Summary
Transitioning email sending from one domain to another requires a multifaceted approach focused on maintaining and building a positive sender reputation. This involves careful planning, proper authentication (SPF, DKIM, DMARC), a gradual warm-up process with engaged recipients, list segmentation, and continuous monitoring of deliverability metrics and spam filters. Notifying recipients, testing email rendering, documenting the process, setting up a custom tracking domain and a dedicated subdomain for marketing emails, monitoring blocklists, and collaborating with your ESP are also crucial for a successful migration.
Key findings
- Authentication is Key: SPF, DKIM, and DMARC authentication are critical for building trust with mailbox providers.
- Warm-up is Essential: Gradually warm up the new domain by increasing sending volume to engaged recipients.
- Monitoring is Crucial: Continuously monitor deliverability metrics, spam filters, and blocklists to identify and address issues.
- Recipient Notification Improves Deliverability: Informing recipients about the domain change reduces confusion and maintains engagement.
- Planning and Documentation are Fundamental: Thorough planning and documentation ensure control and traceability throughout the migration.
Key considerations
- Sender Reputation Management: Prioritize building and protecting your sender reputation throughout the entire process.
- Strategic Email Segmentation: Segment email lists and send to engaged users first to build a strong initial reputation.
- Thorough Testing and Validation: Test emails across multiple clients and validate configurations before widespread deployment.
- ESP Collaboration: Work closely with your ESP to optimize the migration process and address potential issues.
- Domain Reputation Considerations: Building and protecting domain reputation is important before, during and after a domain transfer.
- Use Subdomain for Marketing Emails: Use a subdomain specifically for marketing emails to protect the main domain's reputation.
- Proper DNS configuration: Properly configure DNS records on the new domain.
- Use a Custom Tracking Domain: Set up a custom tracking domain on your new root domain as this will help build reputation.
What email marketers say
13 marketer opinions
Transitioning email sending from one domain to another requires careful planning and execution to maintain deliverability and sender reputation. Key steps include warming up the new domain by gradually increasing sending volume to engaged recipients, authenticating the domain with SPF, DKIM, and DMARC, notifying recipients of the change, segmenting email lists, monitoring deliverability metrics and spam filters, testing emails across different clients, and documenting the entire process.
Key opinions
- Domain Warm-up: Gradually increase sending volume to engaged recipients to establish a positive reputation.
- Authentication: Implement SPF, DKIM, and DMARC to authenticate the new domain and build trust with mailbox providers.
- Recipient Notification: Inform recipients about the domain change to avoid confusion and maintain open rates.
- Segmentation: Segment email lists and start sending to the most engaged segments first.
- Monitoring: Closely monitor deliverability metrics, bounce rates, complaint rates, and spam filter placement.
- Custom Tracking Domain: Set up a custom tracking domain on the new root domain to help build reputation.
- Subdomain for Marketing: Consider setting up a subdomain for marketing emails to isolate sender reputation.
Key considerations
- Sender Reputation: Prioritize maintaining a good sender reputation throughout the transition process.
- Deliverability Metrics: Pay close attention to deliverability metrics to identify and address any potential issues promptly.
- Email Client Testing: Test emails across different email clients to ensure proper rendering and functionality.
- Documentation: Document all steps and configurations for traceability and future reference.
- URL Redirection: Consider URL and email address redirections.
Marketer view
Email marketer from Mailchimp shares the importance of warming up a new sending domain. This involves starting with low sending volumes to engaged recipients and gradually increasing volume over time. This helps establish a positive reputation with ISPs and avoid being flagged as spam.
1 Nov 2023 - Mailchimp
Marketer view
Marketer from Email Geeks recommends notifying recipients in advance about the change in the 5322.From address to avoid breaking message rules, losing allow-list entries, and being mistaken for spam.
25 Mar 2023 - Email Geeks
What the experts say
2 expert opinions
Transitioning email sending domains requires a strong focus on building and protecting domain reputation, particularly through a carefully executed warm-up process. Monitoring blocklists and working closely with your ESP are vital for a smooth transition. Focus on quality over quantity when sending to engaged audiences.
Key opinions
- Reputation Building: Prioritize building and protecting your domain's reputation before, during, and after the migration.
- Blocklist Monitoring: Closely monitor blocklists and take immediate action if your domain is listed.
- ESP Collaboration: Work closely with your ESP to manage the transition effectively.
- Warm-up Strategy: Implement a gradual warm-up process with a small, highly engaged audience.
Key considerations
- Quality over Quantity: Focus on sending high-quality emails to engaged recipients during the initial warm-up phase.
- Reputation Monitoring: Continuously monitor your reputation, bounce rates, complaint rates, and blocklist status.
- Strategic Adjustments: Be prepared to adjust your sending strategy based on performance and monitoring data.
Expert view
Expert from Spam Resource emphasizes building and protecting your domain reputation before, during, and after the domain migration process. They advise monitoring blocklists and taking immediate action if your domain ends up on one. They also recommend working closely with your ESP to manage the transition.
22 Jun 2024 - Spam Resource
Expert view
Expert from Word to the Wise (Laura Atkins) explains that warming up new IPs and domains correctly involves starting with a very small, highly engaged audience and gradually increasing volume. Monitor your reputation, bounce rates, complaint rates, and blocklist status closely and adjust your sending strategy accordingly. Focus on quality over quantity during the initial stages to establish a positive reputation.
8 Jun 2023 - Word to the Wise
What the documentation says
4 technical articles
Transitioning email sending from one domain to another necessitates meticulous planning, correct DNS configuration (SPF, DKIM, DMARC), and a gradual migration approach. Selecting the appropriate migration strategy is crucial, with staged migrations often preferred. Accurate SPF record syntax and starting with a 'p=none' DMARC policy for monitoring are essential for preventing deliverability issues.
Key findings
- DNS Configuration: Properly configure DNS records, including SPF, DKIM, and DMARC, on the new domain.
- Migration Strategy: Choose the appropriate migration strategy (staged or cutover) based on organizational size and complexity.
- SPF Syntax: Ensure correct SPF record syntax to avoid authentication failures.
- DMARC Policy: Begin with a 'p=none' DMARC policy to monitor email traffic before enforcing stricter policies.
Key considerations
- Planning: Thorough planning is crucial to minimize disruption and maintain email deliverability.
- Gradual Migration: A gradual migration approach is generally recommended to avoid deliverability issues.
- User and Data Movement: Move users and data gradually to the new domain.
Technical article
Documentation from RFC explains the correct syntax for SPF records. Incorrect SPF record syntax can lead to authentication failures and deliverability issues during a domain transition. Ensure that the SPF record is properly formatted and includes all necessary IP addresses and domains.
14 Apr 2024 - RFC
Technical article
Documentation from DMARC.org explains the process of implementing a DMARC policy. It is essential to start with a 'p=none' policy to monitor email traffic before moving to a stricter policy like 'p=quarantine' or 'p=reject' during a domain transition.
30 Sep 2022 - DMARC.org
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