Summary
Using newer TLDs like .clinic or .vet for email sending domains presents several challenges. Experts, marketers, and documentation collectively suggest that these TLDs often face lower sender reputations, are perceived as spammy by both users and filters, and are subjected to stricter filtering by ISPs and blocklist providers. This can lead to lower deliverability rates, negatively impact brand perception, and increase spam complaints. Building a positive reputation, implementing strong email authentication, properly warming up domains, closely monitoring engagement metrics, and adhering to best practices are crucial to mitigate these risks.
Key findings
- Low Reputation: Newer TLDs typically start with lower sender reputations.
- Spam Perception: Newer TLDs are often perceived as spammy by users and email filters, with data showing higher spam rates compared to common TLDs.
- Stricter Filtering: ISPs and blocklist providers apply stricter filtering rules to emails from newer TLDs.
- Brand Impact: Using newer TLDs can negatively affect brand perception and trustworthiness.
- Deliverability: These factors lead to reduced email deliverability rates and potential inbox placement issues.
Key considerations
- TLD Selection: Carefully consider the potential risks and benefits before choosing a newer TLD.
- Authentication: Implement strong email authentication (SPF, DKIM, DMARC) to build credibility.
- Domain Warm-up: Properly warm up new domains to establish a positive sender reputation.
- Monitoring: Continuously monitor domain reputation, engagement metrics, and deliverability using tools like Google Postmaster Tools and Microsoft SNDS.
- Best Practices: Adhere to IANA guidelines and industry best practices for email sending.
What email marketers say
10 marketer opinions
Using newer TLDs (like .clinic or .vet) for email sending domains carries several risks related to deliverability and reputation. These domains are often perceived as spammy, which can lead to lower engagement, increased spam complaints, and stricter filtering by ISPs. Their lower sender reputations compared to established TLDs can result in more aggressive filtering and reduced inbox placement. This negative perception can also affect brand trustworthiness. Strong email authentication (SPF, DKIM, DMARC), proper domain warm-up, and diligent monitoring of engagement metrics are crucial for mitigating these risks.
Key opinions
- Spam Perception: New TLDs are often perceived as spammy by users and email filters.
- Lower Reputation: Newer TLDs typically have lower sender reputations compared to established TLDs.
- Stricter Filtering: ISPs and email providers may apply stricter filtering rules to emails from new TLDs.
- Brand Trust: Using new TLDs can negatively impact brand perception and trustworthiness.
- Lower Deliverability: Newer TLDs can result in lower email deliverability rates.
- Spam Association: These TLDs are associated with higher rates of spam leading to deliverability issues.
Key considerations
- Authentication: Implement strong email authentication (SPF, DKIM, DMARC) to establish credibility.
- Domain Warm-up: Properly warm up new domains to build sender reputation gradually.
- Engagement Monitoring: Monitor engagement metrics (open rates, click-through rates) and adjust sending practices accordingly.
- Reputation Monitoring: Closely monitor domain and IP reputation using tools like Google Postmaster Tools and Microsoft SNDS.
Marketer view
Email marketer from Reddit explains that new TLDs are often perceived as spammy by users, which can lead to lower engagement rates and increased spam complaints.
25 Jul 2022 - Reddit
Marketer view
Email marketer from Mailjet Blog shares that using newer TLDs can result in lower deliverability rates as email servers may flag them as suspicious, decreasing the likelihood of emails reaching the inbox.
19 Apr 2025 - Mailjet Blog
What the experts say
4 expert opinions
Experts generally advise caution when using newer or vanity TLDs like .clinic or .vet for email sending due to concerns about deliverability and reputation. These TLDs often start with lower reputations and face stricter filtering by ISPs and blocklist providers, who may view them with suspicion due to their association with spam and abuse. This increased scrutiny can make it more difficult to achieve good delivery rates compared to established TLDs.
Key opinions
- Lower Reputation: Newer TLDs often start with a lower reputation than established TLDs.
- Stricter Filtering: ISPs and blocklist providers may apply stricter filtering to emails from new TLDs.
- Spam Association: Newer TLDs are often associated with spam and abuse.
- Deliverability Issues: The aforementioned factors can lead to deliverability issues.
Key considerations
- Avoid Vanity TLDs: Consider avoiding vanity TLDs for email sending if deliverability is a primary concern.
- Reputation Building: If using a new TLD, be prepared to invest in building a positive sender reputation.
- Monitoring: Closely monitor deliverability metrics and adjust sending practices as needed.
Expert view
Expert from Spam Resource explains that new TLDs can face stricter filtering because they are often seen as higher risk due to less established reputation and potentially higher volumes of spam originating from them.
23 Jul 2024 - Spam Resource
Expert view
Expert from Email Geeks shares that she generally avoids vanity style domains in email as much as possible.
24 Jan 2024 - Email Geeks
What the documentation says
4 technical articles
Documentation from various sources indicates that using newer TLDs for email sending domains carries reputation and deliverability risks. Spamhaus notes that some TLDs are more prone to spam activity, lowering the reputation of associated domains. IANA guidelines, as outlined in RFC documents, stress the importance of aligning TLD choice with organizational purpose and maintaining best practices. Monitoring tools like Google Postmaster Tools and Microsoft SNDS are crucial for tracking domain and IP reputation, particularly when using newer TLDs that may face increased scrutiny.
Key findings
- Spam Association: Some TLDs are more frequently used by spammers, leading to lower reputation.
- IANA Guidelines: Selecting a TLD should align with organizational purpose and adhere to best practices.
- Reputation Impact: Lower domain reputation can negatively impact email deliverability.
- Monitoring Importance: Close monitoring of domain and IP reputation is essential when using newer TLDs.
Key considerations
- TLD Selection: Carefully consider the TLD and its potential association with spam before using it for email sending.
- Compliance: Adhere to IANA guidelines and best practices for TLD usage.
- Reputation Management: Implement robust reputation management practices, including regular monitoring with tools like Google Postmaster Tools and Microsoft SNDS.
Technical article
Documentation from Google explains that Postmaster Tools help monitor your domain reputation and identify deliverability issues, which is crucial when using new TLDs, as these may require closer monitoring due to potential reputation challenges.
17 Feb 2023 - Google
Technical article
Documentation from Spamhaus explains that some TLDs are more frequently used by spammers, resulting in a lower reputation for domains using those TLDs, which can impact email deliverability.
10 Jun 2022 - Spamhaus
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