Summary
When transitioning to a new brand name while sending from an old domain, several factors impact deliverability. An announcement should be sent from the old domain, and a slow migration/warm-up of the new domain is crucial. While changing the left-hand side of the 'From' address might not directly affect the domain's sending reputation, it can disrupt user-configured filters and whitelists. New domains require a gradual warm-up to build trust with ISPs, as domain reputation doesn't automatically transfer. Correct authentication (SPF, DKIM, DMARC) is vital to ensure emails are not marked as spam. Monitoring inbox placement, adhering to sending limits from service providers like AWS, and considering a dedicated IP (if sharing with low-reputation senders) are essential. IP and domain reputations are distinct, and a new domain needs to build its own reputation. Furthermore, domain age matters; newer domains face more scrutiny and must work harder to establish trust. Verification via test emails is also a must.
Key findings
- Migration Announcement: Send an announcement from the old domain regarding the brand migration.
- Localpart Impact: Changing the local part of the 'From' address can break user custom email message routing rules and user-specific spam allow-lists.
- Domain Reputation Transfer: Domain reputation does not automatically transfer; the new domain requires a separate warm-up.
- Authentication Requirements: Proper SPF, DKIM, and DMARC setup is crucial for the new domain.
- Monitoring Importance: Monitoring inbox placement, bounce rates, and spam complaints is essential.
- IP and Domain Separation: IP and domain reputations are distinct; a good IP reputation doesn't guarantee deliverability for a new domain.
- Domain Age Significance: Newer domains face more scrutiny from ISPs.
- Configuration Verification: Verification of DNS records and sending practices via test emails is required.
Key considerations
- Warm-up Strategy: Develop a phased warm-up strategy for the new domain, beginning with engaged users and gradually increasing volume.
- Authentication Protocols: Ensure SPF, DKIM, and DMARC records are correctly configured for the new domain.
- User Communication: Inform users of the upcoming brand change and any potential impact on their email filters.
- Monitor Deliverability: Closely monitor deliverability metrics to identify and address any issues promptly.
- IP Reputation: Assess your shared IP's reputation and consider a dedicated IP if deliverability problems arise.
- Sending Limits: Be aware of and adhere to sending limits imposed by email service providers during the warm-up phase.
- Domain reputation: Build your sender and domain reputation by sending valuable and wanted email.
What email marketers say
9 marketer opinions
When sending from an old domain with a new brand name, several deliverability issues can arise. Domain reputation doesn't automatically transfer, necessitating a gradual warm-up of the new domain. Changing the 'From' address's local part (before the @ symbol) might not directly impact reputation, but could disrupt user-configured filters. Setting up SPF, DKIM, and DMARC is critical for authentication and trust. Monitoring inbox placement, employing seed lists, and carefully warming up the new domain by gradually increasing volume to engaged users are essential. Sharing an IP with a poor sender can also hinder deliverability, potentially requiring a dedicated IP.
Key opinions
- Reputation Transfer: Domain reputation doesn't automatically transfer when rebranding, requiring a new warm-up period.
- User Filters: Changing the 'From' address can disrupt user-created email filters.
- Authentication: Proper SPF, DKIM, and DMARC setup is crucial for authentication and building trust.
- Warm-up Strategy: A phased warm-up approach, starting with engaged users and gradually increasing volume, is recommended.
- IP Reputation: Sharing an IP with a poor sender can negatively impact deliverability.
Key considerations
- Gradual Warm-up: Implement a phased approach to warming up the new domain, starting with highly engaged users and gradually increasing volume.
- Authentication Protocols: Ensure SPF, DKIM, and DMARC are properly configured for the new domain to authenticate your emails.
- Monitor Inbox Placement: Closely monitor inbox placement using seed lists and deliverability reports to identify and address issues promptly.
- From Address Changes: Consider the impact of changing the 'From' address on existing user filters and communicate any changes to subscribers.
