Summary
Migrating to a new ESP under Google and Yahoo's updated sender requirements necessitates careful attention to several key areas, including sender reputation, IP warming, email authentication (SPF, DKIM, DMARC), and list hygiene. A successful migration involves configuring DNS records, warming up the new IP address gradually, cleaning your email list, and continuously monitoring deliverability metrics, often using tools like Google Postmaster Tools. Experts recommend a strategic approach to IP warming and suggest using a dedicated subdomain to isolate sending reputation. Adhering to authentication standards and implementing a robust DMARC policy are critical for protecting your domain's reputation and ensuring compliance. There are mixed opinions on running both ESPs simultaneously, with some advocating for a clean cut while others question that recommendation. Failing to address these areas can lead to deliverability issues and non-compliance with the new enforcement rules.
Key findings
- Authentication Protocols: SPF, DKIM, and DMARC are crucial for authentication; incorrect setup leads to deliverability issues.
- Sender Reputation: Migrating impacts sender reputation; warming up new IP is essential.
- List Hygiene: Clean email lists before migrating; engaged lists help build sender reputation.
- Monitoring Deliverability: Monitor deliverability rates using tools like Google Postmaster Tools to detect problems.
- DNS Configuration: Correct DNS configuration is key, with custom return paths recommended by some ESPs.
- IP Warming: IP Warming is essential for a successful email migration.
Key considerations
- DNS Setup: Ensure proper SPF, DKIM, and DMARC records are correctly configured before the migration.
- IP Warmup Strategy: Implement a gradual IP warming strategy to build a positive sending reputation.
- List Cleaning: Clean your email list to remove unengaged recipients.
- Continuous Monitoring: Monitor deliverability and sender reputation after the migration.
- Subdomain Use: Consider using a dedicated subdomain to protect the reputation of the main domain.
- Simultaneous ESPs: Evaluate the strategy of using both ESPs concurrently vs. a clean cut.
- Enforcement Compliance: Remain up-to-date and compliant with Google and Yahoo’s latest sender requirements.
What email marketers say
12 marketer opinions
Migrating to a new Email Service Provider (ESP) can significantly affect how your emails are handled under the new Google and Yahoo sender requirements. Key areas of impact include sender reputation, IP warming, email authentication (SPF, DKIM, DMARC), and list hygiene. Preparing for the migration involves carefully configuring DNS records, warming up your new IP address, cleaning your email list, monitoring deliverability metrics, and considering a dedicated subdomain. Failing to address these areas can lead to deliverability issues, including emails being flagged as spam or blocked altogether.
Key opinions
- Sender Reputation: Migrating ESPs impacts sender reputation; new ESPs require rebuilding trust with mailbox providers.
- IP Warming: Warming up the new IP address by gradually increasing sending volume is crucial to avoid spam filters.
- Authentication: Correctly configuring SPF, DKIM, and DMARC records at the new ESP is essential for authentication and deliverability.
- List Hygiene: Cleaning the email list before migrating helps establish a good sender reputation with engaged recipients.
- Monitoring: Monitoring deliverability rates, especially using tools like Google Postmaster Tools, allows for early detection and resolution of deliverability problems.
- DNS Configuration: Proper setup of custom DNS records, including a custom return path, as suggested by the new ESP can improve deliverability.
- Best Practices: Following best practices already in place will help when migrating ESPs and adhering to Google and Yahoo requirements.
Key considerations
- DNS Records: Ensure all necessary DNS records (SPF, DKIM, DMARC) are correctly configured and propagated at the new ESP before fully transitioning.
- IP Warmup Strategy: Implement a gradual IP warming strategy to build a positive sending reputation with ISPs.
- List Cleaning: Clean your email list to remove unengaged or invalid addresses before migrating to improve deliverability.
- Deliverability Monitoring: Continuously monitor your deliverability metrics and sender reputation using available tools to identify and address any issues.
- Subdomain Usage: Consider using a dedicated subdomain for sending emails to isolate your sending reputation from your main domain.
- Timing: Carefully consider the timing of your ESP migration to minimize potential disruptions and ensure compliance with enforcement deadlines.
- Authentication Protocols: Ensure email authentication protocols are in place to deliver your emails following the new enforcement requirements.
