Short answer: In a first cold email, keep links and images to a minimum, ideally none. Links and images make an email look like marketing and can hurt deliverability, especially from a new domain. Once someone replies and the conversation is warm, you can share a link, a short video, or a document. The first email should feel like a personal note, not a campaign.
Why go light in the first email
- Images and many links look promotional to filters.
- A stranger is wary of clicking links from an unknown sender.
- Plain text feels personal and lands better.
When links and images are fine
After a reply, context changes. The person has shown interest, so a relevant link, a short video, or a case summary is welcome. At that point, sharing proof helps the conversation rather than hurting deliverability.
Smart alternatives for the first email
- Offer to send a link or video after they reply.
- Describe the value in one line instead of linking.
- Keep your signature simple text.
If you must include a link
Use one relevant link, not several, and avoid link shorteners that filters distrust. Make sure the link points somewhere clearly tied to you and your offer.
Frequently asked questions
Q: Can I add my website link in the signature?
A: A single plain link can be fine, but the safest first email keeps links to a minimum.
Q: Are images ever okay in cold email?
A: Skip them in the first email. Once a reply comes, a relevant image or video is fine.
Q: Do link shorteners hurt?
A: They can, since filters distrust some shorteners. Use a clear full link if you need one.
Q: What about a calendar link?
A: Offer to send it after a reply rather than dropping it in a cold first email.
Q: Does a video hurt deliverability?
A: Embedding media can. Instead, mention the video and send the link once they say yes.
Next step
Keep emails inbox friendly with plain text vs HTML cold emails and how to avoid the spam folder. More at the courses.
