It's common knowledge that content is one of the biggest influencers on the deliverability of your email. However, an element in email content that is often disregarded, but plays an integral role in the success of your emails inbox placement is the source of that information; the quality of the links and domains, along with the associated reputation of the websites you are directing subscribers to.
Every domain you link to in your email will have its own reputation. Any time you link to a domain outside of your control, you actively take on deliverability risks. This is because your sender reputation (another major influencer on your deliverability) is partly based on the reputation of your domain.
Therefore, when you link to a site which has a poor domain
reputation, your sender reputation will directly be impacted by
This is not isolated to email content, but similar effects occur with all online linking, including backlinking to other websites – reputation is king!
A deep link is where marketers enter dangerous territory in the realm of deliverability.
Deep linking is where a hyperlink is used to link to a specific page on a website or reference a source, rather than directing to a general homepage.
Deep links can make for improved user experience, e.g. by reducing the friction for users between your email and app access. They can also provide valuable attribution for marketers, allowing us to see the source of conversions.
However, although the functionality can be very useful, it is worth taking note that spammers will opt to use obscure deep links in an attempt to bypass official pages. For this reason, deep links are often scrutinised by ISP’s.
Often to shorten the size of deep links marketers will use 3rd party URL shorteners, e.g, bit.ly. This is a great way to improve the aesthetic appearance, usability and reporting of a link. The problem that arises with this technique, is that it is common for spammer to hide a links true content using these programmes.
Without access to the program that shortened the URL, there is no way for the ISP to know the code behind and often cannot trace the hosting domain and simply block the email containing such URLs. This is further why websites like LinkedIn have their own built in URL shortener for users posting content.
Consequently, using links from blacklisted domains will get your email filtered by ISP’s, landing you straight in the spam folder. As I’m sure all email geeks will agree, it’s the last place you want to see your hard work and devotion end up.
Our deliverability tool, EmailForensics,
has a specific feature which examines the impact on your email deliverability
as a result of linking to particular domains. This process will check the
quality of the hierarchy of links, examining 6 link layers deep. This allows you to see the full extent to which other domains
reputations could impair your inbox placement rates.
We are confident that we can help you, which is why we offer a free healthcheck to identify potential issues with your current programme and free advice on things that could be done to improve it.