Do email providers follow link redirects?

Yes, most major inbox providers follow link redirects. They do this to analyze the reputation and content of the final destination page. This helps them identify and protect users from malicious links, like phishing sites or malware, regardless of the initial link in the email.

How many link redirects are too many?

While a single redirect for legitimate purposes (like click tracking) is generally fine, too many redirects in a chain (e.g., four or five) can be problematic. Excessive redirects can raise suspicion with spam filters, suggesting an attempt to obscure the link's true destination or to bypass security measures.

What is stealth redirecting?

Stealth redirecting refers to the practice of intentionally hiding or obfuscating the true final destination of a link. This can be done through various technical means to mislead users or email filters. Inbox providers view stealth redirecting very negatively, often leading to immediate blocking of emails containing such links due to its association with spam and phishing.

Does the reputation of every domain in a redirect chain matter?

The reputation of all domains in the redirect chain matters. This includes the sending domain, any intermediary tracking domains (like those used by ESPs), and the final landing page domain. A poor reputation for any domain in the chain can negatively impact your email's deliverability and sender reputation.

Should I use URL shorteners in my emails?

Generic URL shorteners (e.g., Bit.ly, TinyURL) can negatively affect deliverability. Their shared domains are often used by spammers, causing them to be viewed with suspicion by email filters. It's generally safer to avoid them or, if necessary, use a custom branded shortener that aligns with your own domain and for which you can build a positive reputation.

How do link redirects affect email reputation and deliverability? - Sender reputation - Email deliverability - Knowledge base

When sending emails, especially marketing or transactional messages, it is common to use links that redirect to a final destination. These redirects are often implemented for tracking purposes, allowing senders to monitor clicks and engagement within their campaigns. However, a question I frequently encounter is whether these link redirects, particularly those originating from an email service provider's (ESP) domain but pointing to an organization's landing page, affect email reputation and deliverability. It is a critical concern for anyone aiming to ensure their emails consistently reach the inbox.

The short answer is yes, link redirects can indeed affect email deliverability, though not always negatively. The impact largely depends on how the redirects are handled, the reputation of all domains involved in the redirect chain, and the behavior of the destination website. Inbox providers are sophisticated, and their filters are designed to protect recipients from malicious content, meaning they scrutinize every element of an email, including its links.

How inbox providers evaluate redirected links

Email service providers (ESPs) and internet service providers (ISPs) typically follow link redirects to assess the safety and legitimacy of the final destination. This process helps them identify and block emails leading to phishing sites, malware, or other forms of abuse. So, if your links redirect through several domains before reaching the final destination, each of those domains will be evaluated. The reputation of the ultimate landing page domain can definitely influence how an email is treated by spam filters.

It is important to understand that a single, standard redirect for tracking purposes is usually not problematic on its own. Major providers are accustomed to these common practices. However, when there's anything suspicious about the mail or the redirect chain, that is when the filters become more aggressive. For instance, Google's systems are known to factor in website reputation when determining email reputation. The overall quality and trust associated with the landing page domain, including its search engine rankings, can indirectly impact your email's deliverability.

Essentially, the systems are trying to determine if the link is safe for their users. If the final destination is reputable and relevant, it helps reinforce your positive sender reputation. Conversely, if the destination domain has a poor reputation, has been blocklisted (or blacklisted) in the past, or contains suspicious content, it can signal to the inbox provider that your email might be unsafe, leading to it being filtered into the spam folder or blocked entirely.

The risks of multiple redirects and obfuscation

While a single redirect is generally fine, the situation becomes more complex with multiple or chained redirects. If an email link goes through three, four, or even five redirects before reaching its final destination, this can raise red flags with inbox providers. Excessive redirects are often associated with attempts to obfuscate the true nature of a link or engage in malicious activities.

A particularly problematic practice is stealth redirecting, where the sender attempts to hide the content or the final destination of the link. This behavior is a strong indicator of suspicious activity and is often blocked directly by most providers. Transparency is key to maintaining a good sending reputation.

Link shorteners (like Bit.ly or tinyurl) also fall into a unique category. While convenient, their generic, shared domains have historically been abused by spammers and phishers. As a result, using these can sometimes trigger suspicious link warnings or directly impact deliverability. If you need to shorten links, using a custom domain for your link shortener is a much safer approach than relying on generic, publicly used ones. This allows you to build and maintain a unique reputation for your shortened links.

Stealth redirecting warning

Avoid any redirecting practices that attempt to conceal the final destination of a link. This technique, known as stealth redirecting, is a major red flag for email filters and can lead to immediate blocking or severe deliverability issues. Maintain transparency in your links to build trust with inbox providers.

Tracking links from ESPs

Many ESPs use their own domains for click tracking. This involves a redirect from the ESP's domain to your landing page. If the ESP maintains a good reputation, these redirects are generally not problematic.

Impact on reputation

The reputation of the ESP's tracking domain influences deliverability. If that domain is associated with spam or malicious activity, your emails could suffer, even if your own domain is pristine.

Direct links to your domain

Linking directly to your website's pages removes any intermediate domains. This simplifies the path to your content and ensures that only your domain's reputation is directly at play.

