How do HTTP tracking links affect email deliverability and user experience?

Key findings

• Deliverability risk: Mailbox providers and corporate spam filters may block or filter emails that contain non-HTTPS links. This is part of their effort to protect users from security threats.
• User experience issues: Recipients often encounter browser warnings about unsecure connections when clicking HTTP links, which can deter them from proceeding to the intended content.
• Trust erosion: Insecure links diminish recipient trust in the sender and brand. A lack of visible security can make your emails appear less credible.
• Security vulnerability: Non-HTTPS traffic is susceptible to man-in-the-middle attacks, potentially exposing users to malicious content or data interception.
• Vendor configuration: Issues with HTTP tracking links frequently stem from incorrect settings within email service providers (ESPs) or third-party tracking tools.

Key considerations

• Prioritize HTTPS: Always ensure all links in your emails, especially tracking links, use HTTPS for optimal email deliverability and to build user trust. You can learn more about the deliverability impact of non-HTTPS engagement tracking.
• Monitor warnings: Be aware that browser warnings for unsecure links can significantly reduce click-through rates and negatively impact your campaign performance.
• Align with security trends: Mailbox providers are increasingly stringent on security. Using HTTPS is a baseline expectation for maintaining a good sender reputation.
• Audit tracking setup: Regularly verify that your email platform or vendor is correctly implementing secure tracking. For insights into click tracking and SSL best practices, consult industry guides.
• Protect users: Secure links safeguard recipients from potential security threats and enhance their overall experience, contributing to better email deliverability over time. This includes understanding why your emails might be going to spam.

Key opinions

• UX as primary concern: Many marketers view HTTP tracking links as a significant user experience problem, even more so than a direct deliverability block. Browser warnings scare users.
• Browser warnings: Unsecure links often trigger browser warnings, which prompt users to click 'Go back' instead of proceeding to the link, drastically reducing click-through rates. This directly affects how to increase email click through rate.
• Perceived deliverability: Even if an email isn't outright blocked, the negative user experience caused by insecure links can indirectly impact engagement metrics, which in turn affects future inbox placement.
• Client expectations: Modern users expect secure connections, and non-HTTPS links can make emails appear unprofessional or suspicious, undermining brand credibility.
• Vendor responsibility: Marketers frequently rely on their email service providers to manage link security correctly, and often discover issues when campaigns go live.

Key considerations

• Impact on clicks: Expect a noticeable drop in click-through rates due to security warnings from browsers.
• Brand perception: Insecure links can damage your brand's reputation for trustworthiness and professionalism in the eyes of your subscribers.
• Technical troubleshooting: Be prepared to work closely with your email vendor to resolve HTTP tracking link issues promptly and ensure all links are secure.
• Indirect deliverability: Poor engagement caused by user distrust can still lead to lower inbox placement over time, as mailbox providers factor engagement into deliverability scores.
• Proactive solutions: Implementing a secure SSL certificate for your tracking domain can significantly improve both user trust and deliverability outcomes. Learn more about the importance of SSL certificates for tracking domains.

Key opinions

• Security is paramount: Mailbox providers prioritize user security above all else, and insecure links are seen as a significant vulnerability that could harm their users.
• Gradual impact: HTTP links might not trigger an immediate block, but they contribute negatively to a sender's overall reputation score over time, making future deliverability more challenging.
• Corporate filters: Business-to-business (B2B) environments often employ stricter corporate spam filters that are more likely to flag, block, or send to junk mail folders content containing non-HTTPS links.
• Man-in-the-middle risk: Even for pages not collecting sensitive data, unsecured traffic can be intercepted or manipulated, potentially leading to malware injection or phishing attempts.
• Spam filter scoring: Non-HTTPS links contribute to an email's overall spam score, much like other negative indicators are weighted in sophisticated spam filtering systems.

Key considerations

• Proactive security: Adopting HTTPS for all links is a fundamental best practice for achieving and maintaining high deliverability. This also includes ensuring link redirects affect email reputation positively.
• Reputation decay: Understand that insecure links subtly erode sender reputation over time, which can ultimately lead to decreased inbox placement for all your campaigns.
• Monitor engagement: Low click rates due to browser security warnings serve as an early indicator of user experience problems that can then impact your sender score.
• Educate on risk: It's important to acknowledge and address the potential for man-in-the-middle attacks, even when linking to seemingly harmless HTTP pages.
• Stay updated: Keep abreast of evolving security requirements and best practices from major mailbox providers like Gmail and Yahoo, as these often drive industry changes.

Key findings

• Industry standard: HTTPS is the universally recommended standard for secure web communication. Its widespread adoption means HTTP is considered outdated and insecure.
• Browser warnings: Major browsers (e.g., Chrome, Firefox) display prominent warnings for non-HTTPS sites, actively discouraging user interaction and impacting trust.
• Email client scrutiny: Email clients and providers use security protocols like HTTPS as a crucial factor in their spam filtering algorithms and inbox placement decisions.
• Data integrity: HTTPS ensures the integrity and confidentiality of data transmitted between the user and the server, protecting against tampering and eavesdropping.
• Enhanced user experience: A seamless, warning-free click experience contributes to a positive user interaction, which in turn benefits sender engagement metrics.

Key considerations

• Mandatory for sensitive data: HTTPS is absolutely critical for any links leading to pages that collect personal or financial information, as per industry security standards.
• Domain validation: Proper SSL certificate installation and configuration are necessary for secure tracking domains. For more, see the SMTP2GO guide on SSL link tracking.
• Compliance: Adhering to HTTPS standards helps ensure compliance with evolving privacy regulations and industry best practices.
• Universal adoption: The internet's move towards an all-HTTPS web means insecure links are an anomaly and a strong red flag for both users and automated systems.
• Enhanced trust: Implementing HTTPS for all links demonstrates a commitment to user security, which builds invaluable trust with recipients and mailbox providers. This affects your email domain reputation.