Summary
The consensus is that new or uncommon domain extensions (gTLDs) have an indirect but noticeable impact on email deliverability. While email protocols don't technically discriminate against them, ISPs and spam filters might treat them with more suspicion due to a higher association with spam or lower-quality content. This can result in lower sender reputation. However, a good sender reputation, built through consistent sending practices, proper email authentication (SPF, DKIM, DMARC), and good list hygiene, can mitigate this effect. Experts recommend monitoring the reputation of the TLD and the individual domain, and avoiding practices associated with spammers. Established TLDs like .com also experience abuse, and new domains sending high volumes of email are at risk regardless of the extension.
Key findings
- Indirect Impact: New/uncommon TLDs impact deliverability indirectly through reputation.
- ISP/Filter Suspicion: ISPs and spam filters may be more suspicious of new/uncommon TLDs.
- Reputation Matters Most: Sender reputation is paramount; good practices outweigh the TLD.
- Abuse Exists Everywhere: Abuse is not limited to new TLDs; established domains also suffer.
- Authentication is Key: Proper authentication (SPF, DKIM, DMARC) is essential for trust.
- Statistical Correlation: Certain TLDs have a higher percentage of spammy domains associated with them, influencing their overall reputation.
- New Domain Risk: Newly registered domains sending email in high volume are often flagged, regardless of TLD.
Key considerations
- Monitor Reputation: Monitor the reputation of both the TLD and the specific domain.
- Authenticate Email: Implement and maintain proper email authentication (SPF, DKIM, DMARC).
- Practice Good List Hygiene: Maintain a clean email list to avoid sending to invalid or inactive addresses.
- Avoid Spammy Practices: Refrain from engaging in practices associated with spammers.
- Warm Up New Domains: Gradually increase sending volume from new domains.
- Check TLD Reputation: Research the reputation of the chosen TLD before committing to it.
What email marketers say
12 marketer opinions
The impact of new or uncommon domain extensions (gTLDs) on email deliverability is indirect but present. While not the primary factor, these extensions can influence deliverability through sender reputation. Spam filters may scrutinize new TLDs more closely due to their potential association with spam or low-quality websites. Building a positive sender reputation, proper email authentication (SPF, DKIM, DMARC), and consistent sending practices are crucial for overcoming any initial disadvantages associated with these domain extensions. Some data suggests certain TLDs have a higher propensity for spam. Established .com domains with poor sending practices are as likely to face deliverability issues as newer or less common extensions.
Key opinions
- Reputation Matters Most: Sender reputation is the most significant factor. Even a .com domain will suffer deliverability issues with poor sending practices.
- Indirect Influence: New or uncommon domain extensions can indirectly affect deliverability by influencing sender reputation.
- Spam Association: Some newer TLDs are more frequently associated with spam, potentially leading to increased scrutiny.
- Statistical Differences: Some gTLDs have a significantly higher percentage of spammy domains associated with them.
- TLD Abuse: Abuse often depends on how easily spammers can acquire domains in certain TLDs.
Key considerations
- Build Reputation: Focus on building a strong sender reputation through consistent sending practices and engagement.
- Authenticate Email: Implement proper email authentication (SPF, DKIM, DMARC) to establish trust with email providers.
- Monitor TLD Reputation: Research the reputation of your chosen domain extension.
- Practice Hygiene: Maintain good list hygiene to minimise sending to bad or unengaged addresses
- Consider .com: If possible, choose a .com domain as they have a well-established and trusted reputation
Marketer view
Email marketer from StackExchange (Webmasters) responds, pointing out that some spam filters assign scores based on various factors, including the domain extension. Less common extensions may start with a slightly higher 'risk' score, but this can be overcome by good sending practices.
4 Jan 2022 - StackExchange (Webmasters)
Marketer view
Email marketer from Mailjet Blog shares that the domain extension *can* indirectly influence deliverability. While not inherently bad, some newer TLDs may be more frequently associated with spam or low-quality websites, impacting sender reputation if not carefully managed. They recommend verifying the TLD's reputation and building a positive sender history.
