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Domain Reputation and Deliverability

When it comes to getting your email to your customers as quickly as possible, it’s crucial to maintain a good domain reputation. Here at 14West, we’ve developed a strategy based on industry best practices and client input so that our clients can successfully deliver mail to both existing and potential customers.

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Spinning up a new domain, warming it up, and establishing good reputation take a lot of effort. We want these domains (and their reputations) to be durable, as well as follow modern email marketing best practices. Reducing the number of new domains also helps bolster reputation: creating and abandoning domains rapidly will appear suspicious to ISPs and mailbox providers, whereas they take good-faith efforts at communication and mitigation as a positive (or at least anti-negative) indicator.

Your Three Mail Streams

Your mail falls into three streams: Bulk Mail, Paid Mail, and Transactional Mail. We used these three mailstreams to structure our domain strategy, which uses subdomains to distinguish your different types mail.

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By using subdomains to distinguish between bulk, paid and transactional mail, we protect each mail stream from the others – for example, hitting a blocklist or running into an issue with bulk mail won’t stop people from receiving order confirmations, and if there’s an issue with paid mail, we can tell ISPs with confidence that these people have paid and expect to receive that mail. We further secure/delineate between mailstreams by providing separate IP pools for each mailstream.

Domain Alignment and Deliverability

This is where I’m going to write a section about the importance of domain alignment for DMARC/SPF.

Further Reading

This is where I’m putting some links to resources people can read about domain strategy.

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