Summary
Experts and marketers generally advise against using the same domain for both cold outreach and regular email due to the risk of shared reputation, potentially leading to delivery and blocking problems. Using a subdomain can isolate reputation issues, but subdomains are still tied to the main domain, so a poor reputation in one can affect the other. It is crucial to protect sending reputation by segregating cold outreach to separate domains or subdomains. Proper email authentication (SPF, DKIM, DMARC) is essential to prevent spoofing and improve deliverability. Furthermore, even when using different domains or subdomains, using the same IPs can negatively impact IP reputation, and proper email warm-up is vital for any domain used for outreach.
Key findings
- Shared Reputation Risks: Using the same domain for cold outreach and regular email can lead to shared reputation issues, increasing the risk of delivery problems.
- Subdomain Isolation Benefits: Using a subdomain for cold outreach can isolate reputation issues, preventing them from affecting the main domain.
- Subdomain Limitations: Subdomains are still linked to the main domain, so a negative reputation in one can impact the other.
- IP Reputation Impact: Sharing the same IPs across different domains or subdomains can negatively affect IP reputation.
- Importance of Authentication: Properly configured SPF, DKIM, and DMARC are crucial for email authentication and deliverability.
- Email Warm-up is Key: A proper email warm-up is essential before conducting cold outreach to avoid damaging domain reputation.
Key considerations
- Separate Sending Infrastructure: Consider using separate domains or subdomains for cold outreach to protect your primary domain's reputation.
- IP Address Segregation: If possible, use separate IP addresses for cold outreach and regular email sending.
- Email Authentication Implementation: Implement SPF, DKIM, and DMARC to authenticate your emails and improve deliverability.
- Reputation Monitoring: Monitor the reputation of your domains and subdomains, especially those used for cold outreach.
- Cold Outreach Best Practices: Follow cold outreach best practices to minimize the risk of negative impacts on your sending reputation.
- Email Warm-up Strategy: Develop and execute a plan to warm up your domain/subdomain before sending a high volume of cold emails.
What email marketers say
9 marketer opinions
Using the same domain for cold outreach and regular email can lead to reputation damage if cold outreach practices are not carefully managed, resulting in low engagement and high complaint rates. Conversely, using a subdomain isolates the reputation, minimizing the impact of deliverability issues on the main domain. Separate subdomains also facilitate easier tracking of performance metrics for different email activities. However, even with different domains or subdomains, sharing the same IPs can negatively impact IP reputation. Proper email warm-up is essential for any domain used in outreach. Separating cold outreach efforts from transactional or marketing emails allows you to isolate the impact of potential deliverability issues, protecting the reputation of your main domain.
Key opinions
- Reputation Isolation: Using subdomains for cold outreach isolates reputation, preventing deliverability issues from affecting the main domain.
- Tracking Performance: Separate subdomains facilitate easier tracking of performance metrics for different email activities.
- IP Reputation: Sharing the same IPs across different domains/subdomains can negatively impact IP reputation.
- Email Warm-up: Proper email warm-up is essential for any domain used in outreach to avoid deliverability problems.
- Spam Flags: Using the same domain can increase spam filter flags for all emails due to poor cold outreach practices.
Key considerations
- Domain Reputation: Carefully manage cold outreach practices to avoid damaging the domain's reputation.
- Subdomain Strategy: Consider using subdomains to isolate cold outreach efforts and protect the main domain.
- IP Infrastructure: Evaluate the IP infrastructure and consider using separate IPs for different email activities.
- Email Warm-up Process: Implement a proper email warm-up process before engaging in large-scale outreach.
- Performance Tracking: Track performance metrics for different email activities to identify and address deliverability issues.
Marketer view
Email marketer from Mailjet shares that using a subdomain for marketing or transactional emails isolates the reputation. If one subdomain encounters deliverability issues, it's less likely to affect the deliverability of emails from other subdomains or the main domain.
10 Dec 2021 - Mailjet
Marketer view
Email marketer from Sendinblue recommends using a separate subdomain for cold outreach campaigns to protect your primary domain's reputation. This separation helps ensure that any negative impact from cold outreach doesn't affect your transactional or marketing emails.
