Summary
After migrating to a new domain and ESP, emails often go to spam due to a combination of factors including: filters needing time to adjust, ISPs not recognizing the new domain, content issues, lack of proper authentication (SPF, DKIM, DMARC), poor list hygiene, inconsistent sending patterns, and low engagement. Warming up the domain and IP gradually, ensuring authentication is correctly configured, monitoring and managing sender reputation through tools like Google Postmaster, avoiding spam trigger words, maintaining a clean and engaged subscriber list, setting up feedback loops, and actively monitoring blocklists are all vital steps to improve inbox placement and overall deliverability. Be cautious when using deliverability testing tools as they are not always fully accurate.
Key findings
- Infrastructure Transition: Moving infrastructure can temporarily affect deliverability.
- New Domain Recognition: ISPs need time to recognize new domains; warming up is crucial.
- Content is Key: Content can trigger spam so needs to be scanned for issues
- Authentication is Critical: SPF, DKIM, DMARC are essential for proving sender legitimacy and protecting against spoofing.
- List Hygiene is Important: Maintaining a clean, engaged list improves reputation and deliverability.
- Sending Patterns Matter: Consistent sending volume and frequency are important for reputation.
- Monitor Google Postmaster: Google Postmaster tools helps monitor sender reputation and identify issues.
- Blocklist Monitoring: Being listed on blocklists can significantly impact deliverability, requiring monitoring and action.
Key considerations
- Warm-up Strategy: Develop a strategy for gradually warming up the new domain and IP address.
- Authentication Setup: Verify SPF, DKIM, and DMARC configurations are correct and complete.
- Content Optimization: Review and optimize email content to avoid spam trigger words and poor coding practices.
- List Segmentation: Segment your audience and tailor content for higher engagement.
- Feedback Loop Implementation: Set up feedback loops to monitor spam complaints and take corrective actions.
- Monitor Deliverability: Continuously monitor deliverability metrics and adjust strategies as needed. Deliverability testing tools are not always fully accurate.
- Monitor blocklists: Actively monitor blocklist status and promptly take steps to get delisted if necessary.
What email marketers say
12 marketer opinions
After migrating to a new domain and ESP, emails often land in spam due to various factors including domain reputation, content issues, lack of proper authentication, poor list hygiene, inconsistent sending patterns, and engagement metrics. Warming up the new domain and IP address gradually, ensuring correct SPF, DKIM, and DMARC settings, maintaining a clean and engaged subscriber list, monitoring blocklists, and addressing spam complaints through feedback loops are crucial steps to improve inbox placement. Monitoring your sending reputation and testing your inbox placement through external tools is a great way to gauge success.
Key opinions
- Content Matters: Content can directly trigger spam filters so needs to be scanned for issues.
- Domain Reputation: A new domain lacks an established reputation, making it more susceptible to spam filtering.
- Authentication: Proper email authentication (SPF, DKIM, DMARC) is essential for proving sender legitimacy.
- List Hygiene: Maintaining a clean and engaged subscriber list is crucial for inbox placement.
- Warming Up: Gradually warming up the new domain and IP address is vital for building trust with ISPs.
- Sending Patterns: ISPs monitor sending patterns; consistent volume and frequency are important.
- Engagement: Poor engagement metrics can lead to spam folder placement.
- Blocklists: Being listed on email blocklists can significantly impact deliverability.
Key considerations
- Content Review: Regularly review email content to avoid spam trigger words and poor HTML coding.
- Authentication Setup: Ensure SPF, DKIM, and DMARC records are correctly configured for the new domain.
- List Segmentation: Segment your audience and send relevant content to improve engagement metrics.
- IP Reputation: Check the reputation of your dedicated IP address and request a new one if necessary.
- Feedback Loops: Set up feedback loops with ISPs to monitor and address spam complaints promptly.
- Monitor Deliverability: Continuously monitor deliverability rates and make adjustments as needed.
- Test Tools: Use testing tools with caution. Inbox placement is not always monolithic. Monitor metrics, and dont sweat it too much.
Marketer view
Email marketer from Email Geeks shares that inbox testing isn't always a monolithic domain wide decision and has a ton of variance, its cool directional data, but dont sweat it too much.
