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What is the deliverability impact of non-HTTPS engagement tracking in email marketing?

Summary

Using non-HTTPS (Hypertext Transfer Protocol Secure) for engagement tracking in email marketing can have a subtle yet significant impact on email deliverability and overall recipient experience. While direct deliverability blocks might not be immediate, the absence of HTTPS aligns a sender with less sophisticated or potentially suspicious practices, influencing how internet service providers (ISPs) and email clients perceive their mail.

What email marketers say

Email marketers often face practical challenges when their existing vendors or internal tools don't natively support HTTPS for engagement tracking. Their concerns primarily revolve around the direct impact on data accuracy and the potential, albeit less tangible, effect on how their campaigns are perceived by both recipients and filtering systems.

Marketer view

Marketer from Email Geeks asked about the deliverability impact of non-HTTPS engagement tracking, noting their vendor does not support it out of the box. They sought insight from others on this specific issue.

07 Oct 2020 - Email Geeks

Marketer view

Marketer from Rebrandly blog suggests that using non-branded short links can lead to lower deliverability and open rates, as recipients may view them with suspicion. This highlights the importance of trusted, secure links.

14 Nov 2023 - Rebrandly blog

What the experts say

Deliverability experts generally agree that while non-HTTPS engagement tracking might not directly trigger a hard block, it's indicative of a broader lack of adherence to modern best practices. They highlight the increasing emphasis by major email clients and browsers on secure connections, which can lead to functionality issues for tracking rather than just deliverability problems.

Expert view

Expert from Email Geeks states that it's challenging to isolate the impact of not using HTTPS from a general lack of best practices, advising that senders without HTTPS are often grouped with those neglecting other fundamental deliverability elements.

07 Oct 2020 - Email Geeks

Expert view

Expert from Word to the Wise suggests that a holistic approach to email deliverability is always better than focusing on isolated issues. They recommend implementing all known best practices, including secure links.

03 Feb 2023 - Word to the Wise

What the documentation says

Official documentation and industry guidelines increasingly stress the importance of HTTPS for all web content, including elements within emails. This emphasis stems from a broader push for a more secure internet, and email is no exception. While direct deliverability rules against non-HTTPS might be rare, the implications for content rendering and tracking functionality are clear.

Technical article

Documentation from Mailmodo highlights that email deliverability refers to the number of emails reaching the subscriber's inbox and not getting filtered into junk or spam folders. Secure links contribute positively to this.

01 Jan 2025 - Mailmodo

Technical article

Documentation from Kickbox Blog notes that content reputation is a major factor in deliverability issues, encompassing everything within the email, including domain and links. This implies HTTPS secure content is preferable.

15 Mar 2022 - Kickbox Blog

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