Do secure HTTPS links improve email deliverability?

Summary

Experts, marketers, and documentation generally agree that while HTTPS is vital for website security, SEO, and user trust, its direct impact on email deliverability is debated and generally considered minimal compared to other factors. Gmail might favor HTTPS, but this is unconfirmed. HTTPS indirectly improves deliverability by building trust, improving user experience, and potentially enhancing sender reputation. Companies are increasingly using HSTS policies, and browsers are likely to force HTTPS upgrades, making HTTPS links more prevalent. However, securing email transit with TLS and focusing on authentication methods (SPF, DKIM, DMARC) and list hygiene are more direct and effective ways to ensure email deliverability.

Key findings

  • SEO & Security Benefits: HTTPS is essential for website SEO, data security, and user trust.
  • Minimal Direct Impact: The direct impact of HTTPS links on email inbox placement is considered minimal.
  • Indirect Deliverability: HTTPS improves user experience and engagement, indirectly aiding deliverability.
  • Authentication is Key: SPF, DKIM, and DMARC are critical for email authentication and deliverability.
  • Increasing HTTPS Adoption: HSTS policies and browser updates will increase HTTPS usage.
  • HTTPS Trust Signal: HTTPS provides trust, and improves user behavior which helps deliverability

Key considerations

  • Prioritize Web Security: Ensure your website and links use HTTPS for SEO and user trust.
  • Implement Authentication: Focus on setting up and maintaining SPF, DKIM, and DMARC records.
  • Maintain List Hygiene: Regularly clean and segment your email list for better engagement.
  • Secure Email Transit: Implement TLS for secure email communication between servers.
  • Monitor Deliverability: Continuously monitor email deliverability metrics and adjust your strategy.
  • User Experience: Focus on user trust by ensuring a secure email experience using HTTPS.

What email marketers say
8Marketer opinions

While HTTPS is essential for website security, SEO, and user trust, its direct impact on email deliverability is debated. Some argue it provides a minor ranking boost, enhances user trust leading to increased engagement and conversions which then indirectly helps deliverability. Others believe that factors such as email authentication (SPF, DKIM, DMARC) and maintaining a clean email list are more critical. Some suggest it contributes to better sender reputation, while a few consider its direct effect minimal compared to other deliverability factors. There is also the aspect that HSTS policies are becoming more widespread and browsers such as Chrome will also force upgrade links to HTTPS in the future.

Key opinions

  • SEO Boost: HTTPS can provide a minor ranking boost in search engine results, which then indirectly increases email deliverability.
  • Trust & Engagement: HTTPS is important for enhancing user trust and engagement.
  • Indirect Impact: HTTPS contributes to better sender reputation over time.
  • Authentication Primary: Email authentication (SPF, DKIM, DMARC) is a more direct influence on deliverability.
  • Forced Upgrade: Browsers will begin to automatically upgrade links to HTTPS regardless of ESP Support

Key considerations

  • Focus on Authentication: Prioritize setting up SPF, DKIM, and DMARC for optimal email deliverability.
  • List Hygiene: Maintain a clean and engaged email list to improve sender reputation.
  • HTTPS Implementation: Implement HTTPS consistently across your brand's web presence.
  • User Experience: Consider the user experience benefit of HTTPS, building trust and reducing spam complaints.
  • Future Proofing: Factor in changing HSTS policies
Marketer view

Email marketer from Stackoverflow indicates that using HTTPS for links doesn't directly affect email deliverability. They suggest focusing on authentication (SPF, DKIM, DMARC) and sender reputation as the primary factors influencing whether emails reach the inbox.

May 2024 - Stackoverflow
Marketer view

Email marketer from Email Geeks points out that companies are setting HSTS policies which force HTTPS on all website traffic including subdomains, which means clicktracking links will be upgraded regardless of ESP support. They also mention that Chrome is expected to forcibly upgrade all links to HTTPS soon.

November 2021 - Email Geeks
Marketer view

Email marketer from Sender shares that while SPF, DKIM, and DMARC are critical for email deliverability, using HTTPS for links within emails can indirectly improve deliverability by enhancing sender reputation and user engagement. HTTPS builds trust, leading to fewer spam complaints and better overall performance.

July 2024 - Sender.net
Marketer view

Email marketer from Mailjet mentions that focusing on email authentication (SPF, DKIM, DMARC) and maintaining a clean email list are the most important factors for deliverability. They explain that while HTTPS in links is a good practice, its direct impact on email deliverability is minimal compared to authentication and list hygiene.

September 2022 - Mailjet
Marketer view

Email marketer from Cloudflare says that HTTPS is essential for protecting website data and improving SEO. Migrating to HTTPS can improve a website's search engine rankings and provide a better user experience, leading to increased engagement and conversions.

April 2023 - Cloudflare
Marketer view

Email marketer from Reddit shares their opinion that HTTPS links alone won't drastically improve deliverability but can contribute to a better sender reputation over time. A consistent HTTPS implementation across a brand's web presence can signal trustworthiness to email providers.

June 2021 - Reddit
Marketer view

Email marketer from Reliablesoft.net shares that HTTPS can indirectly improve SEO by increasing user trust and time on site, thereby improving search engine rankings. He also discusses the importance of a valid SSL certificate.

