Is it a bad idea to use a less common TLD for my primary email sending domain?

No, it's not. While .com often offers the highest level of inherent trust, a less common TLD can still achieve excellent deliverability if you adhere to best practices like proper email authentication , consistent sending, and maintaining a good sender reputation. Some less common TLDs, like .io, have built strong reputations over time.

How can I improve deliverability for a new domain with a less common TLD?

You should focus on warming up the new domain by gradually increasing your sending volume. Implement SPF, DKIM, and DMARC correctly from day one. Maintain low complaint rates and high engagement from your recipients. This will help build a positive domain reputation .

Does the TLD of links in my email content also affect deliverability?

Yes, Mailbox Providers assess the reputation of both the 'From' domain and any domains used in links within your email. Suspicious link domains, even if the 'From' domain is reputable, can trigger spam filters and negatively affect your overall email deliverability .

Do less common domain extensions affect email deliverability? - Technical - Email deliverability - Knowledge base

Q: Do all less common domain extensions affect email deliverability negatively?

Yes, they can, but the effect is indirect. Less common TLDs may have a lower trust score if they are frequently used by spammers. However, strong sender reputation and proper authentication can often mitigate this. The key is how the TLD is perceived by email providers.

When choosing a domain for email communication, one question often arises: do less common domain extensions, or Top-Level Domains (TLDs), affect email deliverability? Many businesses naturally gravitate towards familiar options like .com, but with hundreds of new TLDs now available, it's tempting to opt for a unique or descriptive extension such as .press, .info, or .tech. The perception is that these might be viewed differently by Mailbox Providers, potentially impacting whether your emails land in the inbox or the spam folder.

The short answer is yes, they can, but not always in the way you might expect. It’s a nuanced topic where direct impact is often less significant than other factors. However, the indirect effects, primarily driven by reputation and perception, can be substantial.

I'll explore the various ways less common domain extensions might influence your email deliverability, from how they're perceived by spam filters to the importance of robust authentication. Understanding these factors will help you make an informed decision and ensure your messages reach their intended recipients.

How TLDs influence sender reputation

Mailbox Providers and spam filters constantly evaluate sender reputation to determine where an email should land. This reputation is built on many factors, and the domain extension (TLD) is one piece of that puzzle. Some TLDs have historically been associated with higher rates of spam or malicious activity, which can lead to increased scrutiny from filters. When a new or less common TLD is introduced, it often starts with a neutral reputation, but its standing can quickly shift based on how it's used across the internet.

The problem isn't inherent to the TLD itself, but rather how it's adopted. If a particular less common TLD becomes popular among spammers, its overall reputation can decline, making it harder for legitimate senders using that extension to achieve strong inbox placement. This phenomenon is often observed with cheaper or newly available TLDs that attract those looking to send bulk, unsolicited mail.

A good resource for understanding TLD reputation is the Spamhaus TLD statistics, which show the percentage of bad domains within each TLD. While a TLD might have a relatively low percentage of spam, its sheer volume of registrations can still mean a significant number of bad actors. This contributes to the overall reputation of the TLD within the email ecosystem.

Choosing your TLD carefully

While a unique TLD might seem appealing, remember that email deliverability is paramount. Prioritise TLDs with established good reputations or at least neutral ones that haven't been heavily associated with spam. Always consider the potential impact on your sender reputation before committing to a less common extension for primary email sending.

Some common TLDs like

Google's .com, .net, and .org, often carry an inherent level of trust due to their widespread and legitimate use over many years. This makes them a safer bet for email deliverability. On the other hand, less common TLDs might need more effort to establish a positive sending reputation, even if your sending practices are impeccable. The choice of TLD can be a subtle but impactful signal to receiving servers.

Technical authentication and domain age

Regardless of your chosen TLD, technical email authentication is non-negotiable for good deliverability. This includes setting up SPF, DKIM, and DMARC records correctly. These protocols verify that your emails are legitimately coming from your domain and haven't been tampered with. Mailbox Providers heavily rely on these to filter out spam and phishing attempts. A less common TLD with perfect authentication will always outperform a .com domain with poor or missing authentication.

