Summary
When deciding whether to use a new domain or a new 'from' address for software email alerts, the consensus is that leveraging an existing domain or a subdomain is generally preferable to starting from scratch with a new domain due to the time and effort required to build a positive sender reputation. Separating transactional and marketing emails using different subdomains or dedicated IPs is crucial for maintaining deliverability and isolating reputation issues. Consistent 'from' addresses build trust. Email authentication (SPF, DKIM, DMARC) is essential for deliverability and preventing spoofing. If a new domain is necessary, it must be warmed up gradually. Using dedicated MTAs or ESPs, segmenting emails, and maintaining list hygiene also contribute to better deliverability.
Key findings
- Sender Reputation is Key: Building a sender reputation from scratch is time-consuming and can initially lead to deliverability issues, making leveraging an existing domain or subdomain a better option.
- Domain/IP Separation: Separating transactional and marketing email streams with different domains, subdomains, or dedicated IPs helps isolate reputation issues and maintain deliverability.
- Email Authentication: Implementing SPF, DKIM, and DMARC is crucial for verifying sender identity, improving deliverability, and protecting against spoofing and phishing.
- Brand Recognition Matters: Using a consistent and recognizable 'from' address and domain builds trust and encourages engagement with emails.
Key considerations
- Domain Warm-up: If a new domain is used, it must be warmed up gradually to establish a positive sender reputation.
- Dedicated Infrastructure: Consider using a dedicated MTA or ESP for transactional emails to maintain control over sending reputation.
- List Hygiene: Maintaining good list hygiene, including removing inactive or invalid addresses, is essential for maximizing deliverability.
- Monitoring & Adjustments: Deliverability needs to be constantly monitored, and sending practices adjusted based on performance data (e.g., bounce rates, spam complaints).
- Mitigate against abuse/spam attack: A different from domain to your main website, stopping click tracking links from impacting sending reputation if you were to receive abuse or a spam attack should be considered.
What email marketers say
12 marketer opinions
When deciding whether to use a new domain or a new from address for software email alerts, several factors related to deliverability and sender reputation come into play. Experts generally recommend using a subdomain or a new 'from' address with the existing domain to avoid the challenges of building a new domain's reputation from scratch. Separating transactional and marketing emails by using different subdomains or dedicated IPs is often suggested to isolate reputation issues. Key considerations include warming up new domains, implementing email authentication protocols (SPF, DKIM, DMARC), and the importance of brand recognition. If possible, using a dedicated MTA or ESP for transactional emails is advisable. Finally, maintaining proper email segmentation and dedicated IP addresses can help manage sending reputation and ensure optimal deliverability.
Key opinions
- Sender Reputation: Using a new domain requires building sender reputation from scratch, which can take months and impact deliverability.
- Subdomain Recommendation: Utilizing a subdomain (e.g., alerts.yourdomain.com) allows for isolating the reputation of software alerts without the need for a completely new domain.
- Transactional Separation: Separating transactional and marketing emails, often through different subdomains or dedicated IPs, helps maintain sender reputation and improve deliverability.
- Authentication Protocols: Implementing SPF, DKIM, and DMARC records is crucial for improving deliverability and protecting against spoofing.
- Dedicated MTA/ESP: If feasible, sending software notifications through a dedicated MTA or ESP (with different DKIM settings) is recommended.
Key considerations
- Domain Warm-up: New domains need to be warmed up gradually to avoid being flagged as spam.
- Brand Recognition: Using a familiar domain or subdomain helps maintain brand recognition and builds trust with recipients.
- IP Reputation: Setting up a dedicated IP address for transactional emails can help maintain a separate reputation from marketing emails.
- Email Segmentation: Segmenting emails based on purpose (marketing, transactional) and creating separate sending profiles will stop issues from affecting others.
- Potential abuse/spam attack: Recommendation of a different from domain to your main website, stopping click tracking links from impacting sending reputation if you were to receive abuse or a spam attack.
