Why is Gmail flagging outbound links to a personal blog, and what can be done to resolve it?

13 Marketer opinions 2 Expert opinions 3 Technical articles 1 Resource

Summary

Gmail flags outbound links due to a combination of factors relating to the linked website's reputation, content, and security, as well as the sender's email practices and authentication. These include the domain being on a Google Safe Browsing blacklist, having a low reputation (especially for new domains), containing low-quality or spammy content, a high rate of user-reported spam, malware or phishing activity, and issues with email authentication (SPF, DKIM, DMARC). Poor list hygiene (spam traps, unengaged subscribers), a bad IP reputation, link cloaking, or unusual strings in the URL can also contribute to the problem. Resolving this requires improving domain reputation, ensuring website security, cleaning email lists, setting up proper authentication, monitoring IP reputation, and avoiding deceptive linking practices.

Key findings

Google Safe Browsing: Links to sites flagged by Google's Safe Browsing service will be blocked.
Domain Reputation: Gmail considers the reputation of both the sending and linked-to domains.
Content Quality: Low-quality, spammy, or suspicious content on the linked site triggers flags.
Email Authentication: Missing or misconfigured SPF, DKIM, and DMARC records hurt sender reputation.
List Hygiene: Sending to spam traps and unengaged subscribers damages sender reputation.
IP Reputation: A negative IP address reputation affects link deliverability.
Link Cloaking: Deceptive link cloaking techniques can trigger spam filters.
High Spam Rate: High user-reported spam rates negatively impact the reputation of included links.
Malware/Phishing: Detection of malware or phishing activity on the linked website will cause flagging.

Key considerations

Check Safe Browsing Status: Verify that the linked domain is not listed on Google's Safe Browsing diagnostic page.
Warm-Up New Domains: Gradually increase email volume from new domains to build reputation.
Improve Content Quality: Ensure the linked website has valuable, trustworthy, and non-spammy content.
Implement Email Authentication: Configure SPF, DKIM, and DMARC records for your sending domain.
Maintain List Hygiene: Regularly remove inactive subscribers and validate email addresses to minimize spam traps.
Monitor IP Reputation: Track your sending IP address reputation and take corrective actions if needed.
Use Direct Links: Avoid link shorteners and cloaking techniques for transparency.
Lower Spam Complaint Rate: Improve targeting and email content to reduce user-reported spam complaints.
Ensure Website Security: Keep the linked website free from malware and phishing threats.
Review Blog Comments: Check blog comments for any malicious or spam links which might cause your personal blog to be flagged.

What email marketers say
13Marketer opinions

Gmail flags outbound links due to various factors related to the link's destination, the sender's reputation, and email content/configuration. Issues range from the linked domain's reputation, presence on blacklists, or association with spam/malware, to problems with the sender's email authentication, IP reputation, or list hygiene. Resolving the issue involves addressing these potential problems through domain warming, content review, link validation, email authentication setup, and list cleaning.

Key opinions

Web Risk Flagging: The linked website may be flagged by Google's Safe Browsing service due to reports of malicious activity.
Domain Reputation: Gmail considers the reputation of the linked domain. New or domains with a history of spam are more likely to be flagged.
Content Issues: The content of the linked website may trigger spam filters if it's low-quality, suspicious, or contains spammy keywords.
Email Authentication: Lack of proper SPF, DKIM, and DMARC records can damage sender reputation and increase the likelihood of links being flagged.
List Hygiene: Sending emails to spam traps or unengaged subscribers hurts sender reputation and can lead to link flagging.
IP Reputation: A poor IP address reputation due to association with spam activity can cause Gmail to flag outbound links.

Key considerations

Safe Browsing Report: Check if the domain is listed in Google's Safe Browsing report and address any identified issues.
Domain Warming: For new domains, gradually increase email volume to establish a positive sending reputation.
Content Review: Ensure the linked website's content is high-quality, trustworthy, and free of spammy elements.
Email Authentication Setup: Implement SPF, DKIM, and DMARC records to authenticate your emails and improve deliverability.
List Cleaning: Regularly clean your email list to remove inactive subscribers and spam traps.
IP Reputation Monitoring: Monitor your IP address reputation and take action to improve it if it's low.
Link Transparency: Avoid using link shorteners or cloaking techniques, and ensure that links are valid and direct.

Marketer view

Marketer from Email Geeks suggests that if the blog allows comments, a spam or phishing link in the comments could be causing the issue.

January 2022 - Email Geeks

Marketer view

Email marketer from Stack Overflow explains that Gmail might flag links if the domain lacks a strong reputation. Establishing domain authority through consistent, positive engagement and ensuring the domain isn't associated with spam can help.

September 2024 - Stack Overflow

Marketer view

Email marketer from EmailHawk.com shares that the content and reputation of the linked website play a crucial role. Gmail might flag links pointing to sites with low-quality or suspicious content, irrespective of the sender's reputation.

