When transitioning to a new email subdomain, a warm-up process is vital to establish a positive sender reputation with ISPs. Although faster than IP warming due to the parent domain's reputation, subdomains possess distinct reputations. This involves gradually increasing sending volume, starting with engaged subscribers, while monitoring key metrics like open rates, bounces, and spam complaints using tools like Return Path or 250ok. Authentication (SPF, DKIM, DMARC), maintaining clean lists, relevant content, and avoiding spam traps are critical. Initially, use 'p=none' in DMARC for data collection before stricter enforcement. The goal is to build domain authority and ensure deliverability to services like Outlook and Hotmail, following guidelines from resources like Google Postmaster Tools and Microsoft's sending guidelines.
12 marketer opinions
Warming up a new subdomain for email involves establishing a positive sending reputation with ISPs, similar to IP warming but often faster due to leveraging the main domain's reputation. This process requires a gradual increase in sending volume, starting with highly engaged subscribers, while closely monitoring deliverability metrics. Proper email authentication, avoiding spam traps, and maintaining content relevancy are crucial for success.
Marketer view
Email marketer from Woodpecker shares that the goal is to gradually build a positive sending reputation and domain authority.
6 Sep 2024 - Woodpecker
Marketer view
Email marketer from Email on Acid recommends proper email authentication (SPF, DKIM, DMARC) for your new subdomain as a vital part of the warmup process, ensuring your emails are trusted by ISPs.
24 Dec 2023 - Email on Acid
3 expert opinions
When switching to a new subdomain for email, it's crucial to understand that subdomains possess independent reputations, distinct from each other and the parent domain. While the overall organization's reputation provides a foundation, a new subdomain requires its own warm-up process, akin to IP warming. Therefore, carefully monitoring the subdomain's sender reputation and utilizing appropriate tools is essential for ensuring deliverability.
Expert view
Expert from Email Geeks explains that subdomains have different reputations from each other.
9 Jan 2022 - Email Geeks
Expert view
Expert from Spam Resource explains that understanding how sender reputation works and how it impacts your deliverability is important. They also suggest using tools to look at your sender reputation.
13 Oct 2023 - Spam Resource
5 technical articles
Warming up a new subdomain requires establishing a positive sender reputation with ISPs through a gradual increase in sending volume, starting with small amounts. Monitoring deliverability metrics and adhering to email authentication best practices (SPF, DKIM, DMARC) are critical, along with maintaining good list hygiene and avoiding spam complaints. Google's Postmaster Tools, Microsoft's sending guidelines, and DMARC policies (starting with 'p=none' for data collection) are important resources.
Technical article
Documentation from Google explains that domain reputation is a key factor in deliverability. Monitor your domain's reputation in Postmaster Tools and ensure you're following best practices for email authentication and list hygiene during the warmup process.
26 Feb 2023 - Google
Technical article
Documentation from RFC explains that a correct SPF record is essential during a domain/subdomain warmup, explicitly specifying which mail servers are authorized to send emails on behalf of your domain.
9 Dec 2023 - RFC
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