Summary
Migrating ESPs effectively requires a multifaceted strategy focused on maintaining and building a positive sender reputation. Key practices include gradually warming up new IP addresses and domains, prioritizing proper email authentication (SPF, DKIM, DMARC), and segmenting email traffic by using dedicated subdomains. Monitoring deliverability metrics, engaging with ISPs, and actively managing your sender reputation are essential. Moreover, cleaning your email list, testing your email infrastructure, and adhering to SMTP standards contribute to a seamless and successful migration. Prioritize high-quality content to boost engagement and segment transactional and marketing emails. Use tools like Google Postmaster Tools, Microsoft SNDS, and Talos Intelligence to monitor your sending reputation and proactively address potential issues.
Key findings
- Warmup is Essential: Warming up new IP/domain combinations is universally required, regardless of other factors.
- Authentication is Key: Properly configured SPF, DKIM, and DMARC records are crucial for proving legitimacy and improving deliverability.
- Subdomain Segmentation: Using dedicated subdomains for different email types (e.g., transactional vs. marketing) helps isolate deliverability issues.
- Monitoring is Critical: Actively monitoring deliverability metrics (bounce rates, complaint rates, inbox placement) allows for timely adjustments.
- Reputation Matters: A positive sender reputation significantly impacts deliverability; proactive management is essential.
- Engagement Boost: High-quality, engaging content encourages recipient interaction and improves sender reputation.
Key considerations
- Consumer Domains: Domain reputation is increasingly important, especially for consumer email providers.
- ISP Engagement: Communicating with ISPs can facilitate a smoother transition and improve deliverability.
- List Hygiene: Cleaning your email list before migrating improves engagement and protects your reputation.
- Tool Utilization: Leverage tools like Google Postmaster Tools and Microsoft SNDS to gain insights into your sending practices.
- SMTP Compliance: Ensure adherence to SMTP standards to avoid technical deliverability problems.
- IP vs Domain Reputation: Domain reputation is more important than IP at many consumer domains, particularly after the initial SMTP connection.
What email marketers say
11 marketer opinions
Migrating ESPs requires a strategic approach to subdomain and IP warmups to maintain a positive sender reputation and ensure deliverability. Key practices include preserving the 'From' domain, gradually increasing sending volume to engaged subscribers, and segmenting email types using consistent subdomains. Prioritize email authentication setup, infrastructure testing, and continuous monitoring of deliverability metrics. Proactive reputation management, including cleaning email lists and engaging with ISPs, is essential for a smooth transition.
Key opinions
- Domain Preservation: Preserving the 5321.From domain is more critical than the FQDN during migration.
- Gradual Warmup: Gradually increase sending volume, starting with highly engaged subscribers.
- Subdomain Segmentation: Use consistent subdomains to segment email types (e.g., transactional vs. marketing).
- Authentication Importance: Properly configure email authentication (SPF, DKIM, DMARC) before starting the warmup.
- Reputation Monitoring: Continuously monitor deliverability metrics and sender reputation through tools and feedback loops.
- List Hygiene: Clean your email list to remove inactive and invalid addresses before starting the warmup.
Key considerations
- Reputation Impact: A poor sender reputation can significantly impact email deliverability, necessitating proactive management.
- ISP Engagement: Engaging with ISPs during the migration process can facilitate a smoother transition.
- Volume Throttling: Whether a single dedicated IP is sufficient depends on reputation and potential throttling.
- Infrastructure Testing: Thoroughly test email infrastructure and authentication setup to avoid being flagged as spam.
- Content Quality: High-quality, engaging content is crucial to encourage recipient interaction and improve sender reputation.
- Feedback Loops: Set up feedback loops with ISPs to monitor spam complaints and address deliverability issues promptly.
Marketer view
Email marketer from GMass advises using consistent subdomains for different types of emails (e.g., transactional vs. marketing) to ensure a stable reputation for each. Clearly separate the two to protect your transactional emails.
8 Oct 2024 - GMass
Marketer view
Email marketer from Mailjet recommends using subdomains to segment your email traffic and protect your main domain's reputation. Warming up subdomains separately allows you to isolate any deliverability issues and maintain a consistent sending reputation for important transactional emails.
