Links are an inescapable part of emails. Whether you are promoting products/services, you need your recipients to check them out. However, one of the challenges email marketers face is how many links to include in email to avoid spam.

Adding too many links in an email will lead you to a spam folder. It’s also essential to consider your receivers’ time and avoid overburdening them with information and links.

In this blog, we will dive into what should be an optimal number of links in an email and we have also shared a few tips which will help you to avoid going into spam folders.

What should be the optimal number of links in an email?

Determining how many links to include in email to avoid spam is a crucial aspect of your email marketing strategy. The number of links in an email can vary depending on the industry and the context of your message.

According to data from interseller, emails should contain a maximum 2-3 links to stay safe from spam filters. They tend to have higher open rates and click-through rates. This suggests that less is often more when it comes to links in your emails. On the other hand, emails with an excessive number of links are more likely to be flagged as spam.

The ideal number of links can vary based on your specific audience, content, and goals. To find the sweet spot for your emails, consider conducting A/B tests to see what works best for your subscribers.

Tips to include links without triggering the spam folder

1. Format of Link: Anchor Text or Open Link

When you include links in your emails, the way you format them can impact their deliverability. Using anchor text, where the link is hidden behind a word or phrase (e.g., “Read more” or “Click here”), is a best practice. It not only looks more professional but also reduces the risk of your email landing in spam folders.

Open links, where the raw URL is visible, can sometimes trigger spam filters. Anchor text makes your email more user-friendly and trustworthy.

2. Use Link Shorteners

Long and complex URLs can appear suspicious to spam filters. Using a link shortener to create shorter, more manageable URLs is a good strategy.

Shortened links are not only aesthetically pleasing but also reduce the chances of your email being mistaken for spam. Just be cautious and ensure you use reputable link-shortening services to maintain trustworthiness.

3. Check for Third-Party Links

If your email includes links to external websites or resources, it’s essential to ensure that these websites are reputable and trustworthy. Spam filters may flag your email if it contains links to suspicious or blacklisted sites.

Regularly check the links in your emails to ensure they lead to reliable sources. This step helps maintain the credibility of your emails.

4. Don’t Use Spam Words

Certain words and phrases are known to trigger spam filters. Words like “guaranteed,” “free,” “buy now,” and “urgent” are classic examples.

spam trigger words

While these words may be appropriate in some contexts, using them excessively or unnecessarily can make your email look like spam.

Be mindful of the language you use and aim for a balanced, informative, and professional tone.

5. Include an Unsubscribe Link

Including an unsubscribe link in your emails is not just good practice; it’s often a legal requirement in many jurisdictions. Failing to provide an easy way for recipients to opt out of your emails can result in legal issues and can also lead to spam complaints.

unsubscribe link

By offering an unsubscribe option, you demonstrate respect for your subscribers’ preferences and compliance with email marketing regulations.


Balancing the number of links in your email marketing campaigns is essential to maintain a healthy email deliverability rate. So, how many links to include in email to avoid spam? Well, the optimal number of links, typically 1-5, can vary based on your industry and audience.

By following the tips mentioned, you can include links in your emails without triggering spam filters and maintain a strong connection with your subscribers.

Consider using a cold email automation service like SafeMailer to help you send relevant emails to your target audience, enhancing your chances of success in the competitive digital market.

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