18 Nov 2023 - Email Geeks
Marketer view
Email marketer from Reddit shares that, when moving to a new ESP, it's essential to warm up your IP address gradually. Start with low volumes and slowly increase over time, monitoring deliverability rates closely. This helps build a positive reputation with ISPs.
9 Nov 2021 - Reddit
What the experts say
4 expert opinions
After migrating to a new domain and ESP, emails may go to spam due to filters needing time to adjust, ISPs not recognizing the new domain, and authentication issues. Warming up the domain gradually, ensuring proper authentication (SPF, DKIM, DMARC), avoiding spam trigger words, and maintaining a clean mailing list are crucial to improve inbox placement and sender reputation. Understanding the mechanics of Google Postmaster tools is also key to gauge overall sending reputation.
Key opinions
- Infrastructure Transition: Moving to new infrastructure and domains can initially cause deliverability issues due to filter adjustments.
- Domain Recognition: ISPs don't immediately recognize new domains, leading to deliverability challenges.
- Authentication Importance: Proper authentication (SPF, DKIM, DMARC) is critical to pass spam filters and prove sender legitimacy.
- Content and List Hygiene: Avoiding spam trigger words in content and maintaining a clean mailing list are essential for improving sender reputation.
- Google Postmaster: Warming up infrastructure and domains is important to avoid spam placement. Google Postmaster provides insight into your domain's reputation.
Key considerations
- Gradual Warm-up: Warm up the domain gradually to establish a positive sending reputation.
- Authentication Setup: Ensure proper authentication (SPF, DKIM, DMARC) is correctly configured.
- Content Optimization: Optimize email content to avoid spam trigger words.
- List Management: Maintain a clean and engaged mailing list to improve sender reputation.
- Monitor Reputation: Monitor your domain's reputation using tools like Google Postmaster and address any identified issues.
Expert view
Expert from Email Geeks shares that moving infrastructures can result in bulk foldering until the filters catch up and moving to a new domain can also cause delivery problems because the filters simply don't know who you are or if your mail is wanted.
26 Mar 2023 - Email Geeks
Expert view
Expert from Spam Resource emphasizes that proper authentication (SPF, DKIM, DMARC) is crucial to pass spam filters. They also mention the importance of avoiding spam trigger words in your content and maintaining a clean mailing list to improve sender reputation.
18 Mar 2024 - Spam Resource
What the documentation says
4 technical articles
After migrating to a new domain and ESP, emails often land in spam due to a lack of established sender reputation. This is further compounded by incorrect or missing SPF records, or failing to implement DMARC policy leading to deliverability issues. Ensuring proper authentication (SPF, DKIM, DMARC) is vital for building a positive sender reputation and protecting your domain from email spoofing and phishing attacks. Monitoring domain reputation in tools like Google Postmaster is essential for identifying and addressing deliverability issues.
Key findings
- Domain Reputation: Domain reputation is crucial; new domains lack established reputation, impacting inbox placement.
- Authentication: SPF records are essential for verifying sending servers and preventing spoofing.
- Authentication: SPF, DKIM, and DMARC are vital for building positive sender reputation.
- DMARC Policy: DMARC policy protects against email spoofing and instructs ISPs on handling authentication failures.
Key considerations
- SPF Configuration: Ensure SPF records are correctly configured to include all authorized sending sources.
- Monitor Reputation: Monitor domain reputation in Postmaster Tools and address any deliverability issues.
- DMARC Implementation: Set up a DMARC policy to handle emails that fail SPF or DKIM checks and prevent unauthorized use of your domain.
- Authentication Verification: Ensuring proper authentication (SPF, DKIM, DMARC) is vital for building a positive sender reputation.
Technical article
Documentation from RFC 7208 explains that SPF records are essential for verifying sending servers and preventing spoofing. Incorrect or missing SPF records can lead to deliverability issues, especially when migrating to a new domain or ESP. Ensure your SPF record is correctly configured to include all authorized sending sources.
12 Aug 2022 - RFC 7208
Technical article
Documentation from Microsoft 365 documentation explains sender reputation is crucial for inbox placement. New domains have no established reputation, increasing the likelihood of emails being marked as spam. Ensuring proper authentication (SPF, DKIM, DMARC) is vital for building a positive sender reputation.
6 Jul 2021 - Microsoft 365 documentation
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