Marketer view
Marketer from Email Geeks suggests that assuming there are no current issues with the sending reputation, using a new address with the current domain is preferable to creating a brand new domain. Using a different DKIM key for the notifications would also be a good idea, and it's also fine to use a sub-domain in the return path address if that's how the software works. He suggests to make sure that they are easy to turn off.
31 Mar 2024 - Email Geeks
Marketer view
Email marketer from Omnisend mentions one option is to set up a dedicated IP for transactional mail, they also make a point of recommending a different from domain to your main website as this will also stop click tracking links from impacting your sending reputation if you were to receive abuse or a spam attack.
18 Sep 2022 - Omnisend
What the experts say
2 expert opinions
Experts from Word to the Wise emphasize the importance of separating sending infrastructure (domains and IPs) for different email streams, particularly transactional and marketing. This separation helps isolate reputation issues, safeguarding the deliverability of critical emails. They also highlight that while using a new domain requires building a reputation from scratch, leveraging an existing, reputable domain can be advantageous if managed correctly. Deliverability and list hygiene are key considerations in this decision.
Key opinions
- Infrastructure Separation: Separating sending infrastructure for different email streams is crucial for isolating reputation issues.
- Reputation Management: IP and domain reputation need to be carefully managed to ensure optimal deliverability.
- New vs. Existing Domain: Using a new domain requires building a reputation from scratch, while an existing domain can be advantageous if managed correctly.
Key considerations
- Deliverability: Deliverability must be a primary factor in deciding whether to use a new or existing domain.
- List Hygiene: Maintaining good list hygiene is essential for managing sender reputation and improving email deliverability.
Expert view
Expert from Word to the Wise explains that separating sending infrastructure (including domains and IPs) for different email streams (transactional, marketing, etc.) is crucial. This helps isolate reputation issues and protects the deliverability of critical emails.
26 Jun 2023 - Word to the Wise
Expert view
Expert from Word to the Wise Staff highlights the importance of IP and domain reputation, emphasizing that both need to be carefully managed. Using a new domain requires building a reputation from scratch, whereas leveraging an existing, reputable domain can be advantageous if managed correctly. Consider deliverability and list hygiene before deciding.
2 May 2025 - Word to the Wise
What the documentation says
4 technical articles
Technical documentation emphasizes several aspects of managing email deliverability for software alerts. Using a dedicated IP for transactional emails, as suggested by AWS, can help maintain a separate reputation from marketing emails. The IETF highlights the importance of a consistent and recognizable 'From:' address to build trust. DMARC.org stresses that DMARC policies protect against spoofing and phishing attacks, improving sender reputation and deliverability. Microsoft advises separating bulk/transactional from corporate email traffic and considering third-party services to avoid hitting sending limits.
Key findings
- Dedicated IP for Transactional Emails: A dedicated IP address for transactional emails can help maintain a distinct reputation.
- Consistent 'From:' Address: A consistent and recognizable 'From:' address builds trust with recipients.
- DMARC Protection: DMARC policies are essential for protecting against spoofing and phishing attacks, thereby improving deliverability.
- Traffic Separation: Seperating bulk/transactional email from corporate email traffic is best practice. Consider third party transactional services to stay within sending limits.
Key considerations
- Reputation Control: Managing reputation separately for transactional and marketing emails is crucial.
- Trust Building: Establishing trust through consistent sender identity is key.
- Email Security: Implementing security measures like DMARC is important for protecting your domain and recipients.
- Sending Volume: Knowing sending limits and options for getting around these, is a key consideration.
Technical article
Documentation from DMARC.org explains that DMARC helps protect your domain from email spoofing and phishing attacks. Implementing DMARC policies is essential for maintaining a good sender reputation and improving email deliverability.
12 Jun 2021 - DMARC.org
Technical article
Documentation from IETF explains that the 'From:' address in an email header identifies the sender. While technically you can use any address, using a consistent and recognizable address builds trust with recipients.
14 Nov 2021 - IETF
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