Summary
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.
Key findings
- Independent Subdomain Reputation: Subdomains have distinct reputations from the parent domain and each other.
- Faster Warmup than IP Warming: Subdomain warmups are generally faster due to the parent domain's established reputation but are still necessary.
- Gradual Volume Increase is Crucial: Incrementally increase sending volume to engaged subscribers over time.
- Sender Reputation is Key: A positive sender reputation is crucial for email deliverability.
- Monitoring and Analysis: Monitoring deliverability metrics like open rates, bounces, and spam complaints is essential for success.
Key considerations
- Authentication Setup: Implement SPF, DKIM, and DMARC for email authentication.
- List Hygiene: Maintain a clean email list to avoid spam traps and reduce bounce rates.
- Content Relevance: Create relevant and engaging content to encourage opens and clicks.
- Monitor sender reputation: Understanding how sender reputation works and how it impacts your deliverability is important and using tools is advised.
- Tool Utilization: Leverage tools such as Google Postmaster Tools or ReturnPath for detailed deliverability insights.
- Segmentation: Prioritizing sending to your most engaged subscribers first.
What email marketers say
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.
Key opinions
- Faster Warmup: Subdomain warmup is generally faster than IP warmup due to the established reputation of the parent domain.
- Gradual Volume Increase: Gradually increase sending volume over time, starting with highly engaged users.
- Monitoring Metrics: Closely monitor key metrics like open rates, click-through rates, bounce rates, and spam complaints to assess warmup progress.
- Email Authentication: Proper email authentication (SPF, DKIM, DMARC) is essential to ensure emails are trusted by ISPs.
- Engagement matters: High engagement indicates the content is valuable to your customers. Focus on content relevancy and timing to increase engagement.
Key considerations
- Deliverability Tools: Use monitoring tools to track deliverability and adjust the warmup strategy as needed.
- List Hygiene: Avoid spam traps by ensuring your email lists are clean, permission-based, and regularly maintained.
- Content Relevancy: Send highly engaging, personalized content to encourage opens and clicks.
- Domain vs IP: Even with a pre-existing IP reputation, the subdomain needs its own warmup plan.
- Aggressiveness: Although subdomain warmups can be faster, avoid being too aggressive initially with volumes. Start low and increase slowly.
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
What the experts say
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.
Key opinions
- Independent Reputation: Subdomains have their own unique reputations.
- Similar to IP Warming: The warm-up process for a subdomain is similar to IP warming.
- Baseline Influence: The overall organization's reputation provides a starting point for the subdomain.
Key considerations
- Reputation Monitoring: Continuously monitor the subdomain's sender reputation.
- Tool Utilization: Use tools to track and manage sender reputation.
- Deliverability Impact: Sender reputation directly affects email 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
What the documentation says
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.
Key findings
- Gradual Volume: Warming up involves gradually increasing sending volume over time.
- Sender Reputation: Domain and sender reputation are crucial for deliverability.
- Authentication: Proper email authentication (SPF, DKIM, DMARC) is essential.
Key considerations
- Deliverability Metrics: Monitor deliverability metrics to track progress.
- List Hygiene: Maintain good list hygiene to avoid spam complaints.
- Policy enforcement: Implement and refine DMARC policies to protect against phishing and improve deliverability.
- Domain Authorisation: Correctly specify which mail servers are authorised to send emails on behalf of your domain in your SPF records.
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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