What’s the right ratio of text to links?

Link density affects both deliverability and recipient trust in cold email.

Recommended approach:

• Minimal links: One link in the body is often sufficient
• Text-heavy ratio: 80% or more of message should be text
• Purposeful linking: Every link should serve clear purpose

Why links matter to filters:

• Multiple links suggest promotional content
• Link-heavy emails match spam patterns
• Tracking links through third-party domains raise flags
• Short URLs and redirects can trigger additional scrutiny

Link best practices:

• Use your own domain for links when possible
• Avoid URL shorteners (bit.ly, tinyurl)
• Place links naturally within text, not as bare URLs
• Test link reputation before including

When more links are acceptable:

• Established sender reputation
• Links to well-known, trusted domains
• Context where multiple resources genuinely help
• Follow-up emails where interest is established

A message with too many links reads like an advertisement. Cold emails should feel like conversation.