Does linking to paywalled content in email violate GDPR?

No, linking to paywalled content does not inherently violate GDPR. GDPR primarily concerns data privacy and consent for data processing. However, if the misleading nature of the link leads to a high volume of spam complaints, it could indirectly raise flags, as GDPR also relates to legitimate interest and transparency.

Can the linked news site's IP reputation affect my sender score?

The primary risk is indirect. If the linked domain has a bad reputation (e.g., on a blacklist or blocklist ), it can negatively affect your sender reputation. More commonly, the frustration caused by unexpected paywalls can lead to lower engagement and higher spam complaints, which then degrade your reputation.

How does linking to paywalled content affect email engagement?

Yes, it can significantly affect engagement. Users who click expecting free content and encounter a paywall are likely to feel misled. This can lead to decreased future clicks, increased unsubscribes, and higher spam complaints, all of which negatively impact your email marketing performance.

What are best practices if I must link to paywalled content?

You can mitigate risks by being transparent. Clearly state in your email that the content is behind a paywall (e.g., "(Subscription required)"). Consider segmenting your audience to only send such links to existing subscribers or highly engaged users. Always ensure the linked domain has a good reputation.

Does the type of audience affect the impact of linking to paywalled content?

Audience segmentation is crucial. If your audience is composed of individuals or businesses who already subscribe to the content (e.g., an academic journal or industry publication), then linking to paywalled content might not be an issue. However, for a general audience, it's more likely to cause frustration.

Does linking to paywalled content in email affect sender reputation and engagement? - Sender reputation - Email deliverability - Knowledge base

Linking to external content in your email campaigns is a common practice, aiming to provide more information or direct recipients to a specific resource. However, when that link leads to content behind a paywall, it introduces a layer of complexity that can potentially impact your email sender reputation and subscriber engagement. It's a balance between sharing valuable information and ensuring your audience has a positive experience.

The primary concern with paywalled content isn't necessarily a technical deliverability issue in itself, but rather the potential for negative user sentiment. If recipients click a link expecting free access to an article or resource and are met with a subscription prompt, it can lead to frustration and a feeling of being misled. This can have indirect, yet significant, consequences for your email program.

We'll explore how linking to such content can affect your standing with internet service providers (ISPs) and how it influences how your subscribers interact with your emails. Understanding these dynamics is crucial for maintaining strong email deliverability and fostering a healthy sender reputation.

Sender reputation and external links

While the act of linking to external content is normal, the specific nature of the linked content can indirectly affect your sender reputation. ISPs and mailbox providers closely monitor how recipients interact with your emails. If your links consistently lead to frustrating experiences, it can signal to these providers that your content may not be valuable or, in some cases, even deceptive.

A key factor is the reputation of the third-party site you're linking to. If the news site itself has a poor reputation or is associated with spam, even if your domain is clean, it could cast a shadow on your sender score. This is because email systems assess the overall context of your message, including the domains you link to. A problematic linked domain could trigger filters, causing your emails to land in spam folders or even leading to your domain being placed on a blacklist or blocklist.

Your domain reputation is like a credit score for your email sending practices. It's built over time based on various factors, and negative signals can quickly erode it. ISPs prioritize user experience, so anything that consistently frustrates recipients can be seen as a negative signal against your sending practices.

This is especially true if recipients mark your emails as spam due to disappointment, or if they simply stop engaging. Low engagement can quickly lead to deliverability issues.

The risks of linking to low-reputation sites

If the third-party domain you're linking to has a poor domain reputation or is known for suspicious activity, this can directly influence how ISPs view your emails. Mailbox providers like

Gmail and

Outlook are increasingly sophisticated in their filtering, using signals from all aspects of an email.

This can lead to your emails being filtered to the spam folder, or even rejected outright, impacting your overall sender reputation score. Regular monitoring of email blocklists is important to ensure your domain remains clean.

Engagement and recipient experience

The most significant impact of linking to paywalled content is on engagement. Email recipients expect immediate value when they click a link. When they encounter a paywall without prior warning, it creates a negative user experience. This can lead to a decrease in various engagement metrics, which are crucial for email deliverability.

Lower engagement manifests in several ways:

Reduced click-through rates: Recipients who feel tricked are less likely to click future links from your emails. This lowers your overall click-through rate.
Increased unsubscribe rates: Frustrated users might unsubscribe from your list, signaling to ISPs that your content is not relevant or desired.
Higher spam complaint rates: Some recipients might mark your email as spam, which is a strong negative signal to mailbox providers. This can lead to your emails going to spam folders.

