Do new or uncommon domain extensions (.club, .online, .tech, .app) affect email deliverability?

Key findings

• Bias against new TLDs: Some ISPs and filtering companies admit to a bias, sometimes blocking emails from weird or new generic TLDs (gTLDs) due to perceived risk.
• High abuse rates: Many new gTLDs exhibit exceptionally high percentages of spammy domains. For example, some data shows .club at 97%, .online at 92%, and .tech at 92% spammy domains.
• New domain suspicion: A newly registered domain, regardless of its TLD, can trigger spam filters if it starts sending email in high volumes immediately, as this is a common spammer tactic.
• Registry compliance: The business practices of TLD registries, especially those that offer bulk domain registrations cheaply, can contribute to the TLD's overall reputation (or lack thereof).

Key considerations

• Choose wisely: If possible, opt for established TLDs like .com, .net, or .org that generally carry a better reputation for email sending, as discussed in our guide on whether the top-level domain affects email deliverability.
• Maintain pristine practices: If you must use a newer or uncommon TLD, it is crucial to adhere to email sending best practices rigorously. This includes impeccable list hygiene, relevant content, and high engagement rates. Our article on why your emails are going to spam offers solutions.
• Monitor reputation: Actively monitor your domain's reputation using tools like Spamhaus TLD statistics (Spamhaus.org) and address any issues promptly. A practical guide to understanding your email domain reputation is available.
• Strengthen authentication: Ensure your domain has robust email authentication protocols configured, including SPF, DKIM, and DMARC. These measures are crucial regardless of your TLD.

Key opinions

• Perceived risk: Many marketers are cautious about new or odd TLDs due to their common association with spamming activities.
• Established is safer: Traditional extensions like .com, .net, and .co are generally viewed as more reliable and less likely to trigger spam filters immediately.
• Spammer's choice: If spammers predominantly use certain TLDs, it serves as a strong signal for legitimate senders to avoid them to prevent being categorized similarly.
• Data vs. assumptions: Initial assumptions that certain TLDs are fine can be quickly challenged by statistical data on spam rates.

Key considerations

• Client advisement: Marketers should consider advising clients against using high-risk new gTLDs, especially if their email program is already struggling or is just starting out, as covered in Audience Point's insights.
• Compensatory measures: If a less common TLD is necessary, commit to exemplary sending practices to offset any inherent deliverability disadvantages. This includes robust technical solutions and content quality.
• Due diligence: Research the TLD's reputation before commitment. Resources like Medium articles on domain extensions can provide initial guidance.
• Focus on reputation building: The primary focus should always be on establishing and maintaining a strong sender reputation from day one, regardless of the domain extension.

Key opinions

• Direct blocking tendencies: Some filtering companies may directly block domains on weird or highly commercial new TLDs, partly due to lax compliance from their registries.
• High spam proportionality: While traditional TLDs also see abuse, the proportion of spam originating from newer gTLDs can be disproportionately high, making them riskier in the eyes of filters.
• Subdomain abuse: Some problematic TLDs facilitate the easy acquisition of subdomains, which spammers exploit for rapid rotation, leading to increased blacklisting (or blocklisting) for the entire TLD.
• New registration suspicion: Any newly registered domain, regardless of its TLD, is often viewed with suspicion by filters, especially if it attempts to send high email volumes without a proper warm-up period.
• Context for existing domains: An older domain, even with a less common TLD, might pose fewer deliverability issues if it has a long history of legitimate sending.

Key considerations

• Registry reputation: Investigate the reputation and compliance efforts of the TLD registry. A lax approach to abuse can lead to a generally poor reputation for all domains under that TLD, as highlighted in discussions around nTLD impact.
• Monitor evolving risks: The risk profile of newer gTLDs can change rapidly as abuse patterns evolve. Continuous monitoring is essential, which also ties into general domain reputation recovery.
• Robust authentication: Strong email authentication (SPF, DKIM, DMARC) is non-negotiable, particularly when using a TLD with a less established reputation. Our guide to DMARC, SPF, and DKIM is a good starting point.
• Specific TLD risks: Be aware of specific TLDs that have known deliverability issues, such as certain .us domains or newer TLDs like .clinic or .vet.

Key findings

• TLD abuse statistics: Organizations like Spamhaus provide metrics on TLD abuse, demonstrating which extensions are frequently used for spam or malicious activities.
• Registry practices influence reputation: The policies and enforcement mechanisms of TLD registries (e.g., ICANN) directly affect how prone a TLD is to abuse, which in turn impacts deliverability.
• New gTLD proliferation: The significant increase in new generic TLDs has broadened domain choices but also introduced new considerations for managing sender reputation.
• Part of holistic reputation: The domain extension is one factor among many—including IP reputation, content, and engagement—that collectively contribute to overall sender reputation.

Key considerations

• Perform due diligence: Before adopting a non-traditional TLD, thoroughly research its reputation by checking abuse reports and industry statistics, such as those mentioned by Register.Domains.
• Adhere to standards: Strict adherence to email sending standards and best practices is paramount, as these factors often outweigh the TLD itself in determining deliverability, as noted by Mailchimp.
• Consider long-term implications: Evaluate the long-term impact of your TLD choice on brand perception and future email deliverability, taking into account the broader landscape of new gTLDs.
• Holistic deliverability strategy: Focus on a comprehensive deliverability strategy that includes strong authentication, content quality, and list hygiene, rather than relying solely on the TLD as a determining factor.