Summary
Changing ESPs and domains can substantially affect sender reputation and email deliverability. Transitioning ESPs necessitates warming up new IP addresses to build credibility, while new domains require establishing a positive sending reputation through authentication (SPF, DKIM, DMARC) and consistent engagement. Mailbox providers like Google and Microsoft use domain reputation, based on factors like spam complaints, sending volume, and authentication, to assess email quality. Experts recommend careful planning, monitoring, and the potential isolation of companies relying on 'cold outreach'. Considerations include managing the visible 'From' address versus the return-path, subdomain strategy, and adherence to best practices for list hygiene to minimize disruptions and maintain optimal deliverability.
Key findings
- ESP Transition Risks: Switching ESPs temporarily impacts sender reputation, necessitating IP address warm-up.
- Domain Change Impacts: New domains require building reputation via authentication and engagement.
- Reputation Assessment: Mailbox providers use domain reputation (spam complaints, volume, authentication) to judge email quality.
- Authentication Importance: SPF, DKIM, and DMARC are vital for verifying senders and preventing address forgery.
- Domain and Subdomain Management: A well designed domain and subdomain management is vital for campaign success.
- Transition Considerations: Transitioning to a new setup should be well designed to reduce negative impact on deliverability.
Key considerations
- IP Warm-up Strategy: Gradually warm-up new IPs to establish positive sending history with ISPs.
- Authentication Setup: Properly configure SPF, DKIM, and DMARC records.
- List Hygiene: Regularly clean email lists to remove inactive/unengaged recipients.
- Gradual Transition: Implement changes progressively, monitoring deliverability metrics.
- Sender Reputation Awareness: Be mindful of sending practices and reputation factors (spam complaints, engagement).
- Consider Visible 'From': Pay attention to the visible 'From' and return-path alignment during transitions.
What email marketers say
18 marketer opinions
Changing ESPs and domains can significantly affect sender reputation and email deliverability. Switching ESPs requires warming up new IP addresses to establish credibility. A new domain lacks a sending history, demanding a reputation-building phase focused on authentication (SPF, DKIM, DMARC) and consistent sending practices. Maintaining proper list hygiene, understanding the impact of visible FROM versus return-path domains, and considering the implications of subdomains versus cousin domains are also vital for ensuring optimal email deliverability during such transitions.
Key opinions
- ESP Transition Impact: Switching ESPs can temporarily affect sender reputation and deliverability, necessitating a new IP address warmup period.
- Domain Change Impact: Changing domains requires building reputation from scratch with authentication (SPF, DKIM, DMARC) and consistent sending practices.
- Subdomain Considerations: Using subdomains effectively segments email traffic but can lead to deliverability issues if one subdomain is blacklisted.
- Cousin Domain Risks: Using cousin domains can damage brand reputation and make it easier for impersonators to target your audience.
- MX Record Importance: Domains with MX records tied to them require extra attention during ESP and domain transitions.
- Domain Reputation Basis: Domain reputation is based on sending history, spam complaints, and engagement metrics.
- Domain Age Significance: ISPs consider domain age when determining sender trustworthiness.
Key considerations
- IP Warmup: Gradually increase email volume to new IP addresses to build a positive sending reputation with ISPs.
- Domain Authentication: Implement SPF, DKIM, and DMARC to authenticate your domain and prevent email spoofing.
- List Hygiene: Maintain a clean email list by removing inactive or unengaged subscribers.
- FROM/Return Path Alignment: Carefully manage the relationship between the visible FROM address and the return-path address.
- Transition Strategy: Plan a gradual transition to a new ESP or domain to minimize disruption to sender reputation and deliverability.
- Monitor Deliverability: Monitor deliverability metrics closely during and after ESP or domain changes to identify and address any issues.
- Separate Traffic: Isolate different types of email traffic (e.g., transactional vs. marketing) using subdomains.
Marketer view
Email marketer from GlockApps discusses that a new domain will not have any sending reputation. A new domain can be used immediately; however, you have to warm it up to establish your reputation gradually.
