Summary
Troubleshooting deliverability issues when using the same domain for both ESP (Email Service Provider) and corporate email requires a multifaceted approach focused on domain separation, sender authentication, reputation management, and adherence to email standards. Experts recommend separating domains by using either a dedicated sending domain or a subdomain for marketing emails to prevent negative impacts on corporate email deliverability. Proper implementation of SPF, DKIM, and DMARC is crucial for authenticating emails, verifying sender identity, and preventing spoofing. Actively monitoring and managing sender reputation, practicing consistent sending habits, avoiding spam triggers, and maintaining a clean email list through regular validation are also vital. Additionally, setting up separate tracking domains, monitoring blocklists, warming up IP addresses, and adhering to established email standards are essential for optimizing deliverability.
Key findings
- Domain Separation: Using separate domains or subdomains for marketing isolates reputation damage from corporate email.
- Email Authentication: SPF, DKIM, and DMARC are essential for verifying sender identity and preventing spoofing.
- Reputation Management: Actively managing and monitoring sender reputation is vital for preventing deliverability problems.
- List Hygiene: Regularly cleaning email lists to remove invalid addresses improves sender reputation.
- Sending Practices: Consistent sending practices and avoiding spam triggers contribute to better deliverability.
Key considerations
- Reputation Impact: Understand the potential negative impact of marketing emails on overall domain reputation.
- Domain Structure: Carefully consider domain structure and the use of subdomains versus dedicated domains.
- Authentication Setup: Ensure correct configuration of SPF, DKIM, and DMARC records for all sending domains and IPs.
- Monitoring and Management: Implement processes for continuous monitoring of sender reputation and deliverability metrics.
- List Maintenance: Establish a routine list cleaning process to reduce bounce rates and spam complaints.
- IP Warming: When using new IPs or ESP setups, remember to perform IP warming.
What email marketers say
9 marketer opinions
When an organization uses the same domain for both its ESP (Email Service Provider) and corporate email, deliverability issues can arise if marketing emails negatively impact the domain's sender reputation. To mitigate this, experts recommend several strategies. A primary recommendation is to separate domains, either by using a dedicated sending domain or a subdomain for marketing emails. Proper email authentication methods, including SPF, DKIM, and DMARC, are crucial for verifying the sender's identity and preventing spoofing. Consistent sending practices, avoiding spam triggers, and actively managing sender reputation are also vital. Other recommendations include setting up separate tracking domains, monitoring blocklists, warming up IP addresses for new setups, and maintaining good list hygiene by regularly cleaning email lists.
Key opinions
- Domain Separation: Using separate sending domains or subdomains for marketing emails isolates the impact of marketing campaigns on the overall domain reputation, protecting corporate email deliverability.
- Email Authentication: Implementing SPF, DKIM, and DMARC is crucial for verifying sender identity and preventing spoofing, enhancing deliverability.
- Reputation Management: Actively managing and monitoring sender reputation is vital to prevent deliverability issues.
- Sending Practices: Consistent sending practices and avoiding spam triggers contribute to a positive sender reputation.
- List Hygiene: Regularly cleaning email lists to remove inactive or invalid addresses reduces bounce rates and improves sender reputation.
Key considerations
- Sender Reputation: Understand that any negative impact of marketing emails (e.g., spam complaints, high bounce rates) can affect the deliverability of corporate emails when using the same domain.
- Domain Structure: Carefully plan the domain structure, considering whether to use a dedicated sending domain, a subdomain, or the same domain for all email communications.
- Authentication Setup: Ensure that SPF, DKIM, and DMARC are correctly configured for all sending domains and IPs to verify sender identity.
- Monitoring and Management: Implement processes for actively monitoring sender reputation, blocklists, and email deliverability metrics.
- List Maintenance: Establish a routine list cleaning process to remove inactive or invalid email addresses.
- IP Warming: Warm up new IP addresses or new setups of ESPs with small gradual increases to sending volumes
Marketer view
Email marketer from Email on Acid shares that consistent sending practices, proper authentication (SPF, DKIM, DMARC), and avoiding spam triggers are vital. Also, actively managing your sender reputation can reduce deliverability issues when using the same domain.
20 Jun 2021 - Email On Acid
Marketer view
Email marketer from Litmus says that a good list hygiene, can significantly improve deliverability rates. It recommends regular cleaning of email lists to remove inactive or invalid addresses reduces bounce rates and improves sender reputation. Low bounce rates are crucial to not affect your corporate deliverability rates.
