Summary
Warming up a new domain after a rebrand, while keeping the same IP, is a multi-faceted process centered around establishing a positive sender reputation with mailbox providers. Key steps include a gradual increase in sending volume, starting with engaged subscribers, communicating the rebrand to your audience, implementing email authentication protocols (SPF, DKIM, DMARC), and diligently monitoring deliverability metrics. Depending on the prior usage of the domain, the warmup can be abbreviated or as intensive as warming a new IP. Consistent engagement, clean list practices, and valuable content delivery are essential to avoiding spam filters and maintaining a healthy reputation.
Key findings
- Gradual Volume Increase: A gradual ramp-up of email volume helps establish trust with ISPs.
- Engaged Subscribers First: Starting with your most engaged subscribers improves initial metrics.
- Communication is Crucial: Inform your audience about the rebrand and ask them to update their address books.
- Authentication is Key: SPF, DKIM, and DMARC are vital for verifying sender identity and preventing spoofing.
- Monitoring Deliverability: Track bounce rates, spam complaints, and other metrics to identify and address issues.
- Domain History Matters: A brand-new domain requires a more extensive warmup than a previously used one.
- Content Quality: Providing valuable content is essential to avoid being marked as spam.
- List Hygiene: Regularly cleaning your email list improves deliverability.
Key considerations
- Domain Warmup Timeline: Plan for at least a month to fully warm up a new domain.
- Subdomain Considerations: Warming a subdomain on an established domain can be faster.
- Authentication Setup: Ensure SPF, DKIM, and DMARC are correctly configured.
- Tooling: Consider using tools to automate the warmup process.
- Reputation System Variance: Understand that reputation systems vary between mailbox providers.
- Type of Emails: Consider starting with transactional emails then moving to marketing emails.
What email marketers say
13 marketer opinions
Warming up a new domain after a rebrand while maintaining the same IP address requires a strategic approach focused on gradually building a positive sending reputation with mailbox providers (ISPs). Key elements include allowing the domain to 'exist' for a period before sending, communicating the rebrand to subscribers, starting with engaged recipients, and consistently monitoring deliverability metrics. Proper email authentication (SPF, DKIM, DMARC) and list hygiene are also crucial.
Key opinions
- Gradual Volume Increase: Gradually increase email volume to establish a positive reputation with ISPs. Start with small batches to engaged users.
- Communication is Key: Inform subscribers about the rebrand and encourage them to add the new domain to their address books.
- Engagement Matters: Focus initial sending on highly engaged subscribers and gradually expand to less engaged ones.
- Authentication is Essential: Implement SPF, DKIM, and DMARC to verify your identity and improve deliverability.
- Monitoring is Crucial: Continuously monitor sender reputation, bounce rates, spam complaints, and other deliverability metrics to adjust the warmup strategy.
- Ramp Up Time: Expect at least one month for a ramp up, and potentially more, to fully warm a domain.
Key considerations
- Domain Age: Consider letting the domain 'age' for 30-60 days before actively sending emails.
- Segmentation: Segment your email list to target the most engaged subscribers during the initial warmup phase.
- Email Content: Provide valuable and relevant content to avoid being marked as spam.
- List Hygiene: Regularly clean your email list to remove inactive or unengaged subscribers.
- Reputation Systems: Be aware that domain reputation is complex and can vary between different mailbox providers.
Marketer view
Email marketer from Reddit suggests focusing on sending to highly engaged users first. He explains that you should start with a small percentage of your list and gradually increase it over several weeks. Monitoring your sender reputation and making adjustments as needed is critical.
28 Oct 2022 - Reddit
Marketer view
Email marketer from Email Marketing Forum responds that when rebranding, notify your subscribers well in advance and give them the option to resubscribe if they wish. Continue to provide valuable content to avoid being marked as spam.
29 Jun 2022 - Email Marketing Forum
What the experts say
4 expert opinions
Warming up a new domain post-rebrand, while keeping the same IP, requires understanding the domain's prior use. A completely new domain necessitates an IP-like warmup. An existing domain allows an abbreviated warmup. Important factors are consistent engagement, clean email lists, and delivering valuable content to avoid spam flags. Domain reputation depends on subdomain, primary domain, and time-based trend lines (24-hour to 90-day reputations). Gradually increasing email volume to build positive reputation with mailbox providers helps demonstrate legitimacy.
