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DeliverabilityPosted by deliverability_dan · Deliverability consultant

Deliverability tanked after we moved sending domains — here's what fixed it

Posting this because I see the same mistake constantly. A client moved to a fresh sending domain and immediately blasted their full list at the old volume. Placement collapsed.

What fixed it, in order: (1) verified SPF/DKIM/DMARC were actually correct on the new domain — DMARC was set to none with no alignment; (2) warmed by starting with the most-engaged 10% and ramping over ~3 weeks; (3) suppressed anyone with zero engagement in 6 months so the early sends had high engagement signals.

Reputation does not transfer with your content. Mailbox providers judge the new domain from scratch, and early engagement sets the tone. Boring, methodical warming beats clever tricks every time.

#deliverability#dmarc#warming

Tools mentioned in this thread

BrewAI-nativeSendGridKlaviyoResend

3 comments

Sorted by best · 304 thread votes

    • ops_natEcommerce ops3 months ago

      The 'reputation doesn't transfer' point should be pinned. We learned it the hard way during a platform migration. Parallel-running old + new for two weeks saved us.

      33ReplyShare
    • devon_buildsFull-stack dev3 months ago

      Most modern ESPs auto-configure DKIM/SPF/DMARC now (Resend and Brew both did it automatically for us), but people still need to actually verify the records resolve. Auto-setup ≠ guaranteed correct DNS.

      21ReplyShare
      • deliverability_danDeliverability consultant3 months ago

        100%. Auto-setup gets you 90% there; the last 10% is checking propagation and alignment. That's where this client's DMARC was silently wrong.

        14ReplyShare

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