Summary
Moving a sender domain to a different ESP presents numerous deliverability challenges. These risks encompass IP warming requirements to establish a positive reputation, the potential carryover of a poor sender reputation from the previous ESP, the critical need for proper email authentication (SPF, DKIM, DMARC) setup, and the importance of migrating a clean email list. Newly registered domains are viewed with suspicion. The use of "cousin" domains should be avoided, or warmed up correctly. Maintaining consistent sending practices and relevant content are essential. A strict DMARC policy with improperly configured SPF and DKIM can block legitimate emails. In addition, using spam trigger words, uncleaned lists, and improperly configured tracking domains pose threats. Monitoring deliverability and engagement is key to spotting issues. Therefore, warming your new IPs, cleaning your list, and not using trigger words are vital.
Key findings
- IP Warming: New IPs require gradual warm-up to build sender reputation.
- Existing Reputation: A poor sender reputation from the old ESP can negatively affect deliverability.
- Authentication: Incorrect SPF, DKIM, and DMARC setups lead to deliverability problems.
- List Hygiene: Unclean email lists cause high bounce rates and spam complaints.
- Domain Age: Newly registered domains are treated suspiciously.
- Cousin Domains: Using 'cousin' domains poses a deliverability risk.
- Content Changes: Radical content changes can trigger spam filters.
- Spam Traps/Triggers: Sending to spam traps and including spam trigger words decrease deliverability.
- Engagement: A lack of engagement with emails affects deliverability.
- Tracking Domain Setup: Improperly configured tracking domains can cause spam issues.
Key considerations
- Warm-up Schedule: Gradually warm up new IPs on the new ESP.
- Authentication Setup: Properly configure SPF, DKIM, and DMARC records.
- Clean List: Clean and segment your email list before migrating.
- Domain Selection: Avoid 'cousin' domains and use subdomains when appropriate.
- Consistent Practices: Maintain consistent sending practices.
- Engagement Focus: Keep content relevant to improve engagement.
- Monitor Deliverability: Track and resolve deliverability issues promptly.
- Review Content: Avoid spam trigger words in content.
- Custom Tracking Domain: Ensure you setup a custom tracking domain to increase trust.
What email marketers say
14 marketer opinions
Moving a sender domain to a different ESP introduces several deliverability risks. Key factors include the domain and IP reputation, which need to be carefully warmed up on the new ESP. It's important to properly authenticate the domain using SPF, DKIM, and DMARC. List hygiene is crucial, as transferring a dirty list can lead to bounces and complaints. Inconsistent sending practices and the use of 'cousin' domains can also negatively impact deliverability. Furthermore, monitoring deliverability and avoiding spam trigger words are essential for success.
Key opinions
- IP Warming: New IPs on the new ESP require a gradual warm-up to establish a positive sender reputation.
- Domain Reputation: A poor sender reputation from the previous ESP can negatively impact deliverability on the new ESP.
- Authentication: Improperly configured SPF, DKIM, and DMARC can lead to emails being flagged as spam.
- List Hygiene: Transferring an uncleaned email list can result in high bounce rates and spam complaints.
- Cousin Domains: Using cousin domains can appear suspicious and harm deliverability.
- Monitoring Deliverability: If custom tracking domain isn't correctly setup can cause issues and send you to spam.
Key considerations
- Warm-up Strategy: Implement a phased warm-up strategy for new IPs and domains to build a positive reputation with ISPs.
- Authentication Setup: Ensure proper SPF, DKIM, and DMARC configuration on the new ESP.
- List Cleaning: Clean and segment the email list before migrating to the new ESP to remove invalid addresses and unengaged recipients.
- Reputation Monitoring: Monitor sender reputation and deliverability metrics closely after the migration and respond immediately to any issues.
- Domain Selection: Consider using a subdomain of the original domain rather than a lookalike 'cousin' domain.
- Consistent Practices: Maintain consistent sending practices (volume, frequency, content) between the old and new ESP.
- Spam Traps: Make sure your lists are clean and up-to-date to ensure you are not sending to spam traps.