Proper email authentication is foundational. Here’s a typical example of what your DNS records might look like to ensure strong authentication:

Example DNS records for email authenticationDNS

v=spf1 include:_spf.example.com ~all
v=DKIM1; p=MIGfMA0GCSqGSIb3DQEBAQUAA4GNADCBiQKBgQDqM
v_dmarc.yourdomain.com TXT "v=DMARC1; p=none; rua=mailto:dmarc_reports@yourdomain.com; ruf=mailto:dmarc_forensics@yourdomain.com; fo=1;"

Another critical factor is domain age and warming up a new domain. If you acquire a brand-new domain, regardless of its TLD, it will have no sending history. Mailbox Providers are cautious of new domains, as they are often used by spammers. To build trust, you must gradually increase your sending volume over several weeks, a process known as domain warming. This applies to all domains, but it's even more crucial for less common TLDs that might already be under closer scrutiny.

It's also worth noting the distinction between the From header domain and any domains used in links within your email content. While the From domain has the most direct impact on deliverability and sender reputation, suspicious or frequently blocklisted domains in your links can also trigger spam filters. If you are using multiple or external domains within your emails, ensure their reputations are solid too. This comprehensive approach ensures that all elements of your email contribute positively to deliverability, regardless of the primary TLD.

The role of domain use and context

Ultimately, the content and sending practices associated with your domain extension play a far greater role than the TLD itself. Sending relevant, engaging emails to a clean, opted-in list, maintaining low complaint rates, and avoiding spam traps will build a strong domain reputation. This positive reputation will largely override any initial hesitations Mailbox Providers might have about a less common domain extension.

Some less common TLDs, like .io, have gained widespread acceptance and are now considered reputable due to their use by legitimate tech companies and startups. Others, like .press, might be perfectly suitable for specific niches (e.g., publishing companies). The key is to understand the context of your TLD choice within your industry and audience. If a less common TLD genuinely aligns with your brand or business purpose, it can enhance your identity without necessarily hindering deliverability, provided all other best practices are followed.

The most effective strategy is to test. If you are considering a less common TLD, start with small sending volumes to a segmented portion of your audience and monitor your deliverability closely. Tools that provide inbox placement and reputation insights can provide valuable data. This iterative approach allows you to gauge the specific impact of your chosen TLD and adjust your strategy if needed.

Views from the trenches

Best practices

Start with domain warming for any new domain, regardless of its TLD, to build trust with Mailbox Providers.

Implement strong email authentication (SPF, DKIM, DMARC) for all sending domains to verify legitimacy.

Continuously monitor your sender reputation and inbox placement for your chosen TLD, making data-driven adjustments.

Common pitfalls

Purchasing very cheap or newly released TLDs that often attract spammers, leading to a poorer default reputation.

Sending high volumes of emails from a brand new domain without proper warming, which can result in blocks or rejections.

Neglecting email authentication or having misconfigured DNS records, irrespective of the TLD chosen.

Expert tips

Consider using a more established TLD for your primary sending domain if deliverability is a top priority, and less common ones for specific campaigns or brand alignment.

Differentiate between the impact of a TLD in the From header versus its use in tracking links within the email body.

Always test your deliverability with different TLDs to your target audience before a large-scale rollout.

Marketer view

Marketer from Email Geeks says they used .email domains in the past, and a tiny fraction of domains rejected emails due to the TLD, but it didn't cause issues with major Mailbox Providers.

2018-10-18 - Email Geeks

Marketer view

Marketer from Email Geeks suggests that .io domains generally perform well, while cheaper TLDs tend to get less respect because they are more frequently used by spammers.

2018-10-18 - Email Geeks

Finding the right domain extension

While less common domain extensions can influence email deliverability, their impact is usually secondary to core factors like sender reputation, proper technical authentication, and consistent, good sending practices. A TLD that is widely abused for spam might face more scrutiny, but a legitimate business can often overcome this by adhering to deliverability best practices.

Ultimately, the domain extension is one of many signals Mailbox Providers evaluate. Focusing on building a positive sending history, maintaining clean lists, and ensuring all your technical setups are flawless will contribute far more to your inbox placement than the specific letters after the dot in your domain name. If a less common TLD aligns perfectly with your brand, consider it, but prepare to be diligent with your deliverability efforts and testing.