At Quinset, we see this issue all the time. It’s one of those problems that’s easy to fix but rarely talked about. You’d think email marketing and automation tools would shout about it, or better yet, warn you when you’re about to make the mistake, but most don’t. Maybe one day they’ll catch up. Until then, let’s talk about what’s really going on with links in emails, why they mess with deliverability, and how you can sidestep the issue completely.
Why Email Links Can Raise Red Flags
Most email marketing platforms love to track clicks. That means they rewrite your links so they point to a tracking domain first, then redirect to the real destination.
To humans, this is harmless. To spam filters it looks suspiciously like phishing.
For example:
- What your recipient sees: https://yourbrand.com
- What the actual link does: https://tracking-emailtool.com/redirect → yourbrand.com
That mismatch is a problem. In fact, according to industry research, up to 85% of phishing attacks involve misleading or rewritten links. Security filters are trained to spot this trick, and sometimes even your perfectly innocent tracking links get caught in the crossfire.
The Common Offenders
Here’s where most people slip up:
- Email signatures that show the full company URL
- Templates that paste in full web addresses instead of linking text
- Link shorteners like Bitly, which filters practically treat like a four-letter word
Linking Habits That Keep You Out of Trouble
Good news: you don’t need to give up links altogether, you just need to use them wisely.
Link words, not raw URLs
Instead of dumping a URL in the body, hyperlink natural text like “Visit our website” or “Book a call”.
Hyperlink logos or icons
Your company logo or a small social icon can link neatly to your homepage without showing a naked URL.
Use a branded tracking domain
Most platforms let you customise your tracking domain so it uses your brand name. This builds trust and avoids the bait-and-switch vibe.
Always copy the real link from your browser
No guessing, no typing by hand. Copy-paste is your friend here.
Stick with HTTPS
Filters want to see secure links. If you’re still linking to “http://”, it’s time for an upgrade.
Avoid link shorteners
They’re widely abused by spammers. Even if you have good intentions, filters won’t know that.
The Test That Saves You
Before rolling out to your entire list, send test emails to a few seed inboxes. Use addresses behind Gmail, Outlook, or Microsoft 365 security layers. If links trigger warnings there, they’ll do it everywhere.
Safe Linking Checklist
Here’s your quick-fire checklist to keep handy:
- No raw URLs in your email body or signature
- Hyperlink natural words (“Book a call”) instead of pasting URLs
- Logos and icons link to your homepage or socials
- Branded tracking domain set up in your platform
- All links use HTTPS
- No Bitly or free shorteners
- Final links copy-pasted from a browser (not guessed)
- Email tested in Gmail, Outlook, and Microsoft 365 before launch
The Bottom Line
Your links can make or break deliverability. By swapping raw URLs for cleaner, safer patterns, you can stop looking like a scammer and start looking like the trusted brand you are.
Need help?
Want better deliverability across your campaigns? Start by auditing your email templates today. Look at your links, your tracking domains, and your signatures. Small tweaks now can mean the difference between Inbox and Spam. If you need help, get in touch.
