Will including a bra size grid with multiple links in marketing emails affect deliverability, and how can I optimize it?

Summary

Including a bra size grid with multiple links in marketing emails may not inherently harm deliverability, but it can trigger spam filters if other factors are problematic. Experts and documentation sources recommend focusing on personalization (sending relevant sizes), maintaining good sender reputation, ensuring clean HTML and properly formatted links, and A/B testing the grid approach against personalized methods. Minimizing link tracking, proper email authentication (SPF, DKIM, DMARC), content relevance, and consistent sending practices are also crucial for optimizing deliverability.

Key findings

  • Link Count & Deliverability: A high number of links alone may not directly hurt deliverability but amplifies existing issues.
  • Personalization Boosts Deliverability: Personalizing emails with relevant sizes enhances engagement and reduces spam risk.
  • Good Sender Reputation Matters: A positive sender reputation is crucial for avoiding spam filters.
  • Technical SEO is Important: Clean HTML, valid links, and proper formatting contribute to better deliverability.
  • Email Authentication is a Priority: Proper email authentication (SPF, DKIM, DMARC) is essential for establishing sender legitimacy.

Key considerations

  • Prioritize Personalization: Send recipients links to their known size or compatible alternatives.
  • A/B Test Strategies: Compare the performance of the bra size grid against personalized emails via A/B testing.
  • Maintain Email List Hygiene: Only send to contacts who will engage with the content.
  • Authenticate your Email: Set up SPF, DKIM, and DMARC records correctly.
  • Check Content Regularly: Keep links and content up-to-date.

What email marketers say
10Marketer opinions

Including a bra size grid with multiple links in marketing emails can affect deliverability, primarily by triggering spam filters if other factors are problematic. While the number of links isn't inherently detrimental, it exacerbates issues when combined with poor sender reputation, low engagement, irrelevant content, or broken HTML. A balanced approach, focusing on content quality, personalization, and sender reputation, is crucial. Segmentation, valid HTML, trustworthy links, and A/B testing are recommended for optimization.

Key opinions

  • Link Count & Spam Filters: High number of links can trigger spam filters, especially if the email has other issues.
  • Sender Reputation: Poor sender reputation amplifies deliverability problems caused by numerous links.
  • Content Relevance: Irrelevant or generic content increases the risk of being flagged as spam.
  • Personalization: Personalized emails with relevant content tend to perform better and are less likely to be marked as spam.
  • Technical Aspects: Broken HTML, invalid links, or links to untrustworthy sites negatively impact deliverability.

Key considerations

  • Content Quality: Ensure high-quality, relevant content that engages recipients.
  • Segmentation: Segment your audience to send targeted emails with relevant sizing information.
  • Sender Reputation Management: Maintain a good sender reputation through consistent sending practices and recipient engagement.
  • HTML & Link Validation: Use valid HTML, avoid broken links, and link to reputable websites.
  • A/B Testing: A/B test the bra size grid against personalized approaches to optimize performance.
  • Balanced Approach: Use a balance of text and images with a reasonable number of links.
Marketer view

Email marketer from Sendinblue shares that complex email designs with many links and images can increase the likelihood of being flagged as spam. They advise using a balanced approach, optimizing images, and ensuring links are relevant and trustworthy.

October 2022 - Sendinblue
Marketer view

Email marketer from HubSpot explains that spam filters assess multiple factors, including the number of links, the reputation of those links, and the overall content of the email. Using URL shorteners or linking to untrustworthy sites can be detrimental.

September 2021 - HubSpot
Marketer view

Email marketer from a forum discussion suggests A/B testing the bra size grid versus a more personalized approach to see which performs better. A/B testing is best and you should only change 1 thing.

February 2024 - Email Marketing Forums
Marketer view

Email marketer from Email on Acid explains that using valid HTML and avoiding excessive or broken links is key for deliverability. They suggest using link checkers and validating HTML code to ensure emails are properly rendered and don't appear suspicious.

May 2024 - Email on Acid
Marketer view

Email marketer from Mailjet explains that while the number of links itself might not directly hurt deliverability, it can trigger spam filters if the email is otherwise problematic. They emphasize content quality and recipient engagement as more critical factors.

October 2024 - Mailjet
Marketer view

Email marketer from ActiveCampaign emphasizes the importance of sender reputation and relevance. Too many links, especially to low-reputation sites, can negatively impact this. They recommend focusing on personalization and segmentation.

October 2022 - ActiveCampaign
Marketer view

Email marketer from Reddit suggests that instead of using a complex grid, personalizing the email with the recipient's known size or a few related sizes can improve engagement and reduce the perception of spam. They emphasize segmentation.

September 2023 - Reddit
Marketer view

Email marketer from SparkPost advises that sender reputation is critical. While a grid of links might not be inherently bad, if it's combined with poor sender practices (low engagement, high complaint rates), it will exacerbate deliverability issues. They stress consistent sending practices.

August 2021 - SparkPost
Marketer view

Email marketer from Litmus shares that while deliverability is complex, a well-coded email with a balance of text and images, and a reasonable number of links to trustworthy sites, is less likely to trigger spam filters. They advocate for testing email designs across different clients.