- Trigger words: Ensure you are not sending emails with spammy trigger words.
Marketer view
Email marketer from Litmus explains that if the email list used on the previous ESP is not properly cleaned (removing invalid addresses, unsubscribed users, and unengaged recipients) before being transferred to the new ESP, it can lead to high bounce rates and spam complaints, harming deliverability.
9 Feb 2024 - Litmus
Marketer view
Email marketer from Neil Patel Blog explains that using a new ESP often means using new IPs. It's crucial to warm up these IPs by gradually increasing sending volume to establish a positive reputation with ISPs. Failing to do so can lead to deliverability issues.
27 Jul 2024 - Neil Patel Blog
What the experts say
5 expert opinions
Moving a sender domain to a new ESP carries deliverability risks related to domain age, domain choice (avoid 'cousin' domains), content consistency, reputation building, and maintaining audience engagement. Newly registered domains face suspicion, while changes in content can trigger spam filters. A new IP and domain require rebuilding trust, and failure to keep recipients engaged can harm deliverability.
Key opinions
- Domain Age: Domains registered within the last 6 months are viewed with suspicion by many filters.
- Cousin Domains: 'Cousin' domains (look-alike domains) are considered a high deliverability risk.
- Content Changes: Radical changes to email content when moving to a new ESP can trigger spam filters.
- Reputation Reset: Moving to a new ESP necessitates rebuilding trust and reputation from scratch for IPs and the sending domain.
- Engagement Impact: A lack of recipient engagement following the ESP migration can negatively affect deliverability.
Key considerations
- Domain Selection: Prioritize established or older domains when possible to avoid initial deliverability hurdles.
- Avoid Cousin Domains: Refrain from using 'cousin' domains; instead, opt for subdomains or maintain the original domain where feasible.
- Content Consistency: Maintain content themes and recognizable elements from previous sending practices to minimize filter triggers.
- Warming: Ensure build trust and engagement to IP to avoid issues
- Audience Engagement: Ensure the new ESP enables a solid engagement strategy.
Expert view
Expert from Email Geeks says that cousin domains are the devil.
16 Sep 2024 - Email Geeks
Expert view
Expert from Spamresource explains that moving to a new ESP requires building trust with the new IPs and domain reputation from scratch. This can cause deliverability issues in the short term if senders do not implement a warming strategy.
27 Feb 2023 - Spamresource
What the documentation says
3 technical articles
Failing to properly configure email authentication (SPF, DKIM, and DMARC) when moving a sender domain to a new ESP poses significant deliverability risks. Incorrect or missing SPF records can cause emails to fail SPF checks, while absent or misconfigured DKIM signing prevents emails from being authenticated. Overly strict DMARC policies without correct SPF and DKIM setup can inadvertently block legitimate emails.
Key findings
- SPF Configuration: Outdated or missing SPF records that don't include the new ESP's sending IPs or domain can cause SPF check failures.
- DKIM Signing: Lack of proper DKIM signing with the new ESP's keys prevents email authentication and increases the risk of being marked as spam.
- DMARC Policy: A DMARC policy set to 'reject' without correct SPF and DKIM configurations can block legitimate emails.
Key considerations
- Update SPF Records: Ensure that the SPF record is updated to include all authorized sending sources, especially the new ESP's IPs or domain.
- Implement DKIM Signing: Set up DKIM signing using the new ESP's keys to authenticate outbound emails.
- Review DMARC Policy: Carefully review and adjust the DMARC policy based on the SPF and DKIM configurations to avoid unintended blocking of legitimate emails.
Technical article
Documentation from DMARC.org explains that a DMARC policy that is too strict (e.g., p=reject) without proper SPF and DKIM configuration on the new ESP can cause legitimate emails to be blocked. DMARC relies on SPF and DKIM for authentication.
23 Dec 2023 - DMARC.org
Technical article
Documentation from DKIM explains that not properly setting up DKIM signing with the new ESP's keys can prevent emails from being authenticated, increasing the likelihood of being marked as spam. The DKIM signature verifies the email's integrity.
4 Jun 2024 - DKIM
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