12 Jun 2025 - Mailjet Blog
What the experts say
5 expert opinions
The expert opinions suggest that while domain extensions themselves are not the sole determinant of email deliverability, they can contribute to the overall reputation and trust assigned to a sender. Some ISPs might exhibit bias against 'weird' or less common TLDs due to concerns about compliance and abuse. High abuse levels are not limited to new TLDs; established domains like .com, .net, and .org also experience significant spam activity. The sender's reputation, influenced by sending practices and the TLD's historical association with spam, plays a vital role. Both new and established domains sending high volumes of email without a proven positive reputation are at risk of being flagged as spam. Continuous monitoring of domain reputation is recommended, along with careful domain selection.
Key opinions
- ISP Bias Exists: Some ISPs may block or penalize emails from less common TLDs due to perceived risks.
- Reputation is Paramount: The sender's reputation is more important than the TLD itself.
- Abuse is Widespread: High levels of abuse occur across all types of TLDs, not just new ones.
- Volume Matters: Newly registered domains sending email in high volume are often flagged as spam.
- TLD Impact: A flood of spammers using a new TLD can damage its reputation, impacting deliverability for all users of that TLD.
Key considerations
- Monitor Reputation: Continuously monitor your domain's reputation to identify and address any issues promptly.
- Select Domains Carefully: Choose domain names carefully, considering both branding and potential deliverability implications.
- Focus on Compliance: Adhere to email best practices and compliance standards to build a positive sending reputation.
- Warm Up New Domains: Gradually increase sending volume from new domains to avoid triggering spam filters.
Expert view
Expert from Email Geeks explains that .com, .net and .org also have high abuse levels
14 Mar 2024 - Email Geeks
Expert view
Expert from Email Geeks explains that some ISPs and filtering companies may block "weird" TLDs due to a bias against commercial TLDs. This bias is because the companies running them prioritize profit and lack effective compliance, and may engage in practices like offering large numbers of free domains with purchases.
10 May 2022 - Email Geeks
What the documentation says
3 technical articles
The documentation sources highlight that, technically, email protocols do not discriminate against specific domain extensions. RFCs dictate that email systems rely on DNS for routing, treating all validly registered domains equally. However, practical guides from Google Workspace and Microsoft Docs emphasize email authentication (SPF, DKIM, DMARC), list hygiene, and sender reputation as critical for deliverability. These factors outweigh the impact of the domain extension, suggesting that proper configuration and responsible sending behavior are more important for reaching the inbox.
Key findings
- No Technical Discrimination: Email protocols (RFC 5321) do not technically discriminate against any valid domain extension.
- DNS Resolution: Email systems use DNS to resolve domain names, treating all validly registered domains similarly.
- Authentication is Key: Google Workspace and Microsoft Docs stress the importance of email authentication (SPF, DKIM, DMARC).
- Reputation Matters More: Sender reputation is a more influential factor than the domain extension itself.
Key considerations
- Implement Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is configured.
- Maintain List Hygiene: Practice good list hygiene to reduce bounce rates and improve sender reputation.
- Build Reputation: Focus on building and maintaining a positive sender reputation through responsible sending practices.
Technical article
Documentation from Google Workspace Admin Help shares that, although not explicitly mentioned, it strongly emphasizes proper email authentication (SPF, DKIM, DMARC) and maintaining a good sender reputation. This implies that the technical configuration and sending behavior outweigh the impact of the domain extension itself.
20 May 2022 - Google Workspace Admin Help
Technical article
Documentation from RFC-Editor.org, explains that the technical specifications governing email (SMTP, RFC 5321) don't explicitly discriminate against specific domain extensions. Email systems rely on DNS to resolve domain names and that all validly registered domain names should function technically the same for email routing.
21 Jul 2021 - RFC-Editor.org
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