15 Oct 2022 - GlockApps
Marketer view
Email marketer from Email Geeks responds stating correct. The domains that have an MX tied to it are the ones you have to really pay attention to. So if your visible From is different than the return-path, then you should be good.
4 Sep 2023 - Email Geeks
What the experts say
7 expert opinions
Experts suggest that while changing ESPs and domains can impact deliverability, some advocate for making all changes at once for a shorter disruption period. They emphasize the lack of need for different subdomains and highlight the benefit of using subdomains over purchasing entirely new domains. It is also important to isolate companies that rely on 'cold outreach' (spam) to prevent them from ruining the rest of the company and to carefully plan the transition with IP warming, monitoring, and consistent practices. Overall a new domain requires building a positive reputation focusing on authentication and engagement.
Key opinions
- All-at-Once Approach: Some experts advocate for changing ESPs and domains simultaneously to minimize the duration of disruption.
- Subdomain Sufficiency: Different subdomains are not necessary for deliverability, and using a subdomain of the main domain is often sufficient.
- Need to Isolate Spammers: Companies that rely on cold outreach (spam) should be isolated onto their own domain.
- Transition Planning: Transitioning to a new ESP requires careful planning, IP warming, and consistent sending practices.
- New Domain Reputation: A new domain needs to build a positive sending reputation from scratch, focusing on authentication and engagement.
Key considerations
- Assess Disruption Tolerance: Determine whether to change ESPs and domains separately or simultaneously based on disruption tolerance.
- Subdomain Strategy: Utilize subdomains effectively to manage email traffic without purchasing entirely new domains.
- Isolate Problematic Senders: Force companies reliant on spam onto their own domain to protect the rest of the company's deliverability.
- Implement Warmup Strategy: Gradually warm up new IPs when transitioning to a new ESP to build a positive sending reputation.
- Focus on Authentication: Prioritize email authentication (SPF, DKIM, DMARC) and engagement when starting with a new domain.
- Monitor Deliverability Metrics: Monitor deliverability metrics during and after changes to identify and address any issues.
Expert view
Expert from Email Geeks recommends the pain of moving all changes at once instead of twice is worth the outcome.
18 Sep 2023 - Email Geeks
Expert view
Expert from Email Geeks shares an argument for making all changes (ESP and domain) at once as it leads to a shorter period of disruption.
11 Jun 2023 - Email Geeks
What the documentation says
4 technical articles
Email deliverability is heavily influenced by domain and IP reputation, as assessed by mailbox providers like Google and Microsoft. A poor domain reputation, stemming from spam complaints or authentication issues, can lead to email filtering or blocking. New IP addresses and domains require careful management to avoid being flagged as spam. Authentication protocols like SPF and DMARC are essential for verifying sender identity and preventing forgery, ultimately improving deliverability.
Key findings
- Domain Reputation Importance: Google and other mailbox providers use domain reputation to assess email quality.
- IP/Domain Reputation Critical: Both IP and domain reputation are vital for email deliverability, particularly for new IPs and domains.
- SPF Authentication: SPF helps prevent sender address forgery by specifying authorized mail servers.
- DMARC Control: DMARC builds on SPF and DKIM, providing domain owners with greater control and reducing phishing.
Key considerations
- Manage Reputation: Carefully manage new IP addresses and domains to prevent spam flags.
- Implement Authentication: Implement authentication protocols like SPF, DKIM, and DMARC.
- Monitor Spam Complaints: Address spam complaints and authentication issues to maintain a positive domain reputation.
- Maintain Sending Volume: Control sending volume to positively impact your domain reputation.
Technical article
Documentation from Google Postmaster Tools answers question about Google uses domain reputation to assess the quality of incoming emails. Domain reputation is based on factors like spam complaints, sending volume, and authentication. Poor domain reputation can lead to emails being filtered to spam or blocked altogether.
15 Jun 2024 - Google Postmaster Tools
Technical article
Documentation from Microsoft explains that both IP and domain reputation are critical for email deliverability. New IP addresses and domains lack a sending history and require careful management to avoid being flagged as spam. Microsoft recommends implementing authentication protocols and monitoring sender reputation metrics.
10 Sep 2022 - Microsoft
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