Summary
Sending emails from multiple systems can affect deliverability, though it is not inherently negative if managed properly. Proper authentication (SPF, DKIM, DMARC) is repeatedly emphasized as crucial, and ensuring all systems adhere to this. Inconsistent unsubscribe processes and varying sender information across systems can confuse recipients and increase spam complaints. Monitoring each system's IP reputation independently is important, and for high-volume senders, dedicated IPs are recommended to maintain control over sender reputation and isolate deliverability issues. DMARC policy implementation helps ensure only legitimate emails are accepted, and keeping SPF records updated with all sending servers is a must. Consolidation of systems, where possible, helps maintain a consistent sender identity.
Key findings
- Authentication is paramount: Proper email authentication (SPF, DKIM, DMARC) is essential across all sending systems to avoid being flagged as spam.
- Sender Reputation is Key: Multiple systems can fragment sender reputation if not carefully managed.
- Unsubscribe Compliance: Failure to honor unsubscribe requests negatively impacts deliverability and may result in legal repercussions.
- IP Reputation Monitoring: Each sending system's IP reputation must be monitored independently to identify and address deliverability issues promptly.
- SPF Record Maintenance: SPF records must be updated to include all authorized sending sources to prevent deliverability issues.
Key considerations
- Implement robust Authentication: Ensure each sending system is properly configured with SPF, DKIM, and DMARC.
- Monitor Reputation: Actively monitor sender reputation across all sending systems.
- Streamline Unsubscribes: Establish a clear and consistent unsubscribe process across all sending systems.
- Use Dedicated IPs: Consider using dedicated IPs for each system, especially for high-volume sending, to better control sender reputation.
- Consolidate Systems: Consolidate sending systems where possible to simplify management and ensure a consistent sender identity.
What email marketers say
11 marketer opinions
Sending emails from multiple systems can impact deliverability, primarily due to the potential fragmentation of sender reputation and increased complexity in authentication. While not inherently bad if properly managed, inconsistencies in authentication (SPF, DKIM, DMARC) and unsubscribe processes across different systems can lead to spam complaints and deliverability issues. Maintaining consistent sending practices, monitoring sender reputation, and potentially using dedicated IPs are crucial when employing multiple systems.
Key opinions
- Sender Reputation: Multiple systems can dilute sender reputation if not managed carefully, potentially leading to deliverability problems.
- Authentication: Proper email authentication (SPF, DKIM, DMARC) is essential for each system to avoid being flagged as spam.
- Inconsistent Practices: Inconsistent unsubscribe processes and varying sender information across systems can confuse recipients and increase spam complaints.
- IP Reputation: Multiple systems impact IP reputation. Inconsistent configurations can lead to deliverability problems.
Key considerations
- Authentication Configuration: Ensure each system is properly authenticated with SPF, DKIM, and DMARC, and that SPF records are updated to include all sending servers.
- Sender Reputation Monitoring: Consistently monitor deliverability metrics and sender reputation across all systems.
- Unsubscribe Management: Implement a robust and quick unsubscribe process that is consistently honored across all systems.
- Dedicated IPs: Consider using dedicated IPs for each system to maintain more control over sender reputation and isolate deliverability issues.
- Consolidation: Where possible, consolidate sending systems to simplify management and maintain a more consistent sender identity.
Marketer view
Email marketer from Neil Patel Digital explains that sender reputation is key. Sending from multiple systems can dilute your reputation if not managed carefully. It's important to ensure each system is properly authenticated and follows best practices.
15 Feb 2024 - Neil Patel Digital
Marketer view
Email marketer from GMass explains that multiple sending domains or systems can fragment your sender reputation. They recommend consolidating systems where possible or ensuring consistent authentication and sending practices across all platforms.
6 Apr 2024 - GMass
What the experts say
5 expert opinions
Sending emails from multiple systems can be done without negatively impacting deliverability, provided that certain precautions are taken. Proper authentication is critical, as is honoring unsubscribe requests. While multiple systems increase the chance of errors, they are not inherently negative. Monitoring each system's IP reputation is vital, and for high volumes, dedicated IPs are recommended to better control sender reputation and isolate issues.
Key opinions
- Authentication is Key: Proper authentication (SPF, DKIM, DMARC) is essential when using multiple systems.
- Unsubscribe Handling: Failure to honor unsubscribe requests leads to negative consequences, including spam filters and legal issues.
- Error Potential: More systems mean a greater chance of mistakes occurring that could affect deliverability.
- Reputation Monitoring: Each system's IP reputation must be monitored independently to identify and address issues promptly.
- Dedicated IPs Advantage: Dedicated IPs offer better control over sender reputation and aid in isolating deliverability problems, especially for high-volume senders.
Key considerations
- Authentication Setup: Ensure each system is correctly configured for email authentication.
- Unsubscribe Process: Establish and enforce a reliable unsubscribe process across all systems.
- IP Reputation Management: Actively monitor the IP reputation of each sending system.
- Dedicated IP Strategy: Evaluate the benefits of using dedicated IPs, particularly for high-volume sending.
- Consistent Policies: Implement consistent sending policies across all systems to maintain a unified sender identity.
Expert view
Expert from Spam Resource explains that, if you're going to send high volumes of email from multiple systems, it's advantageous to have dedicated IPs for each system, because that gives you more control over your sender reputation. This allows you to isolate deliverability issues more effectively.
9 Feb 2023 - Spam Resource
Expert view
Expert from Email Geeks explains it’s not uncommon to have multiple systems sending emails and it can be done without harm as long as everything is authenticated properly, the delineation is clear, and the unsubscribe is honored.
8 Jun 2022 - Email Geeks
What the documentation says
5 technical articles
The documentation consistently emphasizes that sending emails from multiple systems can impact deliverability, primarily due to the complexities in managing email authentication (SPF, DKIM, DMARC). Proper configuration of authentication protocols for each system is crucial to avoid being flagged as spam. It's essential to ensure all sending sources are authorized in SPF records and to monitor sender reputation across all systems. DMARC policy implementation helps to validate legitimate emails, regardless of the sending source, further enhancing deliverability.
Key findings
- Authentication Importance: Email authentication (SPF, DKIM, DMARC) is critical for ensuring deliverability, especially when using multiple systems.
- SPF Record Management: SPF records must include all authorized sending sources to avoid deliverability issues.
- Complexity Increase: Multiple sending sources can complicate authentication and potentially lead to deliverability problems if not managed correctly.
- DMARC Validation: DMARC policy implementation helps to ensure only legitimate emails are accepted, regardless of the sending source.
Key considerations
- Configuration Verification: Ensure that all systems are properly authenticated with SPF, DKIM, and DMARC.
- SPF Record Updates: Regularly update SPF records to include all authorized sending IPs from all systems.
- Reputation Monitoring: Monitor sender reputation across all systems to identify and address any potential deliverability issues.
- DMARC Implementation: Implement a DMARC policy to validate email authenticity and prevent spoofing.
Technical article
Documentation from DMARC.org explains that DMARC policy implementation helps ensure that only legitimate emails are accepted, regardless of sending source. Important when using different systems.
29 Oct 2024 - DMARC.org
Technical article
Documentation from Microsoft Learn explains that proper email authentication is critical for deliverability. They note that multiple sending sources can complicate authentication and potentially lead to deliverability issues if not managed correctly. It's important to monitor your sender reputation across all systems.
14 Jul 2022 - Microsoft Learn
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