Reduce number of links in your Marketing Email?

[AHeinisch]

Hi there,

might be that there are new trends in Email Marketing? I heard that you should avoid links in your marketing Emails - for a better reputation and to avoid being classified as Spam - by KI.

Is there something true in it?

Or does it depend on the kind of link (internal links/external links etc.)?

Anyone with new insights here?

Thanks in advance

Angi

[AHeinisch]

Thanks a lot Karsten. Helps a lot!

Und - schön, dass wir wieder miteinander zu tun haben 😉

VG Angi

[karstenkoehler · Accepted solution]

Hello @AHeinisch,

Yes, there’s some truth to that. Email filters and spam detection systems are becoming more sensitive, and one of the things they look at is the number and type of links in a message. Too many links, especially to different domains, can make an email look promotional or suspicious. Having a single clear call-to-action link, rather than several scattered ones, usually helps deliverability and improves reader focus.

It also matters what kind of links you include. Links to reputable, relevant domains or your own verified website are fine, while shortened or tracking-heavy URLs can hurt trust. If you need to track clicks, try to use your own domain for tracking rather than a third-party link shortener. Keeping emails clean, consistent, and focused not only helps with spam filters but also tends to improve engagement.

Here are some sources to back this up:

“A good rule of thumb is to aim for no more than one link for every 125 words of text.” MailGenius

“Too many links present in the email may classify your message as spam. Many dishonest senders clutter their messages with links hoping that someone will click it.” Tidio

“While it’s great to have social links in your signature, sometimes too many links can trigger spam filters in certain companies.” interseller.io

As always, it is difficult to get hard numbers on a topic like this.

Best regards