1 May 2023 - Litmus
What the experts say
4 expert opinions
When troubleshooting deliverability issues arising from using the same domain for both an Email Service Provider (ESP) and corporate email, experts emphasize a multi-faceted approach. A key component is a comprehensive assessment of deliverability factors to identify necessary changes. Maintaining a positive sender reputation through careful monitoring and active management is critical, as negative impacts from marketing campaigns can affect corporate communications. Implementing robust email authentication protocols like SPF, DKIM, and DMARC is essential for verifying sender identity and preventing spoofing. Furthermore, good email list hygiene, including regular validation and removal of inactive subscribers, helps preserve sender reputation by reducing bounce rates and spam complaints.
Key opinions
- Holistic Assessment: A 'big picture' assessment of all factors affecting deliverability is needed to determine the required changes.
- Sender Reputation: Closely monitoring and actively managing sender reputation are crucial when sharing domains between marketing and corporate emails.
- Email Authentication: Implementing SPF, DKIM, and DMARC is essential for email authentication, improving deliverability by preventing spoofing.
- List Hygiene: Maintaining a clean email list through regular validation and removal of inactive subscribers preserves a positive sender reputation.
Key considerations
- Reputation Impact: Recognize that marketing campaigns can negatively impact the deliverability of corporate emails when using the same domain.
- Authentication Protocols: Ensure the proper implementation of SPF, DKIM, and DMARC to authenticate emails and prevent spoofing.
- List Management Practices: Establish and maintain robust list cleaning and validation processes to reduce bounce rates and spam complaints.
- Continuous Monitoring: Continuously monitor sender reputation and deliverability metrics to identify and address potential issues promptly.
Expert view
Expert from Word to the Wise responds that maintaining a clean email list through regular validation and removal of inactive subscribers is crucial for preserving a positive sender reputation. A clean list reduces bounce rates and spam complaints, which are important factors for deliverability when sharing domains.
17 Mar 2022 - Word to the Wise
Expert view
Expert from Email Geeks explains that she helps with deliverability challenges when a client has set up their ESP from name/domain the same as their corporate email address, taking a big picture look at deliverability and identifying what needs to change for the filters to put the mail in the inbox.
24 Sep 2021 - Email Geeks
What the documentation says
4 technical articles
When troubleshooting deliverability issues with shared ESP and corporate domains, documentation emphasizes proper email authentication and adherence to established standards. Implementing DMARC with a strict rejection policy is crucial to prevent unauthorized use of the domain and safeguard sender reputation. Correctly configuring SPF records is essential for authorizing the ESP to send emails, preventing them from being flagged as spam. DKIM adds a digital signature, verifying sender identity and preventing spoofing. Adhering to SMTP standards defined by RFCs reduces the likelihood of emails being flagged as spam or rejected.
Key findings
- DMARC Policy: Implementing a strict DMARC policy (p=reject) prevents unauthorized domain use and protects sender reputation.
- SPF Configuration: Correctly configuring SPF records is essential to authorize ESPs and prevent emails from being flagged as spam.
- DKIM Implementation: DKIM adds a digital signature, verifying sender identity and preventing spoofing.
- SMTP Standards: Adhering to RFC-defined SMTP standards reduces the likelihood of emails being flagged as spam or rejected.
Key considerations
- Authentication Importance: Recognize that proper email authentication is critical when using the same domain for both marketing and corporate emails.
- Technical Expertise: Ensure that technical staff have the expertise to correctly configure SPF, DKIM, and DMARC records.
- Policy Enforcement: Understand the implications of implementing a strict DMARC policy and ensure that all legitimate email sources are properly authenticated.
- Standards Compliance: Adhere to RFC standards for email communication to ensure compatibility and reduce the risk of deliverability issues.
Technical article
Documentation from RFC shares the standards that define how email servers should handle messages. Adhering to these standards reduces the likelihood of messages being flagged as spam or rejected. Compliance is essential when using the same domain for both marketing and corporate emails.
2 Feb 2024 - RFC-Editor
Technical article
Documentation from Google explains that implementing DMARC with a strict policy (p=reject) prevents unauthorized use of your domain and protects your sender reputation, which is crucial if you're using the same domain for both corporate and marketing emails.
13 Oct 2024 - Google
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