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Summary

The impact of less common domain extensions (TLDs) on email deliverability is a nuanced topic. While popular TLDs like .com generally offer a safer path, newer or less frequently used extensions like .press, .info, or .us can introduce deliverability challenges. The core issue often stems from historical abuse patterns associated with certain TLDs, leading to increased scrutiny from mailbox providers (MBPs). However, proper email authentication, rigorous list hygiene, and a careful warming-up process can mitigate many of these potential risks. Domain reputation, influenced by sending behavior and authentication, remains a far more significant factor than the TLD itself.

What email marketers say

Email marketers often debate the impact of less common TLDs, with many advising caution while acknowledging that proper setup and reputation management can often overcome initial skepticism. The consensus leans towards prioritizing established best practices over unique domain choices for critical email programs. Marketers generally agree that while the TLD might play a small role, factors like sender reputation, engagement, and authentication are far more impactful.

Marketer view

Email marketer from Email Geeks suggests that using TLDs like .email two years ago showed some rejections from minor domains, but major mailbox providers were not significantly affected. They note that this might not still be an issue today.

18 Oct 2018 - Email Geeks

Marketer view

Email marketer from Email Geeks believes that .io domains perform well. They suggest that cheaper TLDs often garner less respect from mail servers because they are frequently abused by spammers.

18 Oct 2018 - Email Geeks

What the experts say

Email deliverability experts generally concur that while domain extensions can play a minor role, especially if they have a history of abuse, they are far less critical than the sender's overall reputation, technical setup, and sending practices. They emphasize that a domain with a less common TLD can achieve good deliverability if all other foundational elements are perfectly managed. The key lies in proactive reputation management, stringent adherence to best practices, and robust email authentication.

Expert view

An expert from WordtotheWise states that while Top-Level Domains (TLDs) can sometimes carry a reputation, it is the actual sending behavior and the overall domain's history that truly dictate deliverability. A well-managed, authenticated domain will typically perform well, regardless of its TLD.

10 Apr 2024 - WordtotheWise

Expert view

An expert from SpamResource suggests that the primary reason certain TLDs are viewed negatively is their prevalence in spam campaigns. If a TLD is inexpensive or easy to register in bulk, it becomes a target for spammers, which then impacts its overall reputation.

22 May 2024 - SpamResource

What the documentation says

Official documentation and research from major anti-spam organizations and internet governing bodies indicate that while specific TLDs can be flagged for high spam rates, this is a reflection of abuse rather than an inherent flaw in the TLD itself. The focus is consistently placed on sender reputation, adherence to email standards, and proper authentication. Documentation suggests that mailbox providers employ sophisticated algorithms that evaluate numerous signals, with TLD being only one, and often a minor, component in a complex reputation scoring system.

Technical article

Documentation from Spamhaus TLD statistics suggests that certain domain extensions exhibit significantly higher percentages of spam or malicious use. For example, some TLDs can have over 90% of their observed domains listed on their blocklists, making them highly suspicious for mail servers.

18 Oct 2018 - Spamhaus

Technical article

Research into domain reputation by major ISPs indicates that even if content is perfectly written, a domain's overall poor reputation can lead to emails being filtered into spam. This reputation is built on various signals, with the TLD being only one component.

14 May 2024 - Namesilo Blog

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