Summary
Broken links in emails sent via SendGrid are a common issue, primarily stemming from the platform's link tracking and branding features. These features are designed to provide analytics on recipient engagement but can inadvertently modify URLs in a way that makes them inaccessible if not properly configured. The most frequent culprit is often an incorrectly set up CNAME record or an unexpected activation of click tracking.
Key findings
- Link modification: SendGrid's click tracking feature automatically rewrites links in outgoing emails, often leading to broken URLs if the associated DNS (CNAME) records are not correctly configured to redirect these new tracking links back to the original destination. This process is detailed in SendGrid's documentation on tracking settings.
- Misconfigured DNS: A common cause of broken links is the absence or incorrect setup of the required CNAME record in your domain's DNS. Without this, SendGrid's rewritten links cannot resolve correctly.
- Unexpected click tracking: Users sometimes find click tracking enabled by default or without their knowledge, causing links to break even when they believe the feature is off.
- Impact on deliverability: Broken links can severely impact email deliverability and sender reputation, as recipients may mark emails with non-functional links as spam. Learn more about how broken links impact deliverability.
- Troubleshooting steps: The primary resolution involves either disabling click tracking in SendGrid's settings or ensuring proper DNS configuration, specifically for Link Branding.
Key considerations
- DNS propagation: After making DNS changes, allow sufficient time for propagation (up to 48 hours) before testing to ensure the updates have taken effect globally.
- Coordination with IT: If you do not have direct access to DNS settings or SendGrid configurations, close collaboration with your IT department or system administrator is crucial.
- Testing: Always send test emails to various clients and devices after any configuration changes to verify that links are functional.
- Alternative link management: Consider if you truly need SendGrid's click tracking for all links. For some transactional emails, disabling it might be the simplest solution if tracking is not critical.
What email marketers say
Email marketers frequently encounter broken links when using SendGrid, often after implementing DMARC or making other domain authentication changes. The general consensus points to SendGrid's automatic link rewriting for click tracking or link branding as the primary cause. Many marketers report discovering that click tracking was unexpectedly active, leading to inaccessible URLs that they initially believed were not subject to such modifications.
Key opinions
- Click tracking as culprit: Marketers frequently suspect and confirm that SendGrid's click tracking feature is responsible for altering their links and causing them to break, even when they think it's disabled.
- Unforeseen link changes: The automatic rewriting of URLs by SendGrid can be unexpected, especially when a subdomain for tracking (e.g., urlXXXX.yourdomain.com) is not properly configured via CNAME records.
- Impact on specific characters: Some marketers have noted that SendGrid's link tracking can improperly convert special characters, such as & to #038;, which then breaks the functionality of the URL.
- HTML tag issues: There are instances where basic HTML href tags are not recognized or correctly processed by SendGrid when sending emails.
- Frustration with access: Marketers often express difficulty in resolving these issues due to limited direct access to DNS or SendGrid settings, requiring reliance on internal IT teams or third-party vendors.
Key considerations
- Verify tracking settings: Regularly check your SendGrid account's tracking settings to ensure click tracking or link branding is configured as intended. Misconfigurations can lead to tracking issues.
- Test all links: Before sending major campaigns, conduct thorough testing of all links across different email clients and devices to catch any broken URLs.
- Review DMARC impact: Be aware that implementing DMARC or other authentication protocols might interact with how SendGrid handles links. Issues like these can cause emails to be flagged as spam; for more information, read our guide on why your emails go to spam.
- Engage support early: If initial troubleshooting efforts fail, don't hesitate to engage SendGrid support or your IT team for assistance with DNS or platform settings.
Marketer view
Marketer from Email Geeks notes that emails previously going to spam from Mailchimp were fixed by authenticating the domain, but now SendGrid links are broken and amending the original links.
Marketer view
Marketer from Losant Forums suggests disabling link tracking as a troubleshooting step if SendGrid account access is limited, as it can often resolve broken link issues.
What the experts say
Experts in email deliverability consistently highlight that broken SendGrid links are almost always due to misconfigurations related to link tracking or branding. They emphasize the critical role of proper DNS setup, particularly CNAME records, in ensuring that SendGrid's rewritten URLs correctly redirect recipients. Without these, even a seemingly minor oversight can lead to a complete breakdown of link functionality, impacting user experience and deliverability.
