Email tracking and how to send plain text emails for better deliverability:

Why Hyperlinks in Signatures Can Trigger Spam Filters

Adding hyperlinks in email signatures may inadvertently contribute to spam flagging. With Gmail’s enhanced sensitivity to tracking links, even benign hyperlinks, like those in email signatures, may appear suspicious. Hyperlinked email signatures are often flagged as potential spam because they can be associated with hidden tracking links or similar elements used by unsolicited marketing emails. Plain text URLs, however, are less likely to trigger Gmail’s spam filters.

How to Adapt Email Practices for Better Deliverability

To navigate these updates effectively, consider the following best practices:

Use Plain Text Links Over Hyperlinks
Avoid using hyperlinked text within your email signature and main body content. Instead, include URLs as plain text to reduce the chance of Gmail interpreting the links as tracking or potential spam. For example, write www.example.com rather than embedding it in a hyperlink format.
Limit or Remove Open and Click Tracking
If open and click tracking isn’t essential for all emails, consider turning it off for non-critical messages to improve deliverability. Segment emails by importance and tracking necessity to reduce the number of tracked links, as too many can increase the chance of being flagged.
Use Custom Tracking Domains
Custom tracking domains that closely match your primary website can help prevent spam flags. Branded tracking URLs can signal to spam filters that the links are trustworthy, reducing the likelihood of triggering spam alerts for users.
Educate Your Audience
Inform your subscribers about tracking links upfront, possibly within a preference center, so they understand why tracking is in place. This transparency fosters trust and may lead recipients to whitelist your emails, mitigating spam flagging.
Regularly Monitor Email Deliverability
Keep track of your email performance metrics, such as bounce and deliverability rates. Regularly review these rates to detect any impact from the new update and adjust your practices accordingly.

Conclusion

While Google’s recent updates enhance user security, they create challenges for marketers aiming to maintain email engagement. By switching to plain text URLs, reducing reliance on open and click tracking, and maintaining transparent communication with recipients, businesses can better align with Gmail’s new standards. Following these practices can help ensure that your messages reach the intended audience without being filtered as spam.