Summary
Migrating to a new Email Service Provider (ESP) and altering the 'From' address requires careful planning to maintain email deliverability. Experts and marketers overwhelmingly recommend proactively notifying subscribers about the change. This communication should explain the reason for the switch and encourage recipients to whitelist the new 'From' address to prevent emails from being marked as spam. Proper configuration of email authentication protocols like SPF, DKIM, and DMARC is essential. IP warming, which involves gradually increasing sending volume from new IPs, is also crucial for establishing a positive sender reputation. Monitoring deliverability metrics, such as bounce rates and spam complaints, throughout the migration process is essential to quickly identify and address any issues. Welcome emails can play a role in reaffirming sender identity with new From Addresses.
Key findings
- Subscriber Notification: Informing subscribers about the 'From' address change is considered a best practice to reduce confusion and spam complaints.
- Whitelisting Request: Asking subscribers to whitelist the new address improves deliverability by ensuring emails reach the inbox.
- IP Warming: Gradually warming up new IPs is essential for establishing a good sender reputation and avoiding spam filters.
- Authentication Configuration: Properly configured SPF, DKIM, and DMARC records are crucial for email authentication.
- Reputation Management: Maintaining a good sender and domain reputation is critical for email deliverability to major providers like Gmail.
- Deliverability Monitoring: Monitoring deliverability metrics allows for quick identification and resolution of any issues.
Key considerations
- Notification Timing: Determine the optimal time to send the notification to subscribers before the 'From' address change.
- Message Clarity: Craft a clear and concise message explaining the reason for the 'From' address change and the steps subscribers should take.
- Segmentation Strategy: Consider segmenting subscribers for the notification based on engagement levels.
- IP Warm-up Plan: Develop a detailed IP warm-up plan to gradually increase sending volume from new IPs.
- List Hygiene: Clean the email list before migration to remove inactive or invalid addresses.
- Post-Migration Monitoring: Closely monitor deliverability metrics after migration to ensure the changes have not negatively impacted performance.
What email marketers say
10 marketer opinions
When migrating to a new ESP and changing the 'From' address, it's crucial to proactively notify subscribers. This communication should inform them about the upcoming change, encouraging them to whitelist the new address. Warming up new IPs with low-volume, high-engagement sends is also recommended to maintain a good sender reputation and avoid spam filters. Welcome emails can help set expectations and build trust with subscribers. Gradual ramp-up of sending volume and consistent monitoring of deliverability are vital to ensure emails land in the inbox. Taking these steps minimises confusion, spam complaints and bounces, ultimately improving overall email deliverability.
Key opinions
- Proactive Notification: Informing subscribers about the 'From' address change reduces confusion and spam complaints.
- Whitelist Request: Asking subscribers to whitelist the new address improves deliverability rates.
- IP Warming: Gradually warming up new IPs ensures emails land in the inbox.
- Reputation Maintenance: Maintaining a good sender reputation is critical during ESP migration.
- Welcome Emails: Welcome emails help set expectations and build trust with subscribers.
- Volume Ramp-Up: Gradually increasing sending volume prevents triggering spam filters.
- Deliverability Monitoring: Consistently monitoring deliverability rates ensures emails reach the inbox.
Key considerations
- Timing of Notification: Decide when to send the pre-migration notification to maximize its impact without causing undue concern.
- Content of Notification: Craft a clear and concise message explaining the 'From' address change and its benefits.
- Segmentation: Consider segmenting subscribers for the notification based on engagement levels.
- Post-Migration Monitoring: Continuously monitor deliverability metrics post-migration to address any emerging issues.
- Authentication Protocols: Ensure that SPF, DKIM, and DMARC are properly configured to authenticate emails and improve deliverability.
- List Hygiene: Clean your email list before migration to remove inactive or invalid addresses, improving your sender reputation.
Marketer view
Email marketer from Reddit highlights that informing subscribers about the new 'From' address can prevent them from marking your emails as spam. Explain the change to prevent confusion.
13 Jun 2024 - Reddit
Marketer view
Email marketer from Litmus explains that welcome emails are crucial for setting expectations and building trust. A well-crafted welcome email after the migration can help subscribers recognize the new 'From' address and prevent confusion.