Key opinions
- DNS misconfiguration: Experts agree that the most probable cause of broken SendGrid links is the ESP (SendGrid) enabling link tracking without the necessary DNS records (e.g., CNAME) being properly set up.
- Direct ESP support: It is strongly recommended to contact SendGrid's support, as they can quickly diagnose and resolve issues related to link tracking and DNS configuration due to their familiarity with the platform.
- CNAME is key: Proper CNAME record configuration is essential for SendGrid's link tracking to function correctly, ensuring that rewritten links resolve to the intended destinations.
- Disable rewriting option: Experts note that if click tracking is not required, disabling the link rewriting feature directly within the SendGrid interface is a straightforward solution to prevent broken links.
- Impact on reputation: Broken links can negatively affect a sender's domain reputation and increase spam complaints, highlighting the importance of resolving these issues promptly for overall email deliverability.
Key considerations
- Proactive DNS setup: Before enabling any tracking features, ensure that all required DNS records, especially CNAMEs for link branding, are correctly published and propagated.
- Understand the 'ls/click' prefix: Recognize that the 'ls/click' string in a URL is indicative of SendGrid's click tracking at work, helping to quickly identify the source of the link modification.
- Regular audits: Periodically audit your SendGrid settings and DNS records to ensure continued alignment and prevent unexpected issues with links. This aligns with best practices for troubleshooting email deliverability.
- Educate internal teams: Ensure that all relevant internal teams (marketing, IT) are aware of how SendGrid's link tracking functions and the importance of DNS configuration.
Expert view
Expert from Email Geeks suggests that an ESP might have enabled link tracking without setting up the necessary DNS records, leading to broken links.
Expert view
Expert from Spam Resource highlights that email service providers often rewrite links for tracking purposes, and misconfigurations can lead to invalid URLs.
What the documentation says
Official documentation from SendGrid and related platforms clarifies that link modification is an intended function of click tracking and link branding features. These documents provide direct instructions for configuring these features, emphasizing the necessity of proper DNS setup, particularly CNAME records, to ensure functionality. They also acknowledge common error messages like 'Wrong Link' and offer solutions, usually pointing back to correct configuration or disabling the feature if it's not needed.
Key findings
- Purpose of click tracking: SendGrid's documentation explains that click tracking rewrites URLs to allow tracking of recipient engagement with links within emails.
- Configuration requirements: For features like Link Branding to work with click tracking, a specific CNAME record must be added to your domain's DNS to point to SendGrid.
- 'Wrong link' errors: SendGrid support documentation explicitly addresses 'Wrong Link' errors, attributing them to requests not being properly directed back to SendGrid for decoding, often due to DNS issues.
- Character encoding: Some documentation and issue trackers mention that SendGrid's link tracking can sometimes improperly encode special characters (e.g., converting '&' to '#038;'), which can break URLs.
- Disabling the feature: Instructions are provided on how to disable click tracking within the SendGrid user interface, offering a direct solution if tracking is causing problems or is not required.
Key considerations
- Adhere to setup guides: Strictly follow SendGrid's official setup guides for domain authentication, especially concerning CNAME records for Link Branding and click tracking.
- Review specific use cases: If using SendGrid with specific platforms (like WordPress plugins or CRM integrations), consult their respective documentation for any known incompatibilities or required adjustments to SendGrid settings.
- Understand unsubscribe links: Pay close attention to how SendGrid handles unsubscribe links, as even minor formatting errors (e.g., extra spaces) can render them broken, affecting compliance and common tracking issues.
- SSL troubleshooting: Consult SendGrid's SSL troubleshooting guides if 'Wrong Link' errors persist, as SSL configuration issues can also cause links to fail.
Technical article
SendGrid documentation states that click tracking allows the tracking of every link click within emails, providing valuable insights into recipient engagement and campaign performance.
Technical article
SendGrid documentation outlines that click tracking inherently rewrites URLs in emails, and this process requires proper DNS CNAME setup to function correctly and redirect clicks appropriately.
Related resources
8 resources
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