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How can I improve my primary domain reputation after sending cold outreach emails?

Summary

Sending cold outreach emails from your primary domain can significantly harm its sender reputation, leading to deliverability issues for all your email communications, including critical 1-on-1 interactions. Recovering this reputation requires a strategic and sustained effort, focusing on positive engagement signals and adhering to best practices. The consensus is to isolate cold outreach to separate domains to protect your primary domain's standing.

What email marketers say

Email marketers widely agree that direct cold outreach from a primary business domain is a risky strategy that often backfires, damaging sender reputation. The prevailing advice centers on proactive measures to segregate cold email efforts and reactive steps to restore trust with inbox providers through genuine engagement.

Marketer view

Email marketer from Email Geeks suggests that using a separate domain for cold outreach is a strong recommendation. They emphasize that the domain should not be brand new, ideally at least a month old, and advise considering alternative sending tools if issues persist with current providers.

16 Mar 2021 - Email Geeks

Marketer view

An email marketer from Dripify advises that using a separate domain for cold email outreach protects your main domain's reputation from potential harm. This segregation allows you to establish a distinct sending profile for your cold campaigns.

25 Feb 2025 - Dripify

What the experts say

Deliverability experts highlight the intricate nature of domain reputation recovery, emphasizing that solutions are often filter-specific and require a deep understanding of how various mailbox providers and anti-spam systems operate. Beyond simple engagement, technical configurations and direct communication with filter companies may be necessary to resolve issues.

Expert view

An email expert from Email Geeks suggests that the specific filters involved heavily influence the approach to fixing deliverability issues. They point out that some solutions are effective only for certain filter types, indicating the need for a tailored strategy based on the problem.

16 Mar 2021 - Email Geeks

Expert view

An email expert from Word to the Wise advises that sender reputation is a complex interaction of many factors, not just sending volume or complaints. They state that consistent positive engagement across multiple campaigns is crucial for long-term reputation building and recovery.

05 Apr 2024 - Word to the Wise

What the documentation says

Official documentation and best practice guides from major mailbox providers and industry bodies emphasize adherence to email authentication standards, careful list management, and responsible sending practices to maintain a healthy sender reputation. Deviation from these guidelines, especially with bulk cold outreach, is a primary cause of deliverability issues.

Technical article

Google Postmaster Tools documentation states that domain reputation is a key factor in email deliverability, influencing whether emails land in the inbox or spam folder. They advise senders to consistently monitor their domain's reputation to identify and address potential issues early.

22 Jul 2024 - Google Postmaster Tools

Technical article

Microsoft's Outlook.com Postmaster guidelines explain that sending practices must comply with industry standards and recipient expectations. They emphasize that high complaint rates, low engagement, and non-compliance with email authentication protocols (SPF, DKIM, DMARC) will negatively impact sender reputation.

15 Jan 2025 - Microsoft Postmaster

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