Marketer view
Email marketer from Reddit emphasizes ensuring SPF, DKIM, and DMARC records are correctly configured and propagated to the new ESP before fully switching over. Incorrect or missing records can lead to deliverability issues due to the new enforcement rules.
7 Mar 2022 - Reddit
Marketer view
Email marketer from HubSpot Blog shares that moving to a new ESP can have some impact on deliverability rates, especially if a new IP address has not been warmed up. It is important to take steps to ensure a good sender reputation.
7 Mar 2022 - HubSpot Blog
What the experts say
4 expert opinions
Migrating ESPs while adhering to Google and Yahoo's new sender requirements necessitates careful planning, particularly around authentication (DKIM) and sender reputation. Experts emphasize the importance of IP warming to prevent triggering spam filters and highlight the need for consistent monitoring of deliverability metrics. Whether to run both ESPs simultaneously during the switch requires careful consideration, with the suggestion that DKIM settings remain consistent.
Key opinions
- DKIM Consistency: Enforcement is based on DKIM, and you can use the same DKIM domain across two different ESPs.
- IP Warming: Proper IP warming is critical to avoid spam filters and ensure deliverability with the new ESP.
- Sender Reputation: Maintaining sender reputation is crucial during and after the migration to comply with Google and Yahoo's requirements.
- Monitoring: Deliverability metrics should be monitored during migration.
Key considerations
- Simultaneous ESP Use: Consider the implications and benefits of using both old and new ESPs simultaneously during the transition.
- IP Warmup Strategy: Develop and execute a well-defined IP warming strategy for the new ESP.
- Reputation Management: Proactively manage and protect your sender reputation throughout the migration process.
- Compliance: Ensure all practices comply with Google and Yahoo's evolving sender requirements.
Expert view
Expert from Email Geeks explains enforcement is based on the DKIM d= and you can use the same d= across two different ESPs.
8 Sep 2021 - Email Geeks
Expert view
Expert from Word to the Wise explains that migrating to a new ESP requires careful attention to maintaining your sender reputation. They advise monitoring deliverability metrics and adjusting your sending practices as needed to ensure compliance with Google and Yahoo's requirements and avoid deliverability issues.
9 Nov 2023 - Word to the Wise
What the documentation says
3 technical articles
Migrating ESPs under Google and Yahoo's new sender requirements necessitates strict adherence to email authentication protocols (SPF, DKIM, DMARC). Failing to properly configure these protocols at the new ESP can lead to deliverability issues, including emails being blocked or marked as spam. Consistent authentication and DMARC policy implementation are vital for protecting your domain's reputation. Monitoring your reputation via Google Postmaster Tools is also highly recommended.
Key findings
- Authentication is Key: Consistently authenticating emails with SPF, DKIM, and DMARC is essential during and after ESP migration.
- Reputation Monitoring: Google recommends monitoring your sender reputation via Google Postmaster Tools.
- Policy Enforcement: Failure to set up authentication protocols properly can result in emails being blocked or marked as spam due to policy enforcements.
- DMARC Importance: A properly implemented DMARC policy is vital for protecting your domain's reputation.
Key considerations
- Protocol Setup: Ensure SPF, DKIM, and DMARC records are correctly configured at the new ESP before migrating.
- DMARC Alignment: Align SPF and DKIM records with your DMARC policy to prevent authentication failures and email rejections.
- Ongoing Monitoring: Continuously monitor your sender reputation and deliverability metrics to identify and address any issues.
- Policy Adherence: Adhere to authentication standards to follow Yahoo's Mail Sender Best Practices.
Technical article
Documentation from Yahoo Mail Sender Best Practices explains that adhering to authentication standards (SPF, DKIM, DMARC) is crucial. Migrating ESPs without properly setting up these protocols can result in your emails being blocked or marked as spam due to policy enforcements.
27 Sep 2024 - Yahoo Mail Sender Best Practices
Technical article
Documentation from DMARC.org highlights that a properly implemented DMARC policy is vital for protecting your domain's reputation when migrating ESPs. Failure to align SPF and DKIM records with your DMARC policy can lead to emails failing authentication checks and being rejected.
2 May 2023 - DMARC.org
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