Impact on reputation

Using direct links allows you to fully control the reputation aspect. Any issues would stem directly from your domain's health, making it easier to diagnose and address potential deliverability problems related to links. It also provides a better user experience.

Domain reputation and its role in redirects

The underlying factor in how link redirects affect deliverability is domain reputation. Every domain involved in your email—from the sending domain to any intermediary redirect domains and the final landing page domain—has a reputation score with inbox providers. If any of these domains are perceived as low quality, have a history of spamming, or appear on a blocklist (or blacklist), it can severely impact your email's journey to the inbox.

For example, if your ESP uses a tracking domain that has been flagged for abuse by other senders, even if your content is legitimate, your email could still face deliverability issues. This is why some larger senders opt for custom tracking domains (or branded tracking domains) that align with their sending domain. This practice helps to consolidate reputation under their own brand, giving them more control over their deliverability fate.

Monitoring your domain's reputation, and indeed the reputation of any domains you link to (even via redirects), is a critical component of ensuring email deliverability. Poor domain reputation can lead to emails being filtered to spam, rejected, or even cause your sending IP to be blocklisted.

Link type	Example scenario	Deliverability impact
Standard ESP tracking link	Email link Mailchimp.com -> yourdomain.com	Generally low risk if ESP's tracking domain has good reputation.
Generic link shortener	Email link Bit.ly -> yourdomain.com	Higher risk of spam flagging due to shared, often abused domains.
Custom branded tracking link	Email link clicks.yourdomain.com -> yourdomain.com	Low risk, as reputation is controlled by you and aligns with your brand.
Chained redirects	Email link -> redirect1.com -> redirect2.com -> yourdomain.com	High risk of being flagged as suspicious, especially with multiple hops.

Best practices for managing links and redirects

Given the potential impact of link redirects on deliverability, it is crucial to adopt best practices to mitigate risks and ensure your emails reach the inbox. The primary goal should always be to maintain transparency and trustworthiness across all aspects of your email campaigns.

Whenever possible, I recommend using direct links to your landing pages. This eliminates any intermediate domains, simplifying the path and ensuring that only your main domain's reputation is considered. However, I understand that direct linking isn't always feasible, especially when click tracking or other web server considerations come into play.

If you must use redirects, particularly for tracking, ensure the tracking domain (whether provided by your ESP or a custom one) has a strong and consistent reputation. For ESP-provided tracking domains, trust that your provider is managing its reputation effectively. For custom tracking domains, actively monitor its health and ensure it is not compromised or associated with suspicious activity.

Best practice: custom tracking domains

If your ESP offers the option, configure a custom tracking domain that is a subdomain of your main sending domain (e.g., clicks.yourdomain.com). This approach consolidates your brand's reputation across your sending and tracking infrastructure, enhancing trust and deliverability by maintaining consistency in your brand's online presence.

Views from the trenches

Best practices

Always prioritize using direct links to your content whenever feasible to simplify the email's path.

If using redirects, especially for tracking, ensure the tracking domain has a strong, positive reputation and is aligned with your brand.

Regularly monitor the reputation of all domains involved in your email links, including any intermediary or landing page domains.

When using link shorteners, always opt for a custom, branded shortener domain rather than generic, public ones to control your reputation.

Common pitfalls

Employing multiple, chained redirects (e.g., four or more hops) can significantly increase the likelihood of emails being flagged as suspicious.

Attempting to obscure the final destination of a link through 'stealth redirecting' is a severe red flag for inbox providers and can lead to immediate blocking.

Using generic link shorteners can negatively impact deliverability due to their common association with malicious activities.

Linking to landing pages or through intermediate domains that have a poor or compromised reputation will detrimentally affect your email deliverability.

Expert tips

Remember that inbox providers are constantly evaluating the safety and legitimacy of all links, so transparency is paramount.

A single, standard redirect for legitimate purposes (like click tracking) is usually not an issue, but any element of suspicion can trigger filters.

Implementing a custom tracking domain is a powerful step towards building and controlling your email link's reputation.

Proactively check for blocklist (or blacklist) listings for all domains in your link chain, as this can severely impact delivery.

Expert view

Expert from Email Geeks says inbox providers typically follow links to ensure the destination isn't a security or fraud risk.

July 1, 2020 - Email Geeks

Expert view

Expert from Email Geeks says the reputation of landing pages can influence how email filters treat a message.

July 1, 2020 - Email Geeks

Navigating link redirects for optimal deliverability

Link redirects are a nuanced aspect of email deliverability. While necessary for many email marketing strategies, their implementation and the associated domain reputations play a critical role in whether your emails land in the inbox or the spam folder. Prioritizing transparency, maintaining short redirect chains, and actively monitoring the reputation of all linked domains are crucial steps.

By adhering to best practices and understanding how inbox providers evaluate links, you can ensure that your redirects serve their intended purpose without compromising your sender reputation or deliverability. Ultimately, the goal is to build and maintain trust with inbox providers and your recipients, ensuring a smooth journey for your emails.