Summary
Link branding issues with SparkPost often stem from conflicts with SSL or HSTS configurations on your tracking domain. When a custom tracking domain is set up, but the server or content delivery network hosting it enforces HTTPS or HSTS, it can interfere with how SparkPost redirects links, leading to unbranded or broken URLs for recipients. This can negatively impact your sender reputation and how your emails land in the inbox.
Key findings
- CNAME misconfiguration: Incorrect CNAME setup for your tracking subdomain can lead to redirect problems.
- SSL/HSTS conflicts: The primary cause is often SSL being enabled or HSTS policies forcing HTTPS on the tracking domain.
- Unbranded redirects: This results in links redirecting to generic SparkPost domains rather than your branded one, affecting brand consistency.
- Deliverability impact: Broken or unbranded links can negatively affect sender reputation and inbox placement, sometimes leading to emails being flagged as spam. You can learn more about how inconsistent branding affects spam complaints here.
Key considerations
- Review DNS records: Ensure your CNAME record for link branding points correctly to SparkPost's tracking host.
- Check HSTS status: Verify if your domain has HSTS enabled, especially with an IncludeSubDomain directive.
- Implement a reverse proxy: A common solution is to configure a reverse proxy to handle SSL for the tracking domain. SparkPost provides documentation on using a reverse proxy for HTTPS tracking domains.
- Use a CDN: CDN providers like Cloudflare, Cloudfront, or Azure can also facilitate the correct SSL setup for branded links. For more on links and deliverability, refer to our guide on how link redirects affect email reputation.
- Test thoroughly: After making changes, send test emails to various clients to confirm link functionality and branding.
What email marketers say
Email marketers often encounter issues with link branding when integrating email service providers (ESPs) like SparkPost, particularly concerning how branded links interact with SSL certificates and HTTP Strict Transport Security (HSTS) settings. Many report that while the initial setup appears correct, the actual redirection reveals unbranded URLs, causing concern for brand consistency and deliverability. These issues can lead to emails being blocked or flagged as spam, affecting campaign performance.
Key opinions
- SSL is the culprit: Many marketers point to SSL being turned on with the link or HSTS as the most likely cause of branding issues.
- Reverse proxy solution: Implementing a reverse proxy is a frequently mentioned technical solution to manage SSL for branded tracking domains, preventing generic redirects.
- CDN assistance: Marketers find using CDN providers helpful for handling HTTPS tracking domains, improving reliability.
- Support is key: Reaching out to SparkPost support is advised if issues persist after initial troubleshooting.
- Importance of testing: Thorough testing of links post-configuration is essential to ensure proper branding and functionality. Read more on troubleshooting broken links from ESPs.
Key considerations
- Verify HSTS settings: Marketers should check if their domain's HSTS policy is causing conflicts with link redirects, as this can force HTTPS.
- Explore proxy options: Consider setting up an Apache or Nginx reverse proxy to manage the SSL for tracking links and ensure branding.
- Leverage CDN services: Evaluate using Cloudflare, Cloudfront, or Azure to facilitate the HTTPS configuration for branded links efficiently. To prevent links from being blocked, see why click tracking links are blocked.
- Documentation review: Referencing official SparkPost documentation on HTTPS tracking domains is crucial for proper implementation to avoid common pitfalls.
- Impact on engagement: Understand that broken or generic links can reduce recipient trust and click-through rates, impacting campaign effectiveness.
Marketer view
Marketer from Email Geeks suggests that their SparkPost link branding is showing unbranded redirects despite using a CNAME pointing to eu.spgo.io, asking if this is a common issue.
Marketer view
Marketer from Email Geeks confirms that the provided SparkPost documentation offers the right approach for solving link branding issues, validating the technical advice.
What the experts say
Experts in email deliverability identify SSL and HSTS configurations as primary factors behind SparkPost link branding failures. They emphasize that while custom tracking domains are crucial for brand consistency and sender reputation, improper handling of HTTPS redirects can lead to critical issues, including broken links or unbranded URLs in recipient inboxes. Resolving these requires a clear understanding of DNS, SSL certificates, and server configurations.
