Summary
Domain reputation has a significant impact on subdomain reputation in email marketing. Experts, marketers, and documentation sources agree that a strong root domain builds trust for subdomains, while poor sending practices at any level can negatively affect the entire domain family. Major email providers like Gmail and Microsoft consider all mail for a domain, regardless of the subdomain, and Spamhaus consolidates subdomain reputations into domain reputation. Isolating email streams or using separate IP addresses offers limited protection, as ISPs and blacklists often assess the entire domain. Consistent monitoring of subdomain health, adherence to CAN-SPAM and CASL, and careful configuration of SPF records are crucial for maintaining a positive domain-wide reputation.
Key findings
- Unified Assessment: Major email providers evaluate entire domains, not just individual subdomains.
- Reputation Flow: Subdomain reputations influence the overall domain reputation and vice versa.
- Negative Impact: Poor sending practices on any subdomain can damage the entire domain's reputation.
- Limited Isolation: Isolating email streams offers limited protection from reputation damage.
- Consolidated Reputation: Email Spamhaus and other providers consolidate subdomains in domain reputation
Key considerations
- Holistic Approach: Implement a holistic email marketing strategy across all subdomains.
- Compliance: Ensure compliance with CAN-SPAM and CASL regulations on all subdomains.
- Monitoring: Consistently monitor subdomain health and sending practices.
- SPF Configuration: Carefully configure SPF records to avoid authentication issues.
- Root Domain Health: Maintain a positive sending reputation for the root domain.
What email marketers say
9 marketer opinions
Domain reputation significantly influences subdomain reputation in email marketing. A strong root domain builds trust, while poor sending practices at the domain level tarnish all subdomains. Even with isolated email streams or separate IP addresses, major domain-level blacklists often consider the entire domain. Subdomain health contributes to overall domain health, and consistent monitoring is essential. ISPs frequently group subdomains when assessing sender reputation.
Key opinions
- Domain Reputation Impact: Domain reputation strongly impacts subdomain reputation; a good domain reputation enhances subdomain credibility.
- Consolidation by Spamhaus: Spamhaus consolidates subdomain reputation into domain reputation for spam determination.
- Potential for Damage: Poor sending practices on subdomains negatively affect the overall domain reputation.
- ISPs Grouping Subdomains: ISPs commonly group subdomains for sender reputation assessments.
- Limited Isolation: Isolating email streams or using separate IPs may not fully shield the main domain from reputation damage.
Key considerations
- Monitoring: Consistent monitoring of email metrics across all subdomains is crucial for maintaining a strong domain reputation.
- Sending Practices: Maintain good sending practices on all subdomains to protect the primary domain's reputation.
- Segmentation Strategy: Segment email streams with subdomains for different purposes (e.g., transactional vs. marketing) to help manage reputation but be aware of the overlap.
- Blacklist Impact: Major domain-level blacklists often consider the entire domain, regardless of IP separation.
- Root Domain Health: Ensure the root domain is healthy as it contributes to the success of all subdomains.
Marketer view
Email marketer from Neil Patel shares that a strong root domain builds trust for all subdomains. A positive reputation at the domain level helps subdomains gain credibility faster.
14 Feb 2022 - Neil Patel
Marketer view
Email marketer from Reddit user u/EmailExpert123 shares that if subdomains are used for different purposes (transactional vs marketing), problems in one subdomain can affect the overall domain reputation if not properly managed. Consistent monitoring is crucial.
4 Aug 2021 - Reddit
What the experts say
4 expert opinions
Email experts emphasize that domain reputation strongly impacts subdomain reputation. Major email providers like Gmail and Microsoft assess all mail within a domain, regardless of the subdomain. Poor sending habits on subdomains negatively affect the overall domain reputation, with subdomain reputations contributing to the trustworthiness of the primary domain. Maintaining good practices across all subdomains is essential, and legal compliance (CAN-SPAM, CASL) is crucial, especially regarding unsubscribe links and physical addresses.
Key opinions
- Provider Assessment: Major email providers (Gmail, Microsoft) evaluate all mail within a domain, irrespective of subdomain.
- Reputation Flow: Subdomain reputations contribute to and influence the overall domain reputation; it's a two-way street.
- Negative Impact: Poor sending habits on subdomains degrade the primary domain's reputation.
- Legal Compliance: Failure to comply with CAN-SPAM and CASL regulations damages domain reputation.
Key considerations
- Holistic Sending: Adopt holistic email practices across all subdomains, understanding that providers view the domain as a whole.
- Compliance: Ensure strict adherence to CAN-SPAM and CASL, including unsubscribe links and physical addresses.
- Proactive Monitoring: Actively monitor sending practices and reputation on all subdomains.
- Reputation Management: Implement a comprehensive reputation management strategy covering all subdomains.
Expert view
Expert from Word to the Wise, Dennis Dayman, explains that bad sending habits on subdomains negatively impact the reputation of the overall domain. He says it's crucial to maintain good sending practices on all subdomains to safeguard the reputation of the primary domain.
5 Sep 2024 - Word to the Wise
Expert view
Expert from Spam Resource, Laura Atkins, shares that subdomain reputations contribute to the overall domain reputation. She mentions that mailbox providers often evaluate the entire domain, so the sending practices on subdomains affect the main domain's trustworthiness.
3 Feb 2023 - Spam Resource
What the documentation says
3 technical articles
Official documentation from Google, Microsoft, and RFC outlines the intricate relationship between domain and subdomain reputation. Google highlights that a domain with a poor sending reputation can negatively impact subdomain deliverability, even if each subdomain has its own reputation. Microsoft's Defender for Office 365 assesses the entire domain, meaning that subdomain issues can affect the main domain. RFC emphasizes that SPF records configured on the primary domain can impact subdomain authentication, potentially affecting the entire domain family if misconfigured.
Key findings
- Google's Perspective: Google indicates a negative domain reputation impacts subdomain deliverability.
- Microsoft's Perspective: Microsoft assesses sender reputation by considering the entire domain.
- SPF Record Impact: RFC notes that primary domain SPF records can influence subdomain authentication.
- Interdependence: There's a demonstrated interdependency between domain and subdomain reputation.
Key considerations
- Domain Health: Prioritize maintaining a healthy sending reputation for the root domain.
- Configuration: Carefully configure SPF records, considering their potential impact on subdomains.
- Holistic Approach: Adopt a holistic approach to email deliverability across the entire domain family.
- Monitoring Authentication: Regularly monitor email authentication for both the domain and its subdomains.
Technical article
Documentation from Google Workspace Admin Help explains that while each subdomain has its own specific reputation, a domain with a poor sending reputation can negatively impact the deliverability of emails sent from its subdomains.
21 Mar 2024 - Google Workspace Admin Help
Technical article
Documentation from Microsoft explains that Microsoft Defender for Office 365 considers the entire domain when evaluating sender reputation, meaning that issues with email practices on a subdomain can potentially affect the deliverability of emails sent from the main domain.
8 Mar 2024 - Microsoft
Do subdomains need their own DMARC records if the main domain has one?
Does subdomain data roll up to the root domain in Google Postmaster Tools?
How do DMARC policies and RUA/RUF settings inherit or override each other between a domain and its subdomains?
How do DMARC records on subdomains override root domain DMARC policies?
How do subdomain deliverability issues affect parent domains, and what are the primary causes of email deliverability problems?
How much does subdomain reputation affect core domain reputation?
