Do PDF attachments negatively impact email deliverability and what are the best practices?

Summary

Attaching PDFs directly to emails can negatively affect deliverability due to increased email size, triggering spam filters, and potential infrastructure strain. The best practice is to host PDFs on a publicly accessible server and link to them in the email body. This improves user experience by avoiding downloads, reduces carbon footprint, and allows for tracking engagement on the website. Scanning outgoing mail for malware and being mindful of file size limitations are crucial for maintaining a positive sender reputation. Email services recommend using cloud storage for large files.

Key findings

  • Deliverability Impact: PDF attachments increase email size, triggering spam filters and negatively impacting deliverability.
  • Spam Filters: Attachments, especially unsolicited ones, can flag emails as potential spam or malware.
  • Infrastructure Load: Large attachments strain infrastructure during DKIM signing and increase server load.
  • Message Size Limitations: Exceeding message size limits leads to rejection or delays in delivery.
  • Website Tracking: Linking to content allows for tracking user engagement on the website.

Key considerations

  • Link, Don't Attach: Host PDFs on a publicly accessible server and include a link in the email body.
  • Optimize File Size: Compress PDFs to minimize file size and reduce deliverability impact.
  • Use Cloud Storage: Consider cloud storage services (Google Drive, OneDrive, Dropbox) for sharing very large files.
  • Scan for Malware: Implement outbound scanning for potential malware in attachments.
  • Check Size Limits: Be aware of file size limitations on your and the recipient's email servers.

What email marketers say
14Marketer opinions

Attaching PDFs directly to emails can negatively impact deliverability due to increased email size, triggering spam filters, and straining infrastructure. Best practices include hosting PDFs on a publicly accessible server and linking to them in the email body, optimizing file size, and using cloud storage services for large files. Linking also improves user experience and reduces the email's carbon footprint.

Key opinions

  • Negative Impact on Deliverability: PDF attachments can harm email deliverability by increasing email size and triggering spam filters.
  • Spam Trigger: Email clients often flag attachments, especially PDFs, as potential spam or malware.
  • Infrastructure Strain: Large attachments can strain infrastructure due to DKIM signing and increased server load.
  • User Experience: Linking to PDFs provides a better user experience by avoiding the need for recipients to download files.
  • Carbon Footprint: Attaching large files increases the carbon footprint of emails due to increased data transfer and storage.

Key considerations

  • Hosting and Linking: Host PDFs on a publicly accessible server and include a link in the email body.
  • File Size Optimization: Compress PDFs to reduce file size and minimize deliverability impact.
  • Cloud Storage: Use cloud storage services like Google Drive or Dropbox for large files.
  • Contextual Links: Provide context around the link in the email body, explaining what the PDF contains.
  • Recipient Customization: If PDFs are customized for each recipient, consider the impact on infrastructure and carbon footprint.
Marketer view

Email marketer from Gmass explains that attaching files can increase email size and trigger spam filters, therefore they recommend linking to the PDF instead.

December 2022 - Gmass
Marketer view

Email marketer from Hunter.io recommends to always compress attachments and consider sharing files via cloud storage services like Google Drive or Dropbox.

March 2021 - Hunter
Marketer view

Email marketer from Mailjet Blog explains that attaching PDFs directly to emails can negatively impact deliverability due to increased email size and potential triggering of spam filters. They recommend hosting the PDF on a website and linking to it within the email.

August 2024 - Mailjet Blog
Marketer view

Email marketer from Email Geeks shares it's much better and easier to host the PDF on a publicly accessible server and then linking to it from inside of the email.

June 2024 - Email Geeks
Marketer view

Email marketer from Email Geeks shares they would always suggest hosting the file somewhere and providing a link to it (if the pdf is not customized for each recipient, at least) to reduce the carbon footprint of your emails, by not sending MBs over the Internet, and storing them in the mailbox of the recipients.

November 2022 - Email Geeks
Marketer view

Email marketer from Reddit shares that PDFs can sometimes trigger spam filters, especially if they contain unusual content or are unusually large. Linking to the PDF is a safer option.

October 2022 - Reddit
Marketer view

Email marketer from Quora responds that it is a better user experience to link to a PDF to avoid the customer having to download it first.

May 2023 - Quora
Marketer view

Email marketer from Woodpecker explains that it's generally better to link to the file if it's large and include a summary of what the link is about in the email body.

February 2024 - Woodpecker
Marketer view

Email marketer from Email Geeks shares there is no direct impact on deliverability, but it can have an impact on your infrastructure (DKIM-signing a 4MB attachment for 500K recipients, will hurt) and it can hurt CPU, so servers could be busy, be slow, crash.

March 2025 - Email Geeks
Marketer view

Email marketer from Email Geeks explains they've attached pdfs to transactional emails in the past and stopping this didn't have a material effect on deliverability but best practice not to do that if you can at all avoid it.

