Summary
The optimal domain strategy for email marketing after a brand merger is a multifaceted decision influenced by reputation management, tracking requirements, regional considerations, and technical expertise. The key debate centers around using subdomains versus a single domain. Subdomains offer the advantage of isolating reputation, which is crucial when one merging entity has a questionable sending history, allowing for granular tracking and segmentation, and offering a higher degree of control. Conversely, using a single domain may appear simpler but risks one brand's poor practices negatively affecting the entire domain's deliverability. Regardless of the choice, proper authentication (SPF, DKIM, DMARC) is paramount, as is adhering to technical standards and progressively warming up new IP addresses and domains.
Key findings
- Reputation Isolation: Subdomains effectively isolate sending reputation, shielding the main domain from negative impacts of less reputable brands during a merger.
- Granular Tracking: Subdomains allow for separate tracking and monitoring via tools like Google Postmaster Tools, offering deeper insights into deliverability performance.
- Technical Standards: Compliance with RFC 1035 and other technical specifications is necessary to avoid deliverability issues.
- Authentication is Key: Implementing SPF, DKIM, and DMARC for all domains and subdomains is essential for proper authentication, trustworthiness, and protection from spoofing and phishing.
- Warming is Crucial: Gradually warming up new IP addresses and domains/subdomains is a vital step to establish a solid sending reputation with ISPs post-merger.
- Single Domain Can Be Risky: Using a single shared domain without reputation isolation measures can lead to deliverability problems if one brand's email practices are subpar.
Key considerations
- Assess Sending History: Thoroughly evaluate the sending history and email practices of all merging brands to determine the level of reputation risk involved.
- Determine Reputation Goals: Decide on the desired level of reputation isolation based on the risk assessment. Consider isolating brands with different practices on separate subdomains.
- Evaluate Tracking Needs: Establish clear tracking and reporting requirements. Subdomains provide more detailed tracking options.
- Ensure Proper Authentication: Guarantee correct configuration of SPF, DKIM, and DMARC records for all domains and subdomains, and regularly audit to confirm continued functionality.
- Prioritize Technical Expertise: Ensure availability of or access to technical expertise to properly configure and manage email authentication protocols and DNS settings.
- Regional Targeting: Consider regional targeting by hostname.
- Consider Testing: Implement A/B testing of different set ups.
What email marketers say
12 marketer opinions
The optimal domain strategy for email marketing after a brand merger depends on several factors, including the email practices of the merged entities, desired levels of reputation isolation, and tracking needs. Some experts recommend using subdomains to isolate reputation, especially if one brand has a questionable sending history. This approach allows for better tracking, segmentation, and control over sender reputation. Warming up new IPs and domains is crucial. Others suggest using a single domain for simplicity and to consolidate reputation, particularly if email volumes are low in some markets. However, this approach carries the risk of one brand's poor email practices negatively impacting the deliverability of the entire domain. Proper email authentication (SPF, DKIM, DMARC) is essential in either scenario.
Key opinions
- Reputation Isolation: Subdomains can isolate the reputation of different brands or email types (transactional vs. marketing), preventing negative impacts on the main domain.
- Tracking & Segmentation: Subdomains provide better tracking capabilities and allow for segmentation of email traffic, enabling more granular monitoring and reporting.
- Warming Up: Warming up new IPs and domains/subdomains is crucial for establishing a positive sending reputation after a merger.
- Consolidated Reputation: Using a single domain can consolidate reputation, but it requires careful monitoring and adherence to best practices by all merged entities.
- Risk of Shared Domain: Poor email practices by one brand on a shared domain can negatively impact the deliverability of all emails sent from that domain.
Key considerations
- Email Practices: Assess the email practices and sending history of all merged entities to determine the risk of negative reputation impacts.
- Reputation Goals: Determine the desired level of reputation isolation. If brands have significantly different email practices, isolating them on subdomains may be prudent.
- Tracking Needs: Consider tracking and reporting requirements. Subdomains offer more granular tracking capabilities.
- Email Volume: Consider the email volume in smaller markets. Low volumes might not be enough to establish a good reputation on dedicated subdomains.
- Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is set up for all domains and subdomains.
- Friendly From Name: Consider using Friendly From Names with a single domain to keep things simple.