Key opinions
- New vs. Existing Domain: New domains require a full IP-like warmup, while existing domains can use an abbreviated approach.
- Engagement & Content: Consistent engagement and providing valuable content are key to avoiding spam filters.
- List Hygiene: Regularly pruning inactive subscribers is vital for safeguarding sender reputation.
- Gradual Increase: Gradually increasing email volume establishes a positive reputation with mailbox providers.
- Reputation Nuances: Domain reputation is not monolithic; subdomain, primary domain, and time-based trends all contribute.
Key considerations
- Warmup Strategy: Tailor the warmup strategy to whether the domain is entirely new or previously used.
- Content Quality: Ensure email content is engaging and provides value to recipients.
- List Management: Implement a process for regularly removing inactive subscribers.
- Reputation Tracking: Monitor reputation metrics at various levels (subdomain, domain, and over different timeframes).
Expert view
Expert from Spam Resource shares that warming up an IP address means gradually increasing the volume of email sent from that IP over time, to establish a positive reputation with mailbox providers. A gradual increase demonstrates you are a legitimate sender.
6 Oct 2024 - Spam Resource
Expert view
Expert from Email Geeks shares if it's a new domain (never used before for email) then it's the same as the warmup for an IP. If it's a warm domain you're moving to, then you can do an abbreviated warmup, to give the Machine Learning filters a chance to learn that this IP / domain combo is legit and the previous domain reputation should apply.
2 May 2023 - Email Geeks
What the documentation says
4 technical articles
Warming up a new domain involves authenticating emails using SPF, DKIM, and DMARC. SPF specifies authorized mail servers, preventing address forging. DKIM adds digital signatures to verify message integrity. DMARC protects against spoofing by instructing mailbox providers on handling unauthenticated emails. Google emphasizes low spam complaint rates, easy unsubscribe options, and gradually increased sending volume to build a positive reputation. Analyzing DMARC reports can help address deliverability issues.
Key findings
- Authentication: SPF, DKIM, and DMARC are crucial for email authentication and deliverability.
- SPF Purpose: SPF records authorize which mail servers can send emails on behalf of your domain.
- DKIM Purpose: DKIM adds a digital signature to verify message authenticity and integrity.
- DMARC Purpose: DMARC helps protect against email spoofing and phishing attacks.
- Google's Recommendations: Google recommends low spam complaint rates, easy unsubscribe, and gradual volume increase.
Key considerations
- SPF Setup: Properly configure SPF records to authorize your sending servers.
- DKIM Implementation: Implement DKIM to digitally sign your outgoing email messages.
- DMARC Policy: Establish a DMARC policy to instruct mailbox providers on how to handle unauthenticated emails.
- Spam Complaints: Actively monitor and address spam complaints to maintain a good reputation.
- Unsubscribe Process: Provide an easy and accessible unsubscribe option for recipients.
Technical article
Documentation from DMARC.org explains that DMARC (Domain-based Message Authentication, Reporting & Conformance) helps protect your domain from email spoofing and phishing attacks. Implementing DMARC involves creating a DMARC record in your DNS zone and specifying a policy for how mailbox providers should handle emails that fail SPF and DKIM checks. Analyzing DMARC reports can help identify and address deliverability issues.
6 Aug 2023 - DMARC.org
Technical article
Documentation from Google Support explains that to ensure emails reach Gmail inboxes, bulk senders should authenticate their email with SPF and DKIM. They emphasize the importance of maintaining a low spam complaint rate and providing an easy unsubscribe option. Google also recommends gradually increasing sending volume to establish a positive sending reputation.
8 May 2023 - Google Support
Do I need an IP warm-up when moving to a new ESP with shared IPs?
Do I need to re-warm up my IP when changing domain extension?
How can I recover my email domain reputation after a drop in open rates?
How do I warm up a new IP address for transactional emails?
How do you warm up a new sending domain on an existing warmed IP address?
How does existing domain reputation impact new dedicated IP warming?
