How to Track Links Without Hurting Email Deliverability

Summary

In this video, Kseniia from Snovio dives into the importance of link tracking for campaign analytics and its potential impact on email deliverability. She explains how link wrapping and redirection can trigger spam filters, often resulting in emails being marked as spam. To mitigate this, she suggests using anchored links with clear descriptions and adopting a custom tracking domain to enhance branding and sender reputation, ensuring emails reach the recipient's inbox effectively.

Takeaways

• 🔗 Link tracking is crucial for campaign analytics but can affect email deliverability.
• 🔄 The process of link tracking involves a redirect through a web gateway before reaching the final destination.
• 👀 Recipients can see the tracking domain when they hover over a tracked link, indicating a redirect.
• 🚫 Redirects are often associated with spam tactics, leading to increased scrutiny by spam filters.
• 📧 Emails with tracked links may be marked as spam or rejected due to their association with spammer tactics.
• 🔑 To improve deliverability, use anchored links that clearly explain where they lead within the anchor text.
• 🛠️ Snovio and other major sending tools allow easy creation of anchored links through their email editing features.
• 🌐 A custom tracking domain enhances branding, preserves sender reputation, and eases the spam filter process.
• 📚 Snovio provides a guide on setting up a custom tracking domain, accessible in the top right corner and video description.
• 💡 Employing anchored links and custom tracking domains are two effective strategies to avoid deliverability issues caused by link tracking.
• 📈 Stay informed about spam filters and email deliverability with Snovio's series of guides and marketing tips.

Q & A

What is link tracking and why is it important for campaign analytics?

Link tracking is the process of monitoring when and how often a link in an email is clicked. It is important for campaign analytics because it helps measure the effectiveness of an email campaign and understand user engagement.

How does link tracking potentially cause deliverability issues?

Link tracking can cause deliverability issues because it often involves redirecting users through a web gateway before they reach the intended destination. This redirection can be flagged by spam filters as a common tactic used by spammers and scammers, leading to emails being marked as spam or even rejected.

How does a tracking service wrap links for tracking purposes?

A tracking service wraps links by embedding the original link within their own, acting like a wrapper around a candy. When a recipient clicks the link, they are first redirected to the tracking service's web gateway before being directed to the original link.

Can recipients tell if a link in an email is being tracked?

Yes, recipients can see that links are tracked if they hover their cursor over the links, revealing the tracking domain.

Why are redirects often associated with spammer tactics?

Redirects are associated with spammer tactics because they can be used to deceive people into clicking on links that do not lead to the expected destination, such as a seemingly legitimate link that actually takes the user to a phishing site.

How can anchored links help with email deliverability?

Anchored links, where the link is attached to descriptive text, are believed to undergo less strict filtering by spam filters compared to direct links. This method can help improve email deliverability by appearing more transparent and less suspicious.

What is the recommended way to create an anchored link in an email?

To create an anchored link, attach the link to relevant text in the email. Make sure the anchor text clearly explains where the link leads, which can help avoid triggering spam filters.

What is a custom tracking domain and how does it help with email deliverability?

A custom tracking domain is a domain that you own and use for tracking links in your emails. It improves branding, preserves sender reputation, and can make the spam filter check-up process easier, as it appears more legitimate and less like typical spam.

Where can I find a guide to setting up a custom tracking domain according to the video?

The guide to setting up a custom tracking domain can be found in the top right corner of the video and in the video description.

What are the two main hacks mentioned in the video to avoid email deliverability issues caused by link tracking?

The two main hacks mentioned are using anchored links with clear anchor text and using a custom tracking domain to improve branding and sender reputation.

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