Summary
Changing a subdomain IP to the main domain IP has nuanced effects on email deliverability. While the DNS change itself doesn't alter the sending IP, deliverability can be affected by the reputation of the target IP. If the main domain's IP is already reputable and not blocklisted, the impact should be minimal. However, introducing a new IP address, whether for a subdomain or main domain, necessitates a warm-up process. Sharing IPs, common in some configurations, can also introduce deliverability risks if other senders on the IP have poor practices. Email authentication (SPF, DKIM, DMARC) is crucial, and anti-spam services use complex algorithms beyond just IP and content to assess sender reputation. Monitoring IP and sender reputation is essential for maintaining deliverability.
Key findings
- DNS Doesn't Change IP: Changing DNS records alone doesn't change the actual sending IP address.
- IP Reputation Key: Deliverability is heavily influenced by the IP reputation of the sending IP.
- Shared IP Risks: Shared IP addresses carry the risk of being affected by other senders' poor practices.
- New IP Warmup: New IP addresses require a careful warmup to establish a good sending reputation.
- Authentication Essential: Proper email authentication (SPF, DKIM, DMARC) is essential for deliverability.
- Complex Anti-Spam: Anti-spam systems use complex digital fingerprinting and scoring beyond just IP and content.
Key considerations
- Check Blocklists: Ensure the target IP address (main domain's IP) is not on any blocklists.
- Monitor Reputation: Continuously monitor both IP and sender reputation using available tools (e.g., Google Postmaster Tools).
- Implement Warmup: If the target IP is new or has low sending volume, implement a careful warm-up strategy with gradual increases in sending volume and a focus on engagement.
- Configure Authentication: Ensure that SPF, DKIM, and DMARC records are correctly configured for all sending domains and subdomains.
- Dedicated IP: Consider using a dedicated IP address, especially for high-volume sending, to have more control over your sending reputation.
What email marketers say
6 marketer opinions
Changing a subdomain IP to the main domain IP can affect email deliverability, primarily due to IP reputation considerations. Sharing IPs, especially if other users have poor sending practices, impacts deliverability. A dedicated IP provides more control but requires careful warming and monitoring of sender scores. Authentication is crucial, and failing to warm up IPs can lead to spam filtering. Overall, maintain a positive sender reputation for successful email delivery.
Key opinions
- Shared IPs Risk: Shared IPs can negatively impact deliverability if other users have poor sending practices.
- IP Reputation Matters: IP reputation is crucial for email deliverability; monitor it closely.
- Dedicated IP Benefits: Dedicated IPs offer better control over sender reputation, benefiting high-volume senders.
- Warming is Essential: Failing to warm up new IPs can lead to emails being marked as spam.
- Authentication is Critical: Proper email authentication is necessary for deliverability.
Key considerations
- Monitor Reputation: Continuously monitor IP and sender reputation scores.
- Warm Up IPs: Warm up new IPs gradually to establish a positive sending history.
- Authentication Setup: Ensure proper email authentication (SPF, DKIM, DMARC) is configured.
- Sending Practices: Adhere to best practices to maintain a positive sender reputation.
- Sending Volume: If sending high volume emails, using a dedicated IP is recommended.
Marketer view
Email marketer from SendGrid shares that IP reputation is crucial for email deliverability. They advise warming up new IPs gradually and monitoring sender scores to maintain a positive reputation, which can be affected by shared IP usage.
4 May 2022 - SendGrid
Marketer view
Email marketer from Reddit explains that failing to warm up your IP properly could make your emails get sent to the spam folder because major mailbox providers will think you're a spammer.
16 Jul 2024 - Reddit
What the experts say
4 expert opinions
Changing a subdomain IP to match the main domain's IP is unlikely to directly impact deliverability, as DNS changes don't alter the sending IP. However, the main domain IP must not be blocklisted. Anti-spam services use complex digital fingerprint scores beyond just IP and content. Starting with a new IP address generally hurts deliverability, requiring a warm-up process with gradually increasing email volume and high user engagement.
Key opinions
- DNS Change Impact: Changing DNS records doesn't directly alter the sending IP address.
- Blocklist Check: Ensure the target IP (main domain's IP) isn't on any blocklists.
- Complex Scoring: Anti-spam systems utilize sophisticated digital fingerprinting methods.
- New IP Warm-up: New IP addresses require a warm-up process for optimal deliverability.
Key considerations
- IP Reputation: Monitor the reputation of the main domain's IP address.
- Warm-up Strategy: If the IP is new or hasn't sent much mail, implement a careful warm-up strategy.
- Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is in place.
- Engagement: Focus on generating positive user engagement during the warm-up phase.
Expert view
Expert from Word to the Wise shares that new IP addresses require warming before sending any marketing campaigns. Warming consists of slowly sending more emails and requires a high amount of user engagement.
23 Jul 2022 - Word to the Wise
Expert view
Expert from Email Geeks responds that there is a digital fingerprint/score that anti-spam services use, which is more complex than just content and sending IP.
21 Jul 2021 - Email Geeks
What the documentation says
3 technical articles
Email deliverability is significantly influenced by IP and sender reputation, as highlighted by Google and Microsoft's documentation. Google Postmaster Tools recommends monitoring IP reputation to proactively address deliverability issues. Proper SPF configuration, as outlined in RFC Editor documentation, is essential for authenticating sending servers, preventing spoofing, and maintaining deliverability, particularly when changing IPs or subdomains.
Key findings
- IP Reputation Critical: IP reputation is a key factor in determining email deliverability according to Google and Microsoft.
- SPF Essential: Proper SPF configuration is crucial for authentication and preventing spoofing.
- Sender Reputation Matters: Maintaining a good sender reputation is essential for reliable deliverability, per Microsoft.
Key considerations
- Monitor IP Reputation: Regularly monitor your IP reputation using tools like Google Postmaster Tools.
- Configure SPF Records: Ensure your SPF records are correctly configured and up-to-date.
- Maintain Sender Reputation: Adhere to best practices for maintaining a positive sender reputation.
Technical article
Documentation from RFC Editor explains that SPF records are essential for authenticating sending servers and preventing spoofing. Proper SPF configuration is crucial for maintaining email deliverability when changing IPs or subdomains.
14 Dec 2023 - RFC Editor
Technical article
Documentation from Google Postmaster Tools shares that Google uses IP reputation as a key factor in determining email deliverability. Monitoring your IP reputation through their tools is recommended to identify and resolve any issues affecting deliverability.
21 Jun 2024 - Google
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