What are the best practices for linking to PDFs in email marketing?
Summary
What email marketers say11Marketer opinions
Marketer from Email Geeks advises always linking to a download page due to quirks with direct downloads, especially for interactive PDFs or those containing PII.
Email marketer from Reddit shares that URL shorteners (like Bitly) can track clicks on direct PDF links, even without a landing page.
Email marketer from Email on Acid stresses the importance of making PDFs accessible to people with disabilities. Use proper alt text, headings, and document structure.
Marketer from Email Geeks shares that forcing someone to go to your website connects the cookies, and website download is more reliable tracking than email click.
Email marketer from Campaign Monitor advises keeping PDF file sizes small to avoid slow download times. Optimize images and remove unnecessary elements.
Email marketer from MarketingProfs suggests using PDFs as lead magnets in email marketing campaigns to capture leads and provide valuable content.
Email marketer from Mailchimp suggests embedding the PDF on a webpage and linking to that page from the email. This method allows for better tracking and control over the user experience.
Email marketer from HubSpot recommends linking to a landing page with the PDF instead of directly to the PDF. This allows for tracking, lead capture, and providing additional context.
Email marketer from Email Marketing Forum suggests that direct links to PDFs can sometimes trigger spam filters. It's better to use a landing page or a reputable file hosting service.
Email marketer from Litmus indicates that PDFs may not render correctly within all email clients. Linking to a webpage ensures a consistent experience.
Email marketer from ActiveCampaign recommends considering the user experience when linking to PDFs. Ensure the PDF is optimized for mobile viewing and that the link is clear and easy to find.
What the experts say5Expert opinions
Expert from Email Geeks explains that mail filters are wary of PDFs because they are a big malware conduit.
Expert from Email Geeks shares that ESPs have a surcharge for attachments, there is a deliverability risk with attachments, and placing the PDF on a website allows for trackable engagement and the ability to change or withdraw it as needed.
Expert from Spam Resource explains that linking directly to PDFs can be problematic for deliverability. They recommend using a landing page with clear information about the PDF content, which can help improve trust and reduce the likelihood of being flagged as spam. This also allows for tracking user engagement.
Expert from Word to the Wise responds that PDFs can potentially contain malicious content, although rarely seen. Always scan them before opening or sharing and make sure that the PDF you are linking to is from a trusted source.
Expert from Email Geeks shares that the best options for linking to PDFs are a website that has the PDF in a frame so people can read it online and you can track how long people spend reading, or a website with the PDF (and an explanation). A direct link to the PDF is okay, and the PDF in an email is not recommended. A registration wall between the email and the PDF is not recommended.
What the documentation says4Technical articles
Documentation from RFC specifies the correct MIME type for PDFs (application/pdf) to ensure proper rendering in email clients. Using the correct MIME type improves deliverability.
Documentation from NIST outlines security standards for PDF documents, including encryption and digital signatures. Implement these standards to protect sensitive data.
Documentation from Adobe explains that PDFs can contain malicious content, so it's crucial to scan them for viruses before sharing them. Consider password protecting sensitive PDFs.
Documentation from Google Search Central indicates that linking to PDFs directly can impact SEO if the PDF content is not optimized. Use descriptive file names and ensure the PDF is accessible to search engine crawlers.