Summary
After rebranding with a new domain and ESP, resolving deliverability issues requires a multi-faceted approach. Key steps include: domain and IP warmup by gradually increasing volume to engaged users, proper configuration and validation of SPF, DKIM, and DMARC authentication protocols, consistent sending volume, regular list hygiene by removing unengaged subscribers, creating relevant content, implementing feedback loops, and closely monitoring engagement metrics. Introducing the new domain gradually, starting with a campaign from the old domain, is also recommended. It's important to recognize that new domains often face initial deliverability challenges, and blocklists may not always be the primary cause of problems.
Key findings
- Warmup is Essential: Warming up both the IP and domain is crucial for building a positive sender reputation with ISPs. Start with small volumes to highly engaged users.
- Authentication is Critical: Setting up and validating SPF, DKIM, and DMARC records are essential for authenticating your email and reducing spam flags.
- List Hygiene Matters: Regularly cleaning your email list by removing inactive or unengaged subscribers improves deliverability.
- Engagement is Key: Monitoring engagement metrics like open rates, click-through rates, and bounce rates provides valuable insights into deliverability problems.
- Relevance Drives Results: Ensuring your content is relevant and engaging to your audience reduces spam complaints and improves sender reputation.
Key considerations
- Introduce the New Domain: Consider sending an initial campaign from the old domain to inform subscribers about the rebrand before switching to the new domain.
- Gradual Volume Increase: Avoid sending large spikes in volume, especially during the warmup phase. Increase sending volume gradually over time.
- Monitor Sender Reputation: Use tools like Google Postmaster Tools to monitor your sender reputation and identify any potential issues.
- Segmentation for Success: Segment your email list based on engagement levels and tailor your content accordingly for better results.
- SPF Authentication for Custom Paths: If using a custom return path, ensure it's properly SPF authenticated.
What email marketers say
10 marketer opinions
After rebranding with a new domain and ESP, it's crucial to follow a strategic approach to resolve deliverability issues. This includes warming up your IP address and domain by gradually increasing email volume to engaged users, maintaining list hygiene by removing inactive subscribers, and ensuring content relevance to improve engagement and reduce spam complaints. Monitoring engagement metrics, setting up feedback loops, segmenting your email list, maintaining a consistent sending volume, and asking subscribers to whitelist your address are also important steps.
Key opinions
- Warming: Warming up IPs and domains gradually is essential to build a positive sender reputation.
- List Hygiene: Cleaning your email list by removing inactive subscribers improves deliverability.
- Content Relevance: Engaging and relevant content reduces spam complaints and improves sender reputation.
- Engagement: Monitoring engagement metrics such as open rates and click-through rates is crucial to detect deliverability issues early.
- Feedback Loops: Setting up feedback loops helps identify and remove subscribers who mark emails as spam.
- Segmentation: Segmenting email lists based on engagement allows for more targeted and relevant content.
Key considerations
- Old vs. New: Consider sending an introductory campaign from the old domain to inform subscribers about the rebrand.
- Ramp-up: Avoid sending large spikes in volume, especially during the initial warmup phase.
- Whitelisting: Encourage subscribers to add your email address to their address book or whitelist to ensure they receive your emails.
- Consistency: Maintain a consistent email sending volume over time to build trust with ISPs.
Marketer view
Email marketer from Litmus explains that monitor your engagement metrics closely, like open rates, click-through rates, and unsubscribes. Decreasing engagement is an indicator of deliverability issues.
10 Jan 2024 - Litmus
Marketer view
Email marketer from SendGrid shares that cleaning your email list is important. Remove inactive subscribers and those who haven't engaged with your emails in a while to improve your sender reputation.
1 Mar 2024 - SendGrid
What the experts say
9 expert opinions
After rebranding with a new domain and ESP, resolving deliverability issues requires a focus on domain and IP warmup, proper authentication, and engagement monitoring. Blocklists may not be the primary issue unless specifically indicated in bounce messages. Gradual volume increases, starting with engaged users, are crucial for establishing a positive sender reputation. Ensuring SPF, DKIM, and DMARC are correctly configured is vital, especially with a 'p=quarantine' DMARC policy. Close monitoring of engagement metrics helps identify and address deliverability problems promptly.
Key opinions
- Domain Warmup: Domain warmup is crucial; avoid sending large volumes initially to a new domain.
- Authentication: Properly configured SPF, DKIM, and DMARC are essential for email authentication.
- Engagement Monitoring: Closely monitor engagement metrics (open rates, CTR, bounce rates) to identify deliverability issues.
- Targeted Sending: Start by sending to your most engaged users to build a positive reputation.
- Blocklists: Blocklists are likely not the primary issue unless explicitly mentioned in bounce messages.
Key considerations
- Gradual Volume Increase: Gradually increase email volume to avoid being flagged as spam.
- SPF Authentication: With a custom return path, ensure SPF is authenticated.
- New Domain Challenges: Recognize that new domains face deliverability challenges due to lack of history.
- Receiver Recognition: Introduce the new domain to recipients, ensuring they recognize the sender.
Expert view
Expert from Word to the Wise emphasizes the importance of setting up proper sender authentication (SPF, DKIM, DMARC) for your new domain after rebranding. Ensure that these records are correctly configured and validated to improve deliverability and avoid being flagged as spam.
22 Dec 2021 - Word to the Wise
Expert view
Expert from Email Geeks suggests starting with a domain warmup and introducing the new domain to recipients so they recognize the sender. If recipients don't know who you are or why you're mailing them, then you're starting off on a really bad foot.
18 Dec 2021 - Email Geeks
What the documentation says
5 technical articles
Resolving deliverability issues after rebranding with a new domain and ESP fundamentally requires robust email authentication. Implementing SPF, DKIM, and DMARC records is crucial to verify the legitimacy of your emails, reducing the risk of being marked as spam. SPF authorizes specified mail servers, DKIM provides a digital signature, and DMARC dictates how email providers should handle authentication failures. Furthermore, monitoring sender reputation through tools like Google Postmaster Tools is essential for identifying and addressing deliverability problems proactively.
Key findings
- Email Authentication: Setting up SPF, DKIM, and DMARC is essential for authenticating your email and reducing spam flags.
- SPF Authorization: SPF records specify authorized mail servers for your domain.
- DKIM Signing: DKIM digitally signs emails, proving your organization's identity to email providers.
- DMARC Policy: DMARC instructs email providers on handling authentication failures to prevent spoofing.
- Sender Reputation: Monitoring sender reputation via tools like Google Postmaster Tools helps identify deliverability issues.
Key considerations
- Implementation: Proper implementation and configuration of SPF, DKIM, and DMARC are critical.
- Monitoring: Regularly monitor your sender reputation and take action on any identified issues.
- Domain Verification: Ensure your new domain is properly verified with email providers.
- Policy Enforcement: Consider setting a strict DMARC policy (e.g., 'reject') once authentication is consistently successful.
Technical article
Documentation from Microsoft explains that setting up DomainKeys Identified Mail (DKIM) to digitally sign outgoing emails, which helps prove to email providers that your organization and email system are who they say they are.
30 Apr 2023 - Microsoft
Technical article
Documentation from SparkPost explains that monitor your sender reputation using tools like Google Postmaster Tools to identify any issues that may be affecting deliverability.
14 May 2024 - SparkPost
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