Links to text ratio in messaging (deliverability)

At a recent conference I learned from the top webmaster't of Google that they recommend 5 different Click-Through links in every message (hopefully unique). The reasoning was that emails are becoming similar to SEO in terms of where emails land in the inbox (Promotions, Spam, Updates, Forums, etc). I've seen 20-30 links in short messages (primarily in promotions or SPAM) and messages with no links (in every folder, Spam more often these days at Gmail).

So my question is this: what ratio of links to text is getting you the best results on messages?

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Andrew Kugler
Deliverability Analyst, Act-On Employee
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Links to text ratio in messaging (deliverability)

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