December 2023 - Reliablesoft.net
Marketer view

Email marketer from Neil Patel explains that switching to HTTPS provides a minor ranking boost in Google search results, increasing security and building trust with customers by encrypting sensitive information.

June 2024 - Neil Patel

What the experts say
4Expert opinions

Experts generally agree that while HTTPS is important for overall web security, user trust, and potentially SEO, its direct impact on email deliverability is currently limited. Gmail may favor HTTPS, but the effect is unproven. HTTPS is viewed as a minor signal at best, but may become more important if more senders adopt it. It improves user experience and can indirectly improve deliverability by improving user behavior, as it assures a secure, authenticated, and encrypted channel, helping to prove that you're not a spammer.

Key opinions

  • Gmail Preference: Gmail may favor HTTPS content, but evidence is anecdotal.
  • Minor Signal: Currently, HTTPS is a minimal deliverability factor.
  • Future Importance: HTTPS may become more significant with wider adoption.
  • Indirect Improvement: HTTPS enhances user trust and behavior, indirectly improving deliverability.
  • Security and Authenticity: HTTPS contributes to a secure and authenticated channel.

Key considerations

  • User Trust: Focus on building trust with users through HTTPS.
  • Security Best Practice: Implement HTTPS for overall security and authentication.
  • Monitor Trends: Stay updated on the potential future impact of HTTPS on deliverability.
  • Holistic Approach: Consider HTTPS as part of a larger email marketing strategy.
Expert view

Expert from Spamresource.com discusses the importance of HTTPS in email marketing for security and user trust, stating that while HTTPS encryption doesn't directly impact inbox placement, it improves user experience and provides trust, which can help your email deliverability indirectly by improving user behavior.

March 2022 - Spamresource.com
Expert view

Expert from Email Geeks shares that secure links likely have a minimal impact on deliverability currently, acting as a minor signal at best. However, she suggests that if more senders adopt HTTPS, it could become a more significant factor in the future. She also recommends using secure links as a good practice regardless of current deliverability benefits.

September 2022 - Email Geeks
Expert view

Expert from Word to the Wise explains that mail streams, like HTTPS, are all about getting secure and authenticated. They are about encrypting mail in motion and proving you're not a spammer.

March 2024 - Word to the Wise
Expert view

Expert from Email Geeks shares that Gmail favors HTTPS and treats web content with HTTPS as higher value for search, suggesting it might apply the same to links in email content, although he lacks definitive proof.

May 2024 - Email Geeks

What the documentation says
6Technical articles

Documentation suggests that HTTPS is crucial for website security, SEO, and data integrity. Google uses HTTPS as a ranking signal. HTTPS encrypts communications, protecting against eavesdropping. While direct impact on email deliverability is less pronounced, using HTTPS links builds trust, protects user data, and may reduce spam complaints. TLS protocols (STARTTLS for SMTP and TLS for Exchange Online) focus on securing email in transit, not directly on HTTPS links in email content. DMARC.org emphasizes authentication methods (SPF, DKIM) for deliverability, not HTTPS links.

Key findings

  • SEO Ranking: Google uses HTTPS as a ranking signal for websites.
  • Data Security: HTTPS encrypts communication, protecting data integrity.
  • Trust & Security: HTTPS links build user trust and protect data, potentially improving engagement.
  • Email Transit Security: TLS protocols secure email during transit between servers.
  • Authentication Matters: DMARC, SPF, and DKIM are key for authentication and deliverability.

Key considerations

  • Prioritize Web Security: Ensure your website uses HTTPS for SEO and data protection.
  • User Trust: Use HTTPS links in emails to build user trust and reduce spam complaints.
  • Secure Email Transit: Implement TLS protocols to secure email communications between servers.
  • Email Authentication: Focus on setting up SPF, DKIM, and DMARC for better deliverability.
  • Holistic Approach: Consider HTTPS links as part of a broader email marketing strategy.
Technical article

Documentation from RFC defines opportunistic TLS (STARTTLS) for SMTP, allowing email servers to negotiate encrypted connections to protect email in transit. This is critical for preventing eavesdropping but doesn't directly relate to HTTPS links within email content.

July 2021 - RFC 3207
Technical article

Documentation from Microsoft explains that Exchange Online uses TLS to encrypt email in transit but doesn't discuss the impact of HTTPS links within the email body on deliverability. The focus is on securing the connection between email servers.

January 2022 - Microsoft Docs
Technical article

Documentation from Google explains that HTTPS is used as a ranking signal in search results, encouraging website owners to implement HTTPS to improve their site's visibility. Google also provides resources for website owners to migrate to HTTPS.

February 2023 - Google Search Central Blog
Technical article

Documentation from DMARC.org focuses on how DMARC, SPF, and DKIM authentication methods affect deliverability and protection against spoofing, not directly discussing the impact of HTTPS links within email content.

August 2021 - DMARC.org
Technical article

Documentation from Mozilla explains that HTTPS encrypts communications between a user's browser and the website's server, protecting against eavesdropping and man-in-the-middle attacks, and ensuring data integrity and confidentiality.

December 2024 - Mozilla Developer Network
Technical article

Documentation from Sectigo mentions that while HTTPS is essential for website security and SEO, its direct impact on email deliverability is less pronounced. However, using HTTPS for links within emails helps build trust and protects user data, potentially improving engagement and reducing spam complaints.

April 2023 - Sectigo