Marketer view
Email marketer from Quora explains that separating email streams onto different subdomains allows for better reputation management. This is beneficial after a merger as it prevents the reputation of one brand from negatively affecting the other. You can carefully monitor the deliverability of each domain.
28 Apr 2022 - Quora
Marketer view
Email marketer from SparkPost emphasizes that domain reputation is crucial for email deliverability. After a brand merger, assessing and potentially separating email streams via subdomains can help protect the primary domain's reputation if the acquired brand has a questionable sending history.
10 Aug 2022 - SparkPost
What the experts say
5 expert opinions
Experts suggest that the decision to use subdomains or a single domain after a brand merger hinges on the need for reputation isolation and tracking granularity. Subdomains can isolate reputation, preventing a brand with a poor sending history from harming the main domain's deliverability. They also enable separate tracking in tools like Google Postmaster Tools. Reasons for treating regions differently in hostname conventions include reputation management, easier measurement, and branding considerations. Keeping everything under the same organizational domain with potential subdomains remains a viable approach.
Key opinions
- Reputation Isolation: Subdomains can effectively isolate reputation, protecting the main domain from negative impacts from merged entities.
- Granular Tracking: Using subdomains allows for separate tracking of metrics via tools like Google Postmaster Tools, providing detailed insights into deliverability.
- Regional Considerations: Treating regions differently with hostname conventions can address branding, measurement, and reputation concerns.
Key considerations
- Reputation Risk: Assess the sending history of the merging brands to determine the level of reputation risk.
- Tracking Needs: Evaluate the need for granular tracking and reporting at the subdomain level.
- Organizational Structure: Consider keeping everything under the same organizational domain, but with subdomains to provide flexibility.
- Control: Using subdomains gives you greater control of what might happen if you have any issues with your main sending domain.
Expert view
Expert from Spamresource.com explains the benefits of using subdomains for reputation separation. It gives you greater control of what might happen if you have any issues with your main sending domain.
14 May 2024 - Spamresource.com
Expert view
Expert from Email Geeks suggests that reasons for treating different regions differently in a hostname sense could include disconnecting reputation, easier measurement, or branding in the From: header.
28 May 2024 - Email Geeks
What the documentation says
5 technical articles
Technical documentation emphasizes the critical importance of proper email authentication when using subdomains or transitioning to a new domain structure after a brand merger. Configuring SPF, DKIM, and DMARC records for all domains and subdomains is essential for ensuring emails are properly authenticated, trusted by receiving mail servers, and protected from spoofing and phishing attacks. Adhering to domain name and subdomain technical specifications outlined in RFC 1035 is also important to avoid technical issues with email delivery.
Key findings
- SPF Configuration: SPF records must be configured for each subdomain to ensure proper authentication and prevent emails from being marked as spam.
- DKIM Configuration: Correct DKIM configuration for custom domains and subdomains is essential for email authentication and trustworthiness.
- DMARC Implementation: Implementing DMARC policies for both main domains and subdomains protects against email spoofing and phishing attacks, maintaining trust and deliverability.
- RFC Compliance: Adhering to domain name and subdomain technical specifications outlined in RFC 1035 is necessary to avoid technical issues with email delivery.
- Overall Authentication: Overall proper authetication (SPF, DKIM, DMARC) helps build trust with ISPs, especially when transitioning to a new domain structure after a merger.
Key considerations
- Technical Expertise: Ensure you have the technical expertise to properly configure SPF, DKIM, and DMARC records.
- DNS Management: Carefully manage DNS records for all domains and subdomains to ensure accurate authentication.
- Policy Enforcement: Establish and enforce DMARC policies to protect your domains from unauthorized use.
- Testing: Always test email authentication configurations to ensure they are working correctly.
- Auditing: Perform audits of authentication and deliverability settings.
Technical article
Documentation from Mailchimp provides details on setting up and authenticating custom domains, which is critical for ensuring email deliverability. Proper authentication (SPF, DKIM, DMARC) helps build trust with ISPs, especially when transitioning to a new domain structure after a merger.
15 Nov 2024 - Mailchimp
Technical article
Documentation from Microsoft details the process of setting up DKIM (DomainKeys Identified Mail) for custom domains and subdomains in their email services. Correct DKIM configuration is essential for ensuring that your emails are authenticated and trusted by receiving mail servers. This becomes important when migrating to a new domain after a merger.
17 Sep 2022 - Microsoft
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