- IP Reputation Management: Assess your IP's reputation and consider moving to a dedicated IP if you share it with a sender with a poor reputation.
Marketer view
Email marketer from StackExchange advises to verify SPF, DKIM and DMARC is setup properly. Ensure your domain is correctly authenticated to increase trust.
17 May 2022 - StackExchange
Marketer view
Email marketer from Email on Acid recommends closely monitoring inbox placement during and after the domain switch. Use seed lists and check deliverability reports to identify potential issues early.
3 Nov 2021 - Email on Acid
What the experts say
4 expert opinions
When transitioning from an old domain with a new brand name, it's important to announce the change and gradually warm up the new domain. Changing the local part of the email address can impact users who have created filters or address book entries. IP and domain reputations are separate, requiring the new domain to build its own reputation. Domain age also matters, as newer domains face more scrutiny and need to establish trust.
Key opinions
- Migration Announcement: Announce the domain/brand change from the old email address.
- Localpart Impact: Changing the localpart affects users with existing filters/address book entries.
- Separate Reputations: IP and domain reputations are distinct; the new domain must build its own reputation.
- Domain Age Factor: Newer domains face more scrutiny due to deliverability concerns.
Key considerations
- Warm-up Strategy: Implement a slow warm-up strategy for the new domain to establish a good sending reputation.
- Filter Adjustments: Inform users that email filters or address book entries may need updating if the localpart of the email address changes.
- Reputation Building: Focus on building a positive reputation for the new domain, even if the IP address has a good reputation.
- Domain Scrutiny: Be prepared for increased scrutiny from ISPs and spam filters due to the newness of the domain.
Expert view
Expert from Email Geeks shares to send an announcement from the old email about the new name and to start a slow migration/warmup of the new domain.
20 Jan 2022 - Email Geeks
Expert view
Expert from Email Geeks points out that changing the localpart (the part before the @) can affect delivery for users who have created filters or added the sender to their address book.
7 Feb 2025 - Email Geeks
What the documentation says
5 technical articles
When sending from a new domain with an old brand name, domain and sender reputation are critical for deliverability. A sudden switch without proper authentication (SPF, DKIM, DMARC) can negatively impact reputation and lead to emails being marked as spam or filtered. New domains require a warm-up period to build a positive reputation and have sending limits to prevent abuse. It's essential to verify the configuration by sending test emails.
Key findings
- Domain Reputation Impact: Domain reputation significantly influences email deliverability; sudden changes can be detrimental.
- Authentication Importance: Proper authentication (SPF, DKIM, DMARC) is crucial for verifying email legitimacy and preventing deliverability issues.
- Warm-up Necessity: New domains require a warm-up period to build a positive sender reputation with ISPs.
- Sending Limits: New domains typically have sending limits that should be adhered to; exceeding limits can trigger spam filters.
- Configuration Verification: Verifying email configuration through test emails is essential to ensure proper setup and functionality.
Key considerations
- Implement Authentication: Ensure SPF, DKIM, and DMARC are properly configured to authenticate emails from the new domain.
- Gradual Warm-up: Gradually increase email volume over time to establish a positive sending reputation with ISPs.
- Respect Sending Limits: Adhere to the sending limits imposed by your email service provider (ESP) or mail server.
- Monitor Deliverability: Monitor email deliverability metrics closely, paying attention to bounce rates, spam complaints, and inbox placement.
- Test Configuration: Send test emails to verify that the email configuration is correct and that emails are being delivered successfully.
Technical article
Documentation from AWS mentions how it is essential to understand the sending limits on your account with SES. If sending from a new domain, these limits will start small and will be scaled up slowly - don't send too much!
11 May 2024 - Amazon Web Services
Technical article
Documentation from Google explains that domain reputation is a significant factor in email deliverability. Sudden changes, like switching to a new domain without proper authentication (SPF, DKIM, DMARC), can negatively affect your sending reputation and lead to emails being marked as spam.
7 Mar 2024 - Google
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