Summary
Experts and email marketers overwhelmingly advise against immediately using a newly registered domain for email marketing due to its low reputation and the risk of triggering spam filters. The consensus is to allow an 'incubation' period, typically ranging from a few weeks to several months, to establish a legitimate online presence. Domain warming, a gradual increase in email volume, is essential for building a good sender reputation. Authentication, consistent sending habits, and avoiding spam triggers are also vital. Suspicious activities, like masking the main brand, should be avoided.
Key findings
- New Domains = Low Reputation/High Risk: New domains are inherently viewed with suspicion by mailbox providers and are prone to deliverability issues.
- Incubation Period is Required: Allowing a waiting period (at least 30 days, but ideally weeks to months) is crucial for establishing trust and a positive reputation.
- Domain Warming is Essential: Gradually increasing email volume (domain warming) is the most effective way to build sender reputation.
- Authentication is Key: Proper authentication (SPF, DKIM, DMARC) helps verify sender identity and improve deliverability.
Key considerations
- Legitimate Online Presence: Focus on building website traffic, engaging content, and general domain activity during the incubation period.
- Avoid Spam Signals: Steer clear of practices that trigger spam filters, such as purchased lists or deceptive subject lines.
- Monitor Deliverability: Track key metrics like open rates, bounce rates, and complaint rates to identify and address any deliverability problems.
- Consistency is Critical: Maintain consistent sending habits to build trust and a positive sender reputation over time.
What email marketers say
7 marketer opinions
Email marketers generally recommend waiting several weeks to months before heavily using a newly registered domain for email marketing. A gradual increase in email volume (domain warming) is crucial to building a good sending reputation. Starting with transactional emails to the most engaged subscribers, authenticating emails, and avoiding spam triggers are also commonly advised.
Key opinions
- Recommended Wait Time: Most experts suggest waiting between 2 weeks to 2 months before actively sending emails from a new domain.
- Domain Warming Importance: Gradually increasing email volume (domain warming) is essential for establishing a positive sender reputation.
- Start with Transactional Emails: Initiating with transactional emails to engaged subscribers helps build trust and rapport.
Key considerations
- Consistency: Consistent sending habits contribute to building a positive reputation.
- Authentication: Proper email authentication (SPF, DKIM, DMARC) is crucial to verify sender identity.
- Spam Avoidance: Avoiding spam triggers and focusing on high-quality content is vital for maintaining deliverability.
- Monitoring: Monitoring deliverability metrics and adjusting sending practices accordingly is essential for continuous improvement.
Marketer view
Email marketer from Reddit explains that it is generally recommended to wait at least 2-4 weeks before sending any marketing emails. To begin with transactional emails to build trust and rapport.
12 Mar 2022 - Reddit
Marketer view
Email marketer from GMass responds by saying that warming up a new IP address is essential to ensure emails reach inboxes rather than spam folders. They recommend gradually increasing sending volume and monitoring deliverability metrics. They say that this should take around a month to achieve.
2 Apr 2025 - GMass
What the experts say
9 expert opinions
Experts generally agree that using a newly registered domain immediately for email marketing is a bad practice due to low reputation. The recommended waiting period ranges from weeks to months, allowing the domain to establish a legitimate online presence. Suspicious activities, such as avoiding the main brand or rapidly acquiring addresses, raise red flags and can lead to deliverability issues. A slow and steady 'incubation' period with website traffic and general domain activity is crucial.
Key opinions
- New Domains = Low Reputation: Newly registered domains inherently have low sender reputations, impacting deliverability.
- Avoid Immediate Use: Using a new domain immediately for email is a major red flag and should be avoided.
- Incubation Period: A waiting period of weeks to months is recommended to build a legitimate online presence and domain reputation, but at least 30 days.
- Suspicious Activity: Avoiding main brand or rapid list acquisition are seen as suspicious practices.
Key considerations
- Domain Age Matters: The age of the domain significantly impacts sender reputation and deliverability.
- Legitimate Activity: Focus on building genuine website traffic and general domain activity during the incubation period.
- Reputation Issues: New domains can experience weird reputation issues for up to a year.
- Potential Blacklisting: Previously, blocklists existed that specifically targeted domains registered within the last day or week.
Expert view
Expert from Email Geeks shares that it is a hugely bad practice to register a domain and use it immediately for email and that at one time a blocklist listed domains registered in the last day (and there may have been one for the last week).
18 Jan 2024 - Email Geeks
Expert view
Expert from Email Geeks answers question stating that the problem is that the domain is one day old.
28 Sep 2023 - Email Geeks
What the documentation says
4 technical articles
Technical documentation emphasizes the importance of domain warm-up for establishing a positive sender reputation. Consistent sending, proper authentication, and gradually increasing email volume over several weeks are crucial. It is recommended to wait at least 30 days before sending larger campaigns. Starting with low volumes and monitoring deliverability are also advised. Immediately using a new domain can trigger spam filters.
Key findings
- Domain Warm-up Crucial: A proper domain warm-up is essential for new domains to avoid deliverability issues.
- Gradual Volume Increase: Sending volume should be gradually increased over several weeks or months.
- 30-Day Minimum: A minimum of 30 days for warm-up is generally recommended before sending larger campaigns.
- Authentication and Best Practices: Consistently authenticating emails and adhering to email best practices are essential.
Key considerations
- Consistency Over Time: Consistent sending over a period helps establish a positive relationship with mailbox providers.
- Desired Mail: Only send to engaged recipients who want to receive your mail.
- Avoid Spam Filters: New domains are sensitive and may be flagged if email habits are considered spam.
- Adapt Over Time: Increase volume over time, allowing algorithms to adapt, thus boosting deliverability.
Technical article
Documentation from SparkPost explains that a proper domain warm-up is crucial. They advise starting with low volumes and gradually increasing the sending volume over several weeks. They recommend at least 30 days of warm-up before sending larger campaigns.
27 Nov 2024 - SparkPost
Technical article
Documentation from Microsoft details methods to improve domain reputation so they don't flag the emails being sent from a new domain or IP. They share that consistent sending over a period of time is essential in developing a good relationship. Volume should steadily increase over time so algorithms can learn and adapt.
26 Jun 2023 - Microsoft
Are domain warmup tools like Lemwarm or WarmupInbox effective and safe to use?
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How do I warm up a new IP address for transactional emails?
How do you warm up a new dedicated sending domain for automated email flows with a welcome series?
How do you warm up a new sending domain on an existing warmed IP address?