26 Nov 2023 - Litmus
What the experts say
4 expert opinions
Experts agree that notifying subscribers before changing the 'From' address during an ESP migration is a good practice. Highlighting the change minimizes confusion and potential spam complaints. Even when switching for branding purposes, it's recommended to inform recipients. Additionally, IP warming (gradually increasing sending volume) is crucial for establishing a sending reputation and maintaining deliverability.
Key opinions
- Notify Subscribers: Informing subscribers about the 'From' address change is crucial to minimize confusion and prevent spam complaints.
- Branding Changes: Even when changing the 'From' address for branding, it's recommended to notify recipients.
- IP Warming: IP warming is essential for establishing a sending reputation when switching ESPs.
- Deliverability Monitoring: Monitoring deliverability metrics during IP warming is critical.
Key considerations
- Clarity of Communication: Clearly explain the reason for the change in the notification.
- Timing: Send the notification with enough lead time before the actual change.
- IP Warm-up Strategy: Develop a well-defined IP warm-up strategy to gradually increase sending volume.
- List Segmentation: Consider segmenting your list for the initial warm-up sends to the most engaged users.
Expert view
Expert from Email Geeks explains that switching to a new sending domain for better branding is normal and shouldn't cause major issues. He still recommends mentioning it to recipients.
9 Feb 2024 - Email Geeks
Expert view
Expert from Email Geeks advises that if the email address in the 'From:' header is changing due to migrating to a new ESP and a new sending domain, it's a good practice to highlight this change to existing subscribers before the switch.
13 Jul 2022 - Email Geeks
What the documentation says
5 technical articles
Email deliverability relies heavily on proper configuration and maintenance of email authentication standards, sender reputation, and adherence to established protocols. The 'From:' field's correct syntax is defined by RFC standards. Domain and sender reputation significantly impact deliverability to major providers like Gmail, and are affected by sending practices, spam complaints, and engagement. SPF, DKIM are crucial for verifying sender identity and ensuring message integrity, reducing the likelihood of emails being marked as spam. Monitoring sender reputation after migration is essential to identify and address any deliverability issues.
Key findings
- RFC Standards: The 'From:' field has a defined syntax that must be followed.
- Domain Reputation: Domain reputation significantly impacts email deliverability, especially to Gmail users.
- SPF Configuration: Properly configured SPF records are essential for email authentication.
- DKIM Implementation: DKIM verifies sender identity and message integrity, reducing spam classification.
- Sender Reputation: Sender reputation is a key factor in email deliverability, influenced by sending volume, complaints, and engagement.
Key considerations
- Authentication Configuration: Ensure all authentication protocols (SPF, DKIM, DMARC) are correctly configured.
- Reputation Monitoring: Monitor domain and sender reputation closely, especially after any changes like ESP migration.
- Sending Practices: Maintain consistent and responsible sending practices to avoid spam triggers.
- Engagement Metrics: Track and analyze engagement metrics (opens, clicks) to understand and improve sender reputation.
- DMARC Policy: Implement and monitor a DMARC policy to control how your domain is used and prevent spoofing.
Technical article
Documentation from RFC Editor specifies the proper syntax of the From: field. It explains the 'From:' field contains the identity of the sender(s), and that multiple addresses are permitted under specific conditions.
19 Apr 2025 - RFC Editor
Technical article
Documentation from Google explains that domain reputation affects email deliverability to Gmail users. Maintaining a positive reputation involves consistent sending practices, proper authentication, and avoiding spam triggers.
18 Oct 2023 - Google Postmaster Tools
Are custom sending domains worth the money and effort?
How can I improve email deliverability and open rates for a client with a bad domain reputation, especially with Gmail, and what strategies should I use for unengaged users?
How do I recover domain reputation after a sudden high volume email send to unengaged users?
How do I transition to a new ESP while maintaining sends on my current platform using the same domain?
How do you migrate an email sending domain from one platform to another?
How does changing ESPs and domains affect sender reputation and email deliverability?