February 2023 - Email Geeks
Marketer view

Email marketer from StackExchange explains that problems with pdf attachments include increased email size and potential flagging as spam.

February 2022 - StackExchange
Marketer view

Email marketer from Email Geeks shares that attaching PDFs will definitely wreck your delivery rates, as email clients will see it as a red flag for potential spam and malware.

July 2023 - Email Geeks
Marketer view

Email marketer from Sendinblue Blog shares that instead of attaching files to emails, it’s better to include a link to the file, for a better experience and email size.

October 2023 - Sendinblue Blog
Marketer view

Email marketer from Campaign Monitor Blog explains that large attachments can trigger spam filters, slowing down delivery, or preventing your message from being delivered at all. They recommend using links to files hosted online.

January 2022 - Campaign Monitor Blog

What the experts say
4Expert opinions

Experts recommend avoiding email attachments due to their potential negative impact on sender reputation and deliverability. Directing recipients to a website provides more control, tracking capabilities, and the ability to manage content dynamically. Additionally, scanning outgoing emails for malware and being mindful of file size limitations are crucial for maintaining a positive sending reputation and avoiding rejections or delays. Linking to content is the preferred method, especially for unsolicited emails.

Key opinions

  • Control and Tracking: Directing users to a website allows for better control over content and tracking of user engagement.
  • Reputation Impact: Using attachments, especially unsolicited ones, can harm your sender reputation.
  • Malware Risk: Attachments increase the risk of transmitting malware and impacting spam scores.
  • Size Limitations: Large attachments can lead to emails being rejected or delayed due to file size limitations.

Key considerations

  • Website Redirect: Prioritize linking to content on your website instead of attaching files.
  • Malware Scanning: Implement outbound scanning for potential malware in attachments.
  • File Size Awareness: Be aware of file size limitations on your and the recipient's email servers.
  • Reputation Management: Avoid sending unsolicited emails with attachments to protect your sender reputation.
Expert view

Expert from Word to the Wise explains that using attachments in emails, especially unsolicited ones, is a bad practice and can harm your reputation. Providing a link to the content on your website is a preferred method.

July 2021 - Word to the Wise
Expert view

Expert from Email Geeks shares that you have more control when directing people back to a website, you can see who's actually requesting them and you can have them expire. Lots of benefits to not just putting them on the email (where you won't even get to register a click for engagement).

September 2022 - Email Geeks
Expert view

Expert from Spam Resource explains that large attachments can lead to emails being rejected or delayed, they recommend checking the limits for file sizes on your email and recipient servers.

February 2024 - Spam Resource
Expert view

Expert from Spam Resource explains that using attachments can impact spam scores and advises scanning outgoing mail for potential malware, and also provides a list of bad attachment types that impact spam scores.

May 2023 - Spam Resource

What the documentation says
5Technical articles

Technical documentation indicates that email message size significantly impacts deliverability. Large attachments, such as PDFs, contribute to increased email size, potentially leading to rejection by servers or being flagged as spam. Services like Gmail and Outlook have specific attachment size limits and recommend utilizing cloud storage solutions like Google Drive or OneDrive for larger files to avoid delivery issues. Additionally, attachments can elevate spam scores due to their potential for disguising malware.

Key findings

  • Message Size Matters: Email message size is a crucial factor affecting deliverability.
  • Attachment Size Limits: Email services impose attachment size limits to prevent server overload and abuse.
  • Cloud Storage Recommendation: Cloud storage services are recommended for sharing large files instead of attaching them directly to emails.
  • Increased Spam Score: Attachments can increase an email's spam score, heightening the risk of being filtered.

Key considerations

  • File Size Optimization: Optimize attachments for size to reduce the overall email size.
  • Cloud Storage Integration: Utilize cloud storage services for sharing large files.
  • Content Linking: Link to documents hosted online instead of directly attaching them to emails.
  • Service Limits Awareness: Be aware of the attachment size limits enforced by your email service provider and the recipient's.
Technical article

Documentation from Litmus explains that overly large emails, often caused by attachments, can increase the likelihood of being flagged as spam. They suggest optimizing attachments for size or linking to them instead.

May 2022 - Litmus
Technical article

Documentation from RFC2476 specifies that message size is a major factor in deliverability, with some servers rejecting large emails. PDFs increase the overall size of emails.

December 2021 - RFC2476
Technical article

Documentation from MXToolbox explains that attachments can increase your spam score because malicious users may be tempted to disguise malware as an invoice, statement, or order confirmation.

September 2023 - MXToolbox
Technical article

Documentation from Google Support explains that Gmail has attachment size limits and recommends using Google Drive for larger files. Exceeding size limits can cause delivery issues.

July 2022 - Google Support
Technical article

Documentation from Microsoft Support details attachment size limits in Outlook and recommends using OneDrive for larger files. It says using attachments that are too large can prevent emails from being sent.

January 2022 - Microsoft Support