How do landing pages impact email deliverability, especially with Gmail?
Michael Ko
Co-founder & CEO, Suped
Published 9 May 2025
Updated 16 Aug 2025
7 min read
When I first started in email marketing, the conventional wisdom was that email deliverability was all about the email itself, its content, and the sender's reputation. The landing page, while crucial for conversions, seemed to exist in a separate silo. However, my experience, particularly with Gmail, has shown me that the story is far more integrated than many realize. The content and quality of your landing pages can indeed have a measurable impact on whether your emails land in the inbox or the spam folder.
I once ran an A/B test where the only significant variable was the landing page content. Both emails were identical, pointing to URLs on the same domain, with masked links. Version A directed users to a product creation flow, while Version B led to an article that, in hindsight, contained several typical spam trigger words and financial figures. The difference was stark: a 28% variance in open rates at Gmail. This wasn't just a conversion issue; it was clearly a deliverability issue, indicating that Gmail had evaluated the linked content and adjusted its inbox placement accordingly. This experience underscored just how deeply connected email and web experiences truly are in the eyes of mailbox providers.
How Gmail assesses linked content
Understanding how mailbox providers, especially Gmail, evaluate linked content is key. Unlike basic spam filters that primarily scan email headers and body for suspicious keywords or patterns, advanced providers behave more like web crawlers. They don't just see the link; they follow it and analyze the destination page. This means that if your email links to a page with low quality, deceptive, or spam-like content, it can negatively impact your email's deliverability, even if the email itself seems clean.
This comprehensive evaluation is particularly true for Gmail's sophisticated algorithms. They aim to provide users with the best possible experience, which extends beyond the email itself to the content it leads to. If the landing page is perceived as low quality, irrelevant, or harmful (e.g., phishing, malware, or excessive spammy terms), Gmail may penalize the sending domain, potentially leading to future emails being routed to spam. They leverage their extensive knowledge of the web and site rankings as part of their delivery process.
Consider the type of content you're linking to. A transactional email linking to a purchase confirmation page is expected. A marketing email linking to a blog post, whitepaper, or product page is also normal. However, if your landing page uses aggressive sales language, excessive keywords, or shady practices, it can trigger red flags. The difference between a simple product creation flow and an article filled with potentially problematic keywords (like in my A/B test) was enough for Gmail to make a distinction, affecting where the email landed.
Furthermore, the security of your landing page is paramount. Secure HTTPS links are not just good for user trust; they are increasingly a signal for mailbox providers. Linking to an unsecure page can raise suspicions, as it might indicate a lack of care or a potentially malicious intent, even if unintentional.
The link between landing page quality and sender reputation
The quality of your landing page is intrinsically tied to your overall sender reputation. Mailbox providers, especially those with advanced filtering systems like Google and Yahoo, continuously monitor user engagement with your emails and the subsequent experience on your website. If users frequently bounce from your landing page, don't spend much time there, or quickly navigate away, these are negative signals. Such behavior can suggest that your emails are not delivering on their promise, or that the content is not relevant to the user, leading to a degraded domain reputation.
Conversely, a landing page that offers a seamless and engaging experience can boost your reputation. When users click through, find exactly what they expect, and engage positively, it sends strong signals of legitimacy and relevance. These positive interactions, often tracked through email clicks, contribute positively to your sender score. This holistic view means that your email and your website are evaluated as part of a single user journey.
It's also worth noting the role of link redirects. While common for tracking, excessive or poorly configured redirects can complicate the path to your landing page, potentially raising flags for some filters. Ensure your redirects are clean and efficient.
Risks to email deliverability
Spammy content: Landing pages with excessive sales language, aggressive calls-to-action, or common spam keywords can trigger filters.
Poor user experience: Slow loading times, non-mobile-responsive designs, or intrusive pop-ups can lead to high bounce rates and negative signals.
Broken or malicious links: Any link that leads to an error page, a malware site, or an unsecure (non-HTTPS) destination will severely damage your sender reputation.
Content mismatch: If the landing page content doesn't align with the email's promise, users may mark it as spam, affecting your complaint rate.
Practical steps to optimize landing pages for deliverability
To ensure your landing pages support, rather than hinder, your email deliverability, several best practices should be observed. First, always maintain content relevance. The landing page should be a direct, logical extension of your email's message and call to action. Any discrepancy can confuse users and lead to negative engagement signals, like quick exits, which mailbox providers observe. This alignment is crucial for building trust with recipients and filters.
Next, optimize for performance and user experience. Fast loading times, mobile responsiveness, and intuitive navigation are non-negotiable. If a landing page is slow, broken, or difficult to use on a mobile device, users will abandon it quickly. This high bounce rate signals to providers that the linked content is not valuable, potentially affecting your email placement.