20 Apr 2022 - Mailjet
What the experts say
9 expert opinions
Migrating ESPs involves several critical factors for maintaining deliverability. While IP address reputation is important for initial SMTP transaction, domain reputation increasingly influences delivery, particularly with consumer domains. Proper warmup of new IP/domain combinations is essential, regardless of whether hostnames are customized or maintained. If ESP overlap exists, using a new subdomain is crucial. Avoid hostname conflicts between ESPs. Separating transactional and marketing emails is recommended. Proactive reputation management, including monitoring blacklists and engaging with ISPs, is key to a smooth migration.
Key opinions
- IP vs. Domain Reputation: Domain reputation is becoming increasingly important, especially for consumer domains.
- Warmup Necessity: Warming up new IP/domain combinations is always required during ESP migration.
- Subdomain for Overlap: Use a new subdomain if there is any overlap between ESPs during the migration.
- Hostname Conflicts: Avoid hostname conflicts between the old and new ESP configurations.
- Email Separation: Separating transactional and marketing email streams is a recommended best practice.
- Proactive Management: Proactive reputation management is key, including monitoring blacklists and setting up feedback loops.
Key considerations
- Consumer Domains: Pay special attention to domain reputation for consumer email providers.
- Hostname Customization: Customizing hostnames is acceptable, but doesn't negate the need for warmup.
- ISP Engagement: Engaging with ISPs during the migration process can improve deliverability outcomes.
- Reverse DNS/HELO: Ensure reverse DNS and HELO are syntactically valid and don't appear suspicious.
Expert view
Expert from Email Geeks explains that if you’re doing ANY overlap in ESPs at all, then you’re going to want to set up a new subdomain.
3 Oct 2023 - Email Geeks
Expert view
Expert from Spam Resource explains that proactive reputation management is crucial during ESP migration, including monitoring blacklists, setting up feedback loops, and addressing any deliverability issues promptly to minimize disruptions and maintain a positive sending reputation.
17 Dec 2021 - Spam Resource
What the documentation says
6 technical articles
Migrating ESPs successfully relies heavily on adhering to established email deliverability best practices. Warming up IP addresses gradually is essential to building a positive sender reputation. Proper email authentication (SPF, DKIM, DMARC) is crucial to proving legitimacy. Continuous monitoring of deliverability metrics like bounce rates and complaint rates allows for timely adjustments to the warmup strategy. Utilizing tools like Google Postmaster Tools and Microsoft SNDS provides insights into how mailbox providers view your sending practices. Adherence to SMTP standards is fundamental for ensuring proper email transmission and avoiding spam flags.
Key findings
- Gradual IP Warmup: Gradually increasing sending volume from new IP addresses establishes a positive sender reputation.
- Email Authentication: Properly configured SPF, DKIM, and DMARC records are crucial for proving legitimacy.
- Deliverability Monitoring: Actively monitor bounce rates, complaint rates, and inbox placement to identify issues.
- Google Postmaster Tools: Leverage Google Postmaster Tools to understand Google's perspective on your sending practices.
- Microsoft SNDS: Use Microsoft SNDS to monitor IP reputation and identify issues specific to Microsoft's email services.
- SMTP Compliance: Adherence to SMTP standards is essential for proper email transmission and avoiding spam filters.
Key considerations
- Reputation Building: Prioritize building a positive sender reputation from the outset.
- Proactive Issue Identification: Regularly monitor deliverability metrics to proactively identify and address issues.
- Tool Utilization: Take full advantage of the tools provided by mailbox providers (Google, Microsoft) to gain insights into your sending practices.
- Standard Adherence: Ensure strict compliance with SMTP standards to avoid technical deliverability problems.
Technical article
Documentation from Amazon Web Services explains that warming up IP addresses involves gradually increasing the volume of email sent from new IP addresses to establish a positive sending reputation with ISPs. This helps avoid being flagged as spam and ensures better deliverability.
26 Dec 2021 - Amazon Web Services
Technical article
Documentation from Google Postmaster Tools explains the need to leverage Google Postmaster Tools to monitor your domain's reputation and identify any potential deliverability problems. This tool provides valuable insights into how Google views your sending practices.
20 May 2022 - Google
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