Summary
The consensus among email marketers, experts, and documentation sources is that email clicks generally improve inbox deliverability. Clicks are a strong indicator of user engagement, signaling to ISPs that subscribers find the content valuable and relevant. This positive engagement contributes to a better sender reputation, which leads to improved inbox placement. However, clicks are not the only factor; a holistic approach to engagement, including opens, replies, and minimizing spam complaints, is crucial. Some mailbox providers may weigh clicks differently, and content relevance is key to driving consistent engagement.
Key findings
- Engagement is Key: Email clicks are a significant indicator of user engagement and contribute to improved inbox deliverability.
- Sender Reputation Impact: Positive engagement, including clicks, improves sender reputation with ISPs, leading to better inbox placement.
- Holistic Engagement Matters: A holistic approach to engagement, including opens, replies, and minimizing spam complaints, is necessary for sustained deliverability.
- Clicks Differentiate: Clicks help identify wanted mail and differentiate it from spam.
Key considerations
- Mailbox Provider Variation: Mailbox providers may weigh clicks differently in their deliverability algorithms.
- Content Relevance: Ensuring email content is relevant and valuable to subscribers is essential for encouraging consistent engagement and improving sender reputation.
- Quality Content: Focus on creating high-quality, relevant content that encourages clicks and positive engagement.
- Read more Clicks: Strategies, such as providing only half of information with a 'read more' button, may be useful in artificially increasing clicks which can improve deliverability.
What email marketers say
11 marketer opinions
Email clicks generally contribute to improved inbox deliverability because they signal positive engagement to Internet Service Providers (ISPs). Higher click-through rates, along with other engagement metrics like opens and replies, indicate that subscribers find the emails valuable and relevant. This engagement helps build a strong sender reputation, which can improve inbox placement. However, clicks are not the only factor, and a holistic approach to engagement, including minimizing spam complaints, is crucial. Some mailbox providers might not weigh clicks as heavily, but overall, positive engagement is essential for maintaining good deliverability.
Key opinions
- Engagement Impact: Clicks, along with opens and replies, significantly impact email deliverability by signaling positive engagement to ISPs.
- Sender Reputation: Positive engagement helps build a strong sender reputation, leading to improved inbox placement.
- Correlation vs. Causation: While clicks are correlated with improved deliverability, they are not the sole cause; other engagement factors play a role.
- Holistic Engagement: A holistic approach to engagement, including minimizing spam complaints and encouraging replies, is essential for sustained inbox deliverability.
Key considerations
- Mailbox Provider Variation: Some mailbox providers may weigh clicks differently in their deliverability algorithms.
- Engagement Balance: Focus on overall engagement metrics rather than solely prioritizing clicks; consider opens, replies, and low spam complaint rates.
- Content Relevance: Ensure email content is relevant and valuable to subscribers to encourage consistent engagement and improve sender reputation.
- Read more Clicks: Providing only half of information with a 'read more' button will improve clicks, thus increasing deliverability.
Marketer view
Email marketer from Sendinblue shares that engagement metrics such as opens, clicks, and replies directly impact deliverability. Positive engagement tells ISPs that the sender's emails are wanted and relevant, leading to better inbox placement.
12 Aug 2023 - Sendinblue
Marketer view
Email marketer from Neil Patel explains that engagement is a key factor for inbox placement. Higher engagement rates (opens, clicks, replies) signal to ISPs that subscribers find the emails valuable, improving sender reputation and deliverability.
6 Nov 2023 - Neil Patel
What the experts say
2 expert opinions
Experts agree that email clicks are a crucial indicator of positive engagement and play a significant role in improving inbox deliverability. ISPs and spam filters analyze click data to determine whether users value the emails they receive. High click-through rates signal that the content is relevant and wanted, improving sender reputation and inbox placement by helping differentiate desired mail from spam.
Key opinions
- Engagement Indicator: Email clicks are a strong signal of positive user engagement for ISPs and spam filters.
- Sender Reputation Boost: Higher click-through rates improve sender reputation by demonstrating that users value the content.
- Spam Differentiation: Clicks help differentiate legitimate, wanted email from unwanted spam.
Key considerations
- Quality Content: Focus on creating high-quality, relevant content that encourages clicks.
- Consistent Engagement: Strive for consistent engagement over time to maintain a positive sender reputation.
- Holistic Approach: While clicks are important, consider other engagement metrics like opens and replies for a comprehensive deliverability strategy.
Expert view
Expert from Spamresource.com explains that spam filters are increasingly looking for indicators of positive engagement from subscribers. Clicks help identify wanted mail and differentiate it from spam.
26 Jan 2025 - Spamresource.com
Expert view
Expert from Word to the Wise explains that high engagement is a key factor in positive deliverability. Metrics such as clicks indicate which emails users value and want to see, sending signals to ISPs about sender quality and inbox placement.
15 Nov 2024 - Word to the Wise
What the documentation says
4 technical articles
Email clicks are a key factor in improving inbox deliverability, according to various documentation sources. Google Postmaster Tools, Microsoft, SparkPost, and RFC-Editor all highlight the importance of user engagement, including clicks, in determining sender reputation. Positive engagement signals relevance and quality to ISPs, influencing inbox placement and helping emails reach their intended recipients. Engagement metrics are incorporated into feedback loops used to regulate email traffic and filter emails, thus ensuring better deliverability.
Key findings
- Engagement Matters: User engagement, including email clicks, is a critical factor in email deliverability.
- Sender Reputation Impact: Positive engagement improves sender reputation, increasing the likelihood of reaching the inbox.
- ISP Assessment: ISPs use engagement metrics to assess the quality and relevance of sent emails.
- Feedback Loop Integration: Engagement data is integrated into feedback loops to regulate email traffic and filter emails.
Key considerations
- Content Relevance: Focus on creating relevant and valuable email content to encourage user engagement and increase clicks.
- Consistent Engagement: Maintain consistent engagement over time to build and maintain a positive sender reputation.
- Technical Standards: Be aware of the technical aspects of how ISPs use engagement data, as described in RFCs and other documentation, to optimize email delivery.
Technical article
Documentation from SparkPost explains that engagement is a critical factor in email deliverability. Clicks and other engagement metrics are used by ISPs to assess the quality and relevance of the sender's emails, influencing inbox placement.
26 Apr 2023 - SparkPost
Technical article
Documentation from Microsoft states that user engagement signals, such as clicks and opens, play a vital role in determining sender reputation. Higher engagement rates contribute to a positive sender reputation, improving the chances of emails reaching the inbox.
7 Jan 2023 - Microsoft
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