Key opinions
- SSL/HSTS correlation: Experts confirm that issues with link branding are highly likely related to SSL being enabled or HSTS policies, which force secure connections.
- Reverse proxy as standard: They advocate for reverse proxies as a standard solution for managing HTTPS on tracking domains, ensuring correct redirection.
- CDN benefits: Utilizing CDN providers is recognized as an effective method for handling SSL for branded links due to their robust infrastructure.
- Importance of subdomains: Proper configuration of subdomain CNAMEs is critical for SparkPost link branding to function correctly and align with your domain.
- Preventative measures: Proactive checks for HSTS on domains can prevent common link branding pitfalls and ensure smooth operations.
Key considerations
- DNS record accuracy: Ensure all DNS records, especially CNAMEs for tracking domains, are correctly configured and propagated.
- HSTS policy awareness: Be aware of HSTS (HTTP Strict Transport Security) policies on your domain, particularly the IncludeSubDomain directive, which can affect subdomains used for link branding.
- SSL certificate management: Proper management and installation of SSL certificates for your branded tracking domain are essential for secure links.
- Reverse proxy implementation: Consider implementing a reverse proxy server (e.g., Apache, Nginx) to securely serve your branded links over HTTPS.
- CDN integration: For complex setups, integrating with a CDN can offload SSL management and improve performance for link redirects.
Expert view
Expert from SpamResource highlights that deliverability issues can often be traced back to incorrect DNS records, including CNAMEs for tracking domains, which are crucial for proper branding.
Expert view
Expert from Word to the Wise advises that consistent branding across all email elements, including links, is crucial for maintaining a strong sender reputation and avoiding negative perceptions.
What the documentation says
Official documentation for email service providers (ESPs) like SparkPost frequently details the technical requirements for implementing custom link branding, with a strong emphasis on CNAME records and the proper handling of HTTPS. These resources typically provide guides for setting up reverse proxies or leveraging content delivery networks to ensure secure and branded link tracking, highlighting potential conflicts with SSL and HSTS configurations that can lead to deliverability problems. They serve as essential guides for users seeking to maintain brand consistency and optimal email performance.
Key findings
- CNAME requirement: Documentation confirms that a CNAME record is necessary to point your subdomain to SparkPost's tracking host for branded links.
- HTTPS tracking support: SparkPost supports HTTPS engagement tracking, often requiring specific configurations like a reverse proxy to manage SSL.
- Reverse proxy details: Instructions are provided for setting up common reverse proxy servers (e.g., Apache, Nginx) to manage HTTPS for tracking domains effectively.
- CDN alternatives: CDN providers are listed as viable alternatives to a self-managed reverse proxy for SSL termination, offering scalability and ease of use.
- Policy compliance: Documentation implicitly stresses that correct configuration ensures compliance with evolving web security standards, reducing deliverability risks.
Key considerations
- Follow specific guides: Adhere strictly to the ESP's documentation for CNAME setup and HTTPS tracking domain configuration to avoid errors.
- Understand HSTS implications: Be aware that HSTS policies on your root domain can affect subdomains used for link branding, requiring careful proxy setup.
- SSL certificate handling: Ensure that SSL certificates are correctly provisioned and managed for your branded tracking domain to maintain security.
- Network architecture: Consider your existing network architecture when deciding between a reverse proxy or a CDN for handling HTTPS tracking.
- Seek support: Documentation usually provides clear channels to support teams for assistance with complex setups or persistent issues.
Technical article
SparkPost documentation states that HTTPS engagement tracking is supported via self-service for all customers, enabling secure link branding.
Technical article
Stack Overflow user suggests verifying TXT records for SPF setup with domains like Namecheap, as incorrect values can cause authentication issues.
Related resources
15 resources
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