September 2021 - EmailHawk.com

Marketer view

Email marketer from Quora highlights that implementing email authentication protocols (SPF, DKIM, DMARC) helps verify the sender's identity and reduce the likelihood of Gmail flagging links. It builds trust with email providers.

February 2022 - Quora

Marketer view

Marketer from Email Geeks explains it is not related to email deliverability or number of links, but rather that the link is flagged by Google's web risk/safe browsing service, which powers Chrome and Safari, indicating it might be on a URL blacklist, possibly due to someone reporting it as malicious.

November 2024 - Email Geeks

Marketer view

Marketer from Email Geeks suggests testing if the link itself is causing the warning, especially without click tracking. They note that removing unusual strings or shortening click-tracking URLs resolved a similar issue in the past.

November 2022 - Email Geeks

Marketer view

Email marketer from Mailjet shares that sending emails to spam trap addresses can severely damage your sender reputation, causing Gmail to flag your links. Regularly clean your email list to remove inactive or invalid addresses.

February 2024 - Mailjet

Marketer view

Email marketer from Email on Acid explains that broken links or links that redirect to suspicious sites can negatively affect deliverability and cause Gmail to flag emails. Ensure all links are valid and point to trustworthy destinations.

January 2024 - Email on Acid

Marketer view

Email marketer from SparkPost mentions that using link shorteners excessively can sometimes trigger spam filters. Using the full URL or a branded short domain might improve deliverability.

July 2024 - SparkPost

Marketer view

Email marketer from Email Marketing Forum shares that Gmail might flag links if the email content is similar to spam or contains spammy keywords. Review your email content and avoid using misleading or aggressive language.

January 2024 - Email Marketing Forum

Marketer view

Email marketer from Litmus mentions that maintaining good list hygiene is crucial. Regularly removing unengaged subscribers and validating email addresses reduces the risk of hitting spam traps and improves deliverability.

March 2021 - Litmus

Marketer view

Email marketer from Reddit user shares that new domains often have a lower reputation. Warming up the domain by sending emails slowly and consistently, and building a positive sending history, can help.

January 2024 - Reddit

Marketer view

Email marketer from SenderScore explains that your sending IP address has a reputation, and if it's associated with spam activity, Gmail might flag your links. Monitor your IP address reputation and take steps to improve it if necessary.

April 2022 - SenderScore

What the experts say
2Expert opinions

Gmail may flag outbound links due to the linked domain's reputation, particularly if it's new or associated with low-quality content. Additionally, techniques like link cloaking, where the displayed URL differs from the destination, can trigger flagging. Resolving this involves building a positive domain reputation through consistent sending practices and ensuring transparent, direct linking.

Key opinions

Domain Reputation: New or low-quality domains are more likely to have links flagged by Gmail.
Link Cloaking: Using link cloaking techniques can lead to links being flagged.

Key considerations

Reputation Building: Focus on building a positive sending reputation through consistent, high-quality content.
Transparent Linking: Use clear, direct links that accurately reflect the destination URL.

Expert view

Expert from Word to the Wise explains that Gmail may be flagging links due to the domain's reputation, especially if the domain is new or has a history of sending low-quality content. Building a good sending reputation takes time and consistency.

November 2021 - Word to the Wise

Expert view

Expert from Spam Resource responds that Gmail may flag links if it detects techniques such as link cloaking (where the displayed URL is different from the actual destination). Ensure transparency by using clear and direct links.

April 2023 - Spam Resource

What the documentation says
3Technical articles

Gmail flags outbound links due to a high spam rate reported by users, the detection of malware or phishing on the linked website, or incorrect DNS records (SPF, DKIM, DMARC). These factors negatively impact sender reputation and user safety.

Key findings

High Spam Rate: User-reported spam complaints significantly damage link reputation.
Malware/Phishing: Detection of malicious activity on the linked website leads to immediate flagging.
Incorrect DNS Records: Improperly configured or missing SPF, DKIM, and DMARC records compromise sender authentication.

Key considerations

Reduce Spam Rate: Monitor and reduce spam complaints by improving email content and targeting.
Website Security: Ensure the linked website is free from malware and phishing threats.
DNS Configuration: Correctly configure SPF, DKIM, and DMARC records to authenticate email and improve sender reputation.

Technical article

Documentation from Google Search Central indicates that if Google detects malware or phishing activity on the linked website, Gmail will flag the links to protect users, regardless of the sender's reputation.

May 2023 - Google

Technical article

Documentation from Google Postmaster Tools explains that a high spam rate reported by users for emails from a domain can negatively impact the reputation of links included in those emails, leading to flagging.

September 2022 - Google

Technical article

Documentation from RFC Editor explains that ensure your DNS records (SPF, DKIM, and DMARC) are correctly configured. Incorrect or missing DNS records make it easier for malicious actors to impersonate your domain and damage your sender reputation and get you flagged as spam.

September 2022 - RFC-Editor