When running outreach email campaigns—especially those that might appear promotional or potentially trigger spam filters—it's crucial to protect your domain's reputation. Your domain reputation significantly impacts whether your emails land in the inbox, spam folder, or get blocked entirely.
To safeguard the deliverability and reputation of your primary domain, let’s explore the pros and cons of using a subdomain versus a new domain for email outreach campaigns.
Subdomain
👍 Pros:
Cost-effective: No need to purchase a new domain.
Branding consistency: Retains a connection to your main domain, offering authority and recognition.
👎 Cons:
Risk to domain reputation: While subdomains are somewhat independent, they’re still linked to the main domain. If the subdomain gets a bad reputation, it can affect your primary domain’s deliverability.
Less flexibility: A subdomain's association with your main domain can limit your ability to pivot, rebrand, or change providers easily.
New Domain
👍 Pros:
Isolation: Risks are fully contained. If the outreach domain is blacklisted or gains a poor reputation, your primary domain remains unaffected.
Flexibility: You can rebrand, switch providers, or start fresh without impacting your primary brand.
👎 Cons:
Additional costs: Buying a new domain involves extra expenses, especially if you're looking for a premium name.
Lack of brand recognition: Recipients might not immediately connect the new domain to your main brand, which could impact trust and open rates.
Setup effort: Configuring DNS, establishing a good sending reputation, and setting up email infrastructure requires extra time and effort.
Our Recommendation
To preserve the reputation of your primary domain, we recommend purchasing a new domain for email outreach. This approach isolates your primary domain from potential negative consequences while giving you more flexibility to adapt your strategies.
Best Practices for Email Outreach
Regardless of whether you choose a subdomain or a new domain, follow these essential practices to ensure your campaigns succeed:
Maintain a clean email list: Regularly remove bounced addresses, unengaged subscribers, and opt-outs to keep your list healthy.
Avoid spammy content: Provide valuable, relevant content and steer clear of spam trigger words.
Include a clear unsubscribe option: Make it easy for recipients to opt out of your emails.
Authenticate your emails: Use SPF, DKIM, and DMARC to enhance your email's credibility and deliverability.
💡 Remember: Even with a separate domain, poor email practices can still lead to undelivered or flagged emails. Focus on delivering high-quality, engaging content to your recipients.
By taking these steps, you’ll protect your domain reputation while maximizing the effectiveness of your outreach campaigns. Let us know if you need more help! 😊