So you’re sending out emails, tracking clicks and feeling pretty smart. But your links all start with something like trk.mailplatform.com or mailer123.activecampaign.net. Not yours. Not even close.
Here’s the problem. Every time you send someone to a link that doesn’t match your domain, you’re handing over trust to someone else. And inbox filters? They notice.
This might be the difference between your email landing in the inbox or vanishing into the spam folder forever.
What Are Branded Tracking Links Anyway?
A branded tracking link is a web address that uses your own domain or a subdomain you control. Instead of your emails linking to some generic platform domain, you use something like:
click.youragencyname.co.uk/job-alertNice, right? It looks like it came from you. Because it did.
What Happens When You Don’t Brand Your Links
Most email platforms use shared tracking domains by default. These links track who clicks what, which is helpful for reporting. But here’s the catch.
You’re sharing that domain with everyone else using that ESP. That means:
- You inherit their reputation
- You have no control over how that domain is treated
- Filters see your message and think, “Hmm, weird, this link doesn’t match the sender’s domain”
And since these tracking domains are often hammered by dodgy senders, they sometimes appear on blocklists. That’s not where you want to be.
Imagine you’re trying to get into a fancy club. You’ve dressed up. You’ve got your ID. But your invite says it came from a stranger who’s been banned before. Good luck getting past the bouncer.
Why Branded Links Build Trust
When inbox filters see links that match your domain, they relax. Everything lines up. Your domain sent the message, your links use that domain, and the content doesn’t feel sketchy.
This tells the filters:
- You’re not hiding anything
- You control your own tech
- You’re acting like a real business
Plus, readers are more likely to click links that look familiar. Nobody wants to click a weird tracking link full of numbers and nonsense.
How to Set Up Branded Tracking Links
You don’t need to rebuild the internet. Most decent email platforms let you use a custom domain or subdomain for tracking. Here’s how it usually works:
- Choose a subdomain
Something simple likeclick.youragencyname.co.ukorlinks.youragencyname.co.uk. - Update your DNS records
Your ESP will tell you what CNAME record to add. It points your subdomain to their tracking system. - Tell your platform to use it
Most tools have a setting where you plug in your custom tracking domain. Once that’s done, it replaces all generic tracking links in your emails. - Test it
Send a test to yourself. Hover over the links. Make sure they use your custom domain and still redirect properly.
Pro Tip: Pair This with SPF, DKIM and DMARC
Branded tracking links are just one part of building domain trust. To really keep your deliverability clean, make sure your SPF, DKIM and DMARC records are in place and working.
You’re building a full picture of legitimacy. The more pieces fit, the less chance you get filtered.
What About Link Shorteners Like Bitly?
Please no. We covered this in another blog, but it’s worth repeating.
Link shorteners scream spam. They hide the real destination, share reputation with every other user and often trigger filters. They might look neat, but they do your emails no favours.
If you’re going to track, do it right. Use your own domain, not a borrowed one.
In Summary
Using a generic tracking domain is like letting someone else wear your name badge. It’s confusing, risky and sends the wrong signals to both inbox filters and readers.
Branded tracking links give you:
- Better deliverability
- Higher click-through rates
- More control
- A stronger, more trusted brand
They’re easy to set up, and they show the world — and Gmail — that you mean business.
Need Help Branding Your Links?
At Quinset, we help recruitment agencies and marketers take back control of their email deliverability. That includes setting up branded tracking domains, improving domain trust and giving your emails the best chance to land where they belong. In the inbox.
Need a hand? Let’s talk. We’ll even help you name your subdomain.
