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.