Additionally, be mindful of your content's presentation and overall tone. While legitimate businesses use marketing language, an overuse of spammy phrases or an overly aggressive sales pitch can be detrimental. Remember that Gmail uses its own internal systems to categorize emails into tabs like Primary, Social, and Promotions. The content of your landing page, just like the email itself, can influence where your email lands, and thus, its visibility and open rates.
Finally, regularly monitor your email performance data, especially metrics like click-through rates, bounce rates, and complaint rates. If you see a dip after changing a landing page, it's a strong indicator that the page is impacting your deliverability. Tools like Google Postmaster Tools can offer insights into your domain's reputation with Gmail, helping you identify potential issues.
Bad practices
Sending emails that link to landing pages with irrelevant or misleading content can lead to negative user signals, such as high bounce rates or spam complaints. This negatively impacts your sender reputation and can cause emails to land in the spam folder or promotions tab. An example of this would be an email promising a free guide that links to a hard-sell product page.
Inconsistent messaging: Email says one thing, landing page another.
Slow loading pages: Leads to immediate user abandonment.
Unsecured (HTTP) links: Can flag your emails for security concerns.
Good practices
Ensuring the landing page content is highly relevant and provides an excellent user experience supports a positive sender reputation. This means the page fulfills the promise made in the email, loads quickly, and is easy to navigate. This leads to higher engagement and positive signals to mailbox providers like Gmail.
Content alignment: Landing page directly supports the email's message.
Optimized performance: Fast loading, mobile-friendly design.
Secure (HTTPS) links: Builds trust and improves deliverability signals.
Views from the trenches
Best practices
Always ensure your landing page content directly matches the promise made in your email for a consistent user experience.
Prioritize fast loading times and mobile responsiveness for all linked landing pages to reduce bounce rates.
Use HTTPS for all your landing pages to signal security and trustworthiness to mailbox providers.
Regularly check your domain reputation using tools like Google Postmaster Tools after making landing page changes.
A/B test different landing page content and monitor email deliverability metrics like open rates and spam placement.
Common pitfalls
Linking to landing pages with aggressive sales copy, excessive keywords, or spammy trigger words can harm deliverability.
Using unsecure HTTP links for your landing pages can raise security flags with mailbox providers.
Having a significant mismatch between your email content and your landing page content can lead to user complaints.
Neglecting landing page performance metrics, like bounce rates, which can indirectly impact sender reputation.
Assuming that only email content matters for deliverability, overlooking the crucial role of linked pages.
Expert tips
Consider the overall 'journey' from email to conversion, as mailbox providers evaluate the entire experience.
Focus on providing value on your landing page, not just pushing a sale, to foster positive user engagement.
Monitor user signals (time on page, conversions) on your landing page, as these indirectly influence deliverability.
Remember that Gmail crawls and ranks websites, and this ranking can influence email placement.
Even if URLs are masked by an ESP, the ultimate destination's content is still analyzed.
Expert view
Expert from Email Geeks says that landing pages significantly affect delivery, especially with Gmail, which crawls and ranks websites, using those rankings as part of their delivery process.
2021-06-22 - Email Geeks
Marketer view
Marketer from Email Geeks was surprised a landing page caused a 28% difference in Gmail open rates, suggesting content with spam trigger words on one page might have been the cause.
2021-06-22 - Email Geeks
Boosting your email program with thoughtful landing pages
My experience has underscored a critical truth in email deliverability: your email campaign doesn't end when the email is sent. It extends to the entire user journey, particularly the landing page. For mailbox providers like Gmail, the quality, relevance, and security of your linked content are integral components of your sender reputation. A poor landing page experience can lead to negative user signals, potentially causing your emails to be filtered to spam, even if the email itself adheres to best practices.
Therefore, treating your landing pages as a key part of your email strategy is no longer optional. Optimize them for content, performance, and security. Ensure they align perfectly with your email's message. By doing so, you're not only improving your conversion rates but also actively supporting your email deliverability, helping your messages consistently reach the inbox.
Gmail. This wasn't just a conversion issue; it was clearly a deliverability issue, indicating that Gmail had evaluated the linked content and adjusted its inbox placement accordingly. This experience underscored just how deeply connected email and web experiences truly are in the eyes of mailbox providers.
Google and 
Yahoo, continuously monitor user engagement with your emails and the subsequent experience on your website. If users frequently bounce from your landing page, don't spend much time there, or quickly navigate away, these are negative signals. Such behavior can suggest that your emails are not delivering on their promise, or that the content is not relevant to the user, leading to a degraded domain reputation.