2 Aug 2023 - Sendinblue
What the experts say
5 expert opinions
Experts generally advise against using the same domain for both cold outreach and regular email due to the risk of shared reputation and potential delivery problems. There are no advantages to combining these activities on the same infrastructure. While using different subdomains can provide some segregation, they are still inherently linked, and a poor reputation in one subdomain can affect the overall domain. It's crucial to protect the sending reputation by segregating cold outreach to separate domains or subdomains.
Key opinions
- Shared Reputation: Using the same domain for cold outreach and regular email shares a reputation, leading to potential delivery and blocking problems.
- Subdomain Segregation: Different subdomains can offer some segregation, but they are still tied to the main domain and can impact each other's reputation.
- Importance of Segregation: Segregating cold outreach to separate domains or subdomains is crucial to protect the sending reputation of the main domain.
- No Pros: There are no benefits to sending spam and non-spam emails from the same infrastructure.
Key considerations
- Reputation Management: Carefully manage your sending reputation by segregating cold outreach to minimize potential negative impacts.
- Domain/Subdomain Choice: Evaluate the pros and cons of using subdomains versus separate domains for cold outreach.
- Monitoring: Closely monitor the reputation of both your main domain and any subdomains used for cold outreach.
- Risk Assessment: Assess the risks associated with cold outreach and implement appropriate measures to mitigate potential harm to your sending reputation.
Expert view
Expert from Word to the Wise, Laura Atkins, emphasizes the need to protect your sending reputation. She recommends using a separate subdomain or domain for cold outreach campaigns so the impact on sender reputation is segregated. If the main domain gets flagged then all the emails may fail. If the subdomain is flagged then it doesn't matter as much.
16 Aug 2024 - Word to the Wise
Expert view
Expert from Email Geeks explains that using the same domain for cold outreach and non-spam mail shares a reputation, which can lead to delivery and blocking problems. There are no pros to sending spam and non-spam on the same infrastructure.
8 Mar 2023 - Email Geeks
What the documentation says
4 technical articles
Proper email authentication using SPF, DKIM, and DMARC is crucial for preventing spoofing and improving email deliverability. SPF records authorize specific mail servers to send email on behalf of your domain, while DKIM verifies the authenticity of messages. DMARC builds on SPF and DKIM, allowing domain owners to specify how email receivers should handle messages that fail authentication. If cold outreach is conducted without these authentication methods, it can damage your domain's reputation and deliverability.
Key findings
- SPF Importance: Properly configured SPF records prevent spammers from forging your domain, improving deliverability.
- DKIM Authentication: DKIM verifies the authenticity of email messages, ensuring they haven't been altered in transit.
- DMARC Policy: DMARC allows domain owners to set policies for handling messages that fail SPF and DKIM checks.
- Authentication and Outreach: Cold outreach without proper authentication can damage your domain's reputation and deliverability.
Key considerations
- SPF Configuration: Ensure SPF records are properly configured to authorize legitimate sending sources.
- DKIM Implementation: Implement DKIM to verify the authenticity of your email messages.
- DMARC Policy Setting: Set a DMARC policy to instruct email receivers on how to handle unauthenticated messages.
- Authentication for All Sending: Implement SPF, DKIM, and DMARC for all email sending, including cold outreach.
Technical article
Documentation from Google explains that a properly configured SPF record can help prevent spammers from forging your domain in email messages. Without SPF, your domain is more likely to be spoofed, which damages your reputation and deliverability. If cold outreach is done through same domain, you could impact your deliverability if you have a forged SPF record.
2 Apr 2024 - Google Workspace Admin Help
Technical article
Documentation from Microsoft explains that implementing SPF records helps prevent spoofing and improves email deliverability. SPF allows you to specify which mail servers are authorized to send email on behalf of your domain. Receiving servers use this information to verify the authenticity of incoming messages. Benefits from implementation help improve deliverability of your emails if implemented correctly.
27 Apr 2023 - Microsoft
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