Summary
The choice of top-level domain (TLD) has a significant impact on email deliverability and spam filtering due to its association with sender reputation. While TLDs themselves may not directly impact deliverability, their reputation can influence how email providers and spam filters treat incoming mail. Using less common, free, or new TLDs increases the risk of being flagged as spam due to their association with malicious activities. A positive sender reputation, using reputable TLDs, and proactive monitoring are crucial for successful email campaigns. Furthermore, following DNS practices helps prevent abuse, choosing appropriate TLDs during IP warm-up is vital, and overcoming deliverability challenges with new TLDs requires adhering to best practices. Ultimately, a TLD's reputation is a key component of overall email deliverability.
Key findings
- Reputation Matters: A TLD's reputation plays a crucial role; those associated with spam negatively impact deliverability.
- Filter Influence: Spam filters use TLDs as one factor to identify and filter spam.
- Sender Score Impact: TLDs contribute to the sender score, which influences how mailbox providers view the sender.
- New TLD Challenges: New TLDs may initially face deliverability issues due to lacking a well-established reputation.
- Free TLDs Risk: Using free TLDs can severely damage inbox placement rates.
- Abuse Impacts Delivery: TLD abuse can severely damage email deliverability.
Key considerations
- Choose Wisely: Select reputable, well-established TLDs to build trust with mailbox providers.
- Monitor Reputation: Continuously monitor your domain's reputation to ensure high deliverability rates.
- IP Warmup Strategy: When warming up a new IP, use reputable TLDs to establish a strong sending reputation from the start.
- Sending Practices: Follow email sending best practices to overcome deliverability challenges, especially with new TLDs.
- Prevent Abuse: Adhere to DNS practices to reduce the chances of TLD abuse negatively impacting delivery.
- Stay Informed: Monitor TLDs for malicious activities and adapt practices accordingly.
What email marketers say
9 marketer opinions
The choice of top-level domain (TLD) significantly impacts email deliverability and spam filtering. While TLDs themselves may not directly cause deliverability issues, their associated reputation greatly influences how email providers and spam filters treat incoming mail. Less common, free, or new TLDs are often linked to spam activity, leading to increased scrutiny and potentially lower deliverability rates. Maintaining a good sender reputation, choosing reputable TLDs, and being aware of how TLDs contribute to overall sender scores are critical for successful email marketing campaigns.
Key opinions
- Reputation Matters: The reputation associated with a TLD influences deliverability. TLDs with a history of spam are more likely to be flagged.
- Sender Score Impact: TLDs contribute to the overall sender score, affecting how mailbox providers view the sender's credibility.
- New TLD Challenges: New TLDs may face initial deliverability challenges due to a lack of established reputation.
- Free TLDs: Free TLDs can significantly damage your ability to reach the inbox.
Key considerations
- Choose Wisely: Select well-established and reputable TLDs to build trust with mailbox providers.
- Monitor Reputation: Regularly monitor your domain's reputation to ensure good deliverability.
- IP Warmup: When warming up a new IP address, prioritize using a reputable TLD to establish a positive sending reputation from the start.
- Sending Practices: Follow best practices for email sending to overcome any initial deliverability hurdles associated with new TLDs.
Marketer view
Email marketer from GMass explains that using a free domain TLD will damage your ability to get into the inbox.
25 Dec 2024 - GMass
Marketer view
Email marketer from Reddit mentions that some providers flag emails from .XYZ domains due to their low cost and association with spam, so deliverability can suffer.
14 Sep 2023 - Reddit
What the experts say
4 expert opinions
The choice of top-level domain (TLD) significantly influences email deliverability because spam filters correlate TLDs with spam activity. Cheap, unusual, or TLDs with a history of misuse by spammers are more likely to be flagged, which negatively impacts deliverability. This creates a cycle where wary mailers avoid these TLDs, further strengthening the negative correlation. Choosing a TLD not associated with spam can improve deliverability.
Key opinions
- TLD Correlation with Spam: Spam filters use TLDs as a factor in identifying and filtering spam.
- Reputation Impact: A TLD's reputation, based on its association with spam, directly affects email deliverability.
- Cyclical Effect: Spammer use leads to filtering, which causes legitimate mailers to avoid, reinforcing the spam association.
Key considerations
- Choose Reputable TLDs: Select TLDs with good reputations and avoid those known for spam activity.
- Monitor TLD Associations: Stay informed about which TLDs are currently being targeted by spammers.
- Avoid Problematic TLDs: Avoid using TLDs known to be frequently used for spam, such as .tk or .biz (though filters are improving).
Expert view
Expert from Email Geeks explains that if a top-level domain (TLD) correlates with spam, it will be used by spam filters. Cheap or unusual TLDs are often used for throwaway domains by spammers, making sending mail from them a bad idea. While it was once recommended to avoid new TLDs for email and use a .com instead, filter vendors have improved, but concerns remain. He doesn’t recall getting legitimate mail from .biz
26 Oct 2023 - Email Geeks
Expert view
Expert from Word to the Wise explains that TLDs can influence how spam filters treat your email. Choosing a TLD that's not associated with spam can improve deliverability.
13 Jun 2024 - Word to the Wise
What the documentation says
4 technical articles
Email deliverability is influenced by a domain's reputation, including its TLD. Official documentation suggests that TLD abuse can severely damage deliverability, and it's best practice to use a reputable TLD, as domains with a history of abuse are more likely to be blocked. There are tools available to track TLDs commonly used for malicious behavior.
Key findings
- Domain Reputation Matters: A domain's reputation, encompassing the TLD, is a significant factor in email deliverability.
- Abuse Impacts Deliverability: TLD abuse can severely damage email deliverability.
- TLD Blocking: Domains with a history of abuse, related to their TLD, are more likely to be blocked.
- Tracking Available: Tools exist to track TLDs commonly associated with malicious behavior.
Key considerations
- Choose Reputable TLDs: Use a reputable domain and TLD to improve email deliverability.
- Prevent Abuse: Adhere to recommended DNS practices to prevent TLD abuse.
- Monitor TLD Usage: Use available tools to track and monitor TLDs being used for malicious activities.
Technical article
Documentation from Microsoft Support recommends using a reputable domain and TLD as a best practice for improving email deliverability, as domains with a history of abuse are more likely to be blocked.
26 Sep 2023 - Microsoft Support
Technical article
Documentation from Spamhaus has tools to track bad domains and which may affect deliverability by checking which TLDs are being used most commonly for malicious behaviour.
23 Nov 2022 - Spamhaus
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