Mailbox providers rely heavily on engagement metrics to determine your sender reputation. If users are not opening, clicking, or are actively complaining, your sender score will suffer, making it harder to reach the inbox in the future.

Expected user experience

Clear value proposition: User expects free access to the content mentioned.
Seamless access: User anticipates clicking and immediately consuming the article or resource.
Positive sentiment: User feels informed and values the email content.

Actual user experience (paywalled)

Unexpected barrier: User encounters a paywall, requiring a subscription or payment.
Broken journey: User cannot access the promised content, leading to frustration.
Negative sentiment: User feels misled, potentially losing trust in the sender.

Poor engagement metrics are a red flag for ISPs and can lead to lower inbox placement. Your overall sender reputation is a composite score based on many factors, and recipient engagement is one of the most heavily weighted. A sustained drop in engagement due to frustrating experiences with paywalled links can be detrimental.

Metric	Impact of linking to paywalled content	Why it matters for deliverability
Click-through rate	Likely to decrease as users avoid clicking links that lead to frustration.	Low CTR signals lack of interest to ISPs, potentially lowering sender score.
Spam complaint rate	May increase if users feel misled or annoyed by the paywall.	High complaints severely damage sender reputation and lead to blocking.
Unsubscribe rate	Could rise as users opt out to avoid future frustrating experiences.	Signals disengagement, which negatively impacts overall list health and sender reputation.

Mitigating the risks

While it's generally advisable to avoid sending recipients to an unexpected paywall, there are scenarios where it might be a business necessity, as with your client's request. In such cases, the key is transparency and managing expectations upfront to mitigate negative impacts on your sender reputation.

One effective strategy is to clearly indicate in the email that the linked content is behind a paywall. This sets the right expectation and allows recipients to make an informed decision before clicking. For example, you could include a small note like "(Subscription required)" next to the link or within the call to action.

Example of a clear disclaimer

Email content snippetplaintext

Read more about this groundbreaking research (subscription required): [Link to Article]

This simple addition can drastically reduce frustration and help maintain a positive relationship with your subscribers, even if they choose not to proceed past the paywall.

Consider segmenting your audience. If you know certain segments are already subscribers to the third-party site, or are more likely to be interested in subscribing, you can target those groups with the paywalled content links. For others, provide alternative, free content or a summary of the article.

It's also beneficial to consider the overall value proposition. If the linked article is exceptionally relevant and valuable to your audience, the potential payoff (e.g., gaining new subscribers for the third-party site, or positioning your brand as a curator of high-quality content) might outweigh the risk of minor dissatisfaction. However, if the link serves no real purpose to the recipient and is simply for promotional reasons, it's probably best to avoid it.

Balancing value and transparency

Navigating the complexities of email deliverability often involves balancing various factors. While directly linking to paywalled content doesn't violate GDPR or necessarily get you blacklisted instantly, the indirect effects on user engagement and subsequent sender reputation can be substantial. The primary concern is not the link itself, but the user's reaction to hitting an unexpected paywall.

Always prioritize transparency and user experience. By clearly setting expectations about paywalled content, you can maintain trust with your subscribers, which is invaluable for long-term email marketing success. Remember, a positive recipient experience is the cornerstone of a strong sender reputation and high engagement rates.

Views from the trenches

Best practices

Clearly inform recipients if a link leads to paywalled content.

Segment your audience to target those more likely to have subscriptions.

Always ensure the linked third-party domain has a good reputation.

Common pitfalls

Not disclosing paywalls, leading to user frustration and mistrust.

Linking to sites with poor domain reputation, impacting your own score.

Ignoring decreased engagement metrics after sending paywalled links.

Expert tips

If it's unavoidable, ensure the content is highly relevant to justify the paywall.

Monitor your engagement metrics (clicks, unsubscribes, complaints) closely after sending.

Consider if the business goal of linking justifies the potential negative user experience.

Marketer view

Marketer from Email Geeks says that while linking to paywalled content might not directly cause sending problems, it can definitely annoy people and increase spam complaint rates, which hurts sender reputation.

2022-12-07 - Email Geeks

Expert view

Expert from Email Geeks says that the audience matters significantly. For an academic or industry audience accustomed to subscriptions, it might be less of an issue, but for general promotional content, it will likely lead to negative sentiment.

2022-12-07 - Email Geeks