October 2022 - Litmus
Marketer view

Email marketer from Campaign Monitor explains it is best to only send a grid layout to only those who are going to use and engage with it, those who don't fit it wont engage, and this may trigger spam filters.

July 2022 - Campaign Monitor

What the experts say
6Expert opinions

While a bra size grid doesn't automatically cause deliverability issues, sending emails with a high number of links can be problematic. Experts recommend personalizing emails with the recipient's size or compatible sizes and suggest A/B testing the grid versus a personalized approach. Link tracking should be minimized, and proper email authentication (SPF, DKIM, DMARC) is crucial. Sender reputation, consistent volume, and content relevance also play significant roles in avoiding spam filters.

Key opinions

  • Link Volume Impact: A high number of links in an email can trigger spam filters.
  • Personalization Benefits: Personalizing emails with size-specific or compatible links improves deliverability.
  • Testing Recommendation: A/B testing the grid approach against personalized emails is advised.
  • Authentication Importance: Proper email authentication (SPF, DKIM, DMARC) is essential for sender legitimacy.
  • Sender Reputation: Sender reputation and consistent email volume are critical factors.

Key considerations

  • Personalized Sending: Prioritize sending links relevant to the recipient's size.
  • A/B Testing Implementation: Set up A/B tests to compare grid performance against personalized approaches.
  • Link Tracking Optimization: Minimize excessive link tracking and redirects.
  • Authentication Setup: Ensure SPF, DKIM, and DMARC are correctly configured.
  • Reputation Management: Focus on maintaining a positive sender reputation.
  • Content Relevance: Ensure email content is relevant to the recipient
Expert view

Expert from Email Geeks states that having a grid of links will not, in itself, cause delivery issues. However, sending emails with a high number of links ('what the fresh hells is this' level) could be problematic.

September 2024 - Email Geeks
Expert view

Expert from Email Geeks suggests testing the grid versus no grid. They also agrees with Laura about sending the customer's size if known, maybe +/- a couple sizes.

November 2022 - Email Geeks
Expert view

Expert from Email Geeks strongly recommends sending recipients a link to their size, if known, or a link along the diagonal of compatible sizes. Avoid sending irrelevant sizes.

July 2024 - Email Geeks
Expert view

Expert from Word to the Wise answers about the importance of email authentication (SPF, DKIM, DMARC) to establish sender legitimacy and improve deliverability. They note that failing authentication will negatively impact deliverability regardless of email content.

February 2022 - Word to the Wise
Expert view

Expert from Spam Resource mentions multiple factors that affect deliverability including links, content, and email authentication protocols. They also mention that sender reputation and consistent volume is key to staying out of the spam box.

February 2024 - Spam Resource
Expert view

Expert from Word to the Wise shares that excessive link tracking, particularly using redirects through multiple domains, can negatively impact deliverability. They advise minimizing redirects and using reputable link tracking services.

February 2025 - Word to the Wise

What the documentation says
4Technical articles

Email deliverability is affected by the number and nature of links included in marketing emails. Documentation from Google, Microsoft, RFC, and Yahoo all suggest that a high number of links, especially to different or low-reputation domains, can trigger spam filters. Proper email structure, clean HTML coding, and up-to-date, relevant content are crucial. Following email standards and avoiding spam-like characteristics are also recommended.

Key findings

  • High Link Count = Spam Risk: A high number of links, especially to different or questionable domains, increases the risk of being flagged as spam.
  • Importance of Clean Code: Clean HTML and proper email structure positively impact deliverability.
  • Content Relevance is Key: Relevant and up-to-date content is crucial for avoiding spam filters.
  • Standards Matter: Adhering to email standards helps maintain deliverability.

Key considerations

  • Limit Link Quantity: Keep the number of links reasonable and relevant.
  • Validate Link Destinations: Ensure all links point to reputable and up-to-date domains.
  • Use Clean HTML: Use clean and valid HTML code to format emails.
  • Maintain Relevant Content: Provide content that is relevant and engaging to the recipient.
  • Monitor Feedback Loops: Monitor feedback loops and adjust sending practices accordingly.
Technical article

Documentation from RFC suggests that the content of emails should be carefully considered and avoid spam-like characterestics. Including too many URLs might be seen as attempts at redirection. Following correct standards helps.

September 2024 - RFC-Editor
Technical article

Documentation from Yahoo suggest to keep the number of links reasonable. It suggests keeping content relevant and clean, and ensuring links are up-to-date.

November 2024 - Yahoo
Technical article

Documentation from Google Postmaster Tools shares that a high number of links, particularly if they lead to different domains or are unusually formatted, can act as a spam trigger. They suggest monitoring feedback loops and keeping content clean and relevant.

August 2024 - Google
Technical article

Documentation from Microsoft explains that the overall structure and coding of an email, including the number and type of links, can impact deliverability. They recommend using clean HTML, avoiding excessive use of images, and ensuring links are properly formatted and point to reputable domains.

April 2021 - Microsoft