Howdy folks! We’re back at it this week to cover addressing email deliverability issues with new domains. If you haven’t already, don’t forget to check out last week’s post. If you’ve already read it, great, let’s resume by talking about how to configure your new domain.
Configuring a new Domain
I explained deliverability protocols previously, so if you need a refresher that might be worth a visit. This section will be more focused on how to apply that knowledge for the sake of connecting an ESP like SendGrid or Mailgun, or an MAP like HubSpot.
This requires access to add and edit DNS records, so, again, your R&D team is usually the resource to work with. Minimally the guide below is to help get on the same page with your technical team about the request and process of implementation.
MX (Mail Exchanger)
- Go to your domain registrar’s DNS settings.
- Creating a new MX record.
- Add your MX record value. For example, for Google Workspace.
SPF (Sender Policy Framework)
- Go to your domain registrar’s DNS settings.
- Create a new TXT record.
- Add your SPF record value. For example:
v=spf1 include:mailgun.org include:sendgrid.net ~all (replace mailgun.org or sendgrid.net with the email service provider(s) you’re using).
DKIM (DomainKeys Identified Mail)
- Log in to your ESP and find the DKIM setup instructions.
- Add the provided CNAME records to your domain’s DNS settings.
- Verify the setup within your ESP.
For example, your ESP may provide a record like this:
Name: default._domainkey
Value: dkim.mailgun.org
DMARC (Domain-based Message Authentication, Reporting, and Conformance)
- Add a new TXT record to your DNS.
- Use this basic DMARC record as a template:
v=DMARC1; p=none; rua=mailto:postmaster@yourdomain.com (if you created a different mailbox address in the last step, use that instead). - Adjust the p policy as needed:
- none: Monitor emails without taking action.
- quarantine: Send unauthorized emails to spam.
- reject: Block unauthorized emails entirely.
When you add these records there can be a bit of a lag time until they have propagated, so this is often a case of hurry up and wait. Once it is all set up, though, you should be able to add and verify new mail accounts as options to send from in your ESP or MAP in just a few minutes.
Testing
As I mentioned last week there are a few tools you can use to test your configuration. I’ll include two that I talked about in that piece. These can be a big help to confirm all is configured properly and you are ready to begin sending messages to your lists.
EasyDMARC
EasyDMARC offers a free domain scanner tool that makes it fast and easy to check on SPF, DKIM, and DMARC in your DNS records. It uses each to deliver an overall risk assessment grade of low, medium, or high. For each record type it shows the values that have propagated, which helps to assess whether they line up as expected. The tool also makes recommendations on how to improve the risk assessment. It’s a little unforgiving with DMARC, but nonetheless these suggestions are worth looking into.
Mail Tester
Mail Test requests that you send an email to a random address that they provide you with. You’ll get a score out of 10, plus an indicator of what that might mean. You can then check:
- SPF, DKIM, and DMARC results.
- Body message errors.
- If you’re blacklisted.
- If the message has any broken links.
Warming up New Inboxes
Okay, we’ve made it to the last step. By this point you may well just want the process over and done with so you can move on to other projects (understandable). However, this is arguably the most important part. A sudden spike in email volume is one of the fastest ways to trigger spam filters and get your new domain blacklisted. It is critical that we gradually “warm up” the new domain, and thus gradually build a good reputation.
There are a few software tools on the market that automate this process, some more comprehensive, like Smartlead and Instantly, and simpler alternatives like Mailreach and Warmup Inbox. The former options may be worth looking into if you see a longer term need to scale this process out to support your sales team with buying and setting up new domains for cold outreach. If not, the latter tools with less bells and whistles get the job done.
If you do proceed manually, here are a few recommendations to keep in mind:
Start Small
Start your volume low, usually 500 or less messages at a time. In the beginning, you can typically double the volume each subsequent send. That said, you need to monitor bounce rates and engagement. If any numbers seem off you will want to reduce volume until you see the numbers perform better.
Segment by Receiver
Different receivers, like Gmail, Yahoo, Microsoft, AOL, and so on, have different approaches to filtering spam, but one commonality is that propensity of recipients to open and engage with mail is viewed favorably. Hence, it is worth segmenting these different receivers on your lists and finding the most engaged recipients using each one. This also brings up another point…
Prioritize Engagement
Start with your most active subscribers who are likely to open and click your emails. Again, high engagement signals to email providers that messages are valuable. Segmentation by receiver can be a little more challenging, but most ESPs and MAPs have built-in tools that can facilitate segmenting my engagement easily.
Use a Consistent Schedule
Maintain a regular sending cadence. In other words, be predictable. Bonus goes to aligning the schedule with how you typically conduct outreach to your mailing lists. For example, if you typically send weekly on Tuesdays or Thursdays, sticking to those same time frames is usually worthwhile.
Watch Performance Like a Hawk
This is noted above in the context of ramping volume, but it’s worth reiterating that this is a continuous process. As soon as you notice any anomalies, even after your domain has been ramped up, you will want to take action. Aside from ensuring those that are unsubscribed no longer receive any messages, you will also want to watch for complaints, and abnormally high bounce rates in particular. These are often red flags that can dramatically impact deliverability.
Wrapping Up
I wasn’t kidding when I said this would be a lengthy post! Email deliverability can be a surprisingly tricky topic to address, but if you find yourself scratching your head you are certainly not alone. I find it tends to be a known issue in a lot of organizations, but there’s not necessarily a great deal of urgency or knowledge on how to fix it.
Make no mistake, email is still a very powerful channel for marketing in 2025. Yes, you have to jump through a few hoops to make it work, but done right it can be one of the most powerful channels for marketing and sales to grow your business. Good luck, and if you need help don’t be shy to book some time.