All Collections
NEW! CDXP & Marketing Automation
E-mail authentications
Rebuilding reputation after changing e-mail service providers: 30-day plan
Rebuilding reputation after changing e-mail service providers: 30-day plan
Written by Martyna Woźniszczuk
Updated over a week ago

Switching to a new e-mail service provider is similar to changing a domain name and may result in a loss of rankings in Google in terms of SEO. While this is not always the case, there is a risk of a decline in deliverability rates. However, there are ways to facilitate the transition through link redirects, but the reputation that you have established with the old domain name will need to be rebuilt.

By following the suggestions outlined in this article, you can efficiently restore your previous reputation, and engagement rates should return to normal quickly. In fact, both issues may even improve!

What can you expect?

Temporary lower open rate

A temporary decline in deliverability can lead to a decrease in open rate, and this is a completely normal phenomenon. This can happen regardless of the e-mail service provider chosen, as new senders are not yet trusted, and there is a higher likelihood that some e‑mails may end up in the spam folder.

You should not expect to see the same open rate as when using the services of your previous e-mail service provider. Aligning engagement statistics, such as opens and clicks, may take at least 30 days of regular sending – sometimes even longer if you do not send communications too frequently.

Most common mistakes

Reactivating unengaged contacts

The most common mistake is improperly transferring data, which results in contacts who have unsubscribed being reactivated, and unengaged contacts being suddenly placed back on your main lists. Be extra cautious to ensure that all your data is accurately transferred from the old e-mail service provider to the new one.

Sending too fast

The second most common mistake is sending too many e-mails too quickly. For new senders, internet service providers such as Outlook have strict limitations on the number of messages that can be sent per day – initially allowing only a few thousand per day. If you start sending tens of thousands, it will negatively impact your reputation.

How to warm up the communication process and rebuild reputation

Determine the size of your contact list

If your contact list is smaller than 50,000, the rest of the plan is straightforward. During the first 1-2 weeks with QuarticOn, send messages only to the most engaged contacts. Then, you can start sending to everyone.

If your list is larger than 50,000, you need to be cautious, especially if it is heavily loaded with addresses from one internet service provider, such as Outlook or Gmail. Below is a recommended 30-day warming-up plan:

  • Week 1: 25,000 per day

  • Week 2: 50,000 per day

  • Week 3: 75,000 per day

  • Week 4: 100,000 messages per day

  • Week 5: Full list.

Send to the Most Engaged Contacts

The most crucial aspect is to give it your all by initially sending only to the most engaged contacts – those who have recently opened communication or made a purchase from you within the last 30, 60, or 90 days. Yes, initially, this means sending to a smaller number of contacts, but it is crucial for building a long-term reputation.

Starting with only the most engaged list can boost your open rate and demonstrate that your communication is desired and trustworthy. This approach also ensures that you are not sending to inactive addresses, which can harm your reputation.

How to conduct an accelerated warm-up?

Warm-up, by definition, cannot be aggressive: the faster you act, the higher the risk of damaging your reputation. Although it is not recommended, we understand that sometimes you may need a faster warm-up. In such cases, careful monitoring is crucial to determine if and when to increase the pace.

Here are a few indicators to pay attention to:

  • spikes in SPAM complaints

  • high bounce rate

  • spikes in opt-outs (unsubscribes)

  • low open rate

If you encounter deliverability issues during an accelerated warm-up, here's what you can do:

  • pause sending and return to the previous sending pace – this will allow SPAM filters to adjust to your new IP address,

  • stop sending to mailbox providers that have limited your sending; scale up sending to that provider until the issue is resolved,

  • ensure that communication is not sent to contacts who have unsubscribed or to a large number of unengaged contacts.

Here is an example of an accelerated warm-up plan:

  • Day 1: 50 highly engaged contacts

  • Day 2: 100 engaged contacts

  • Day 3: 200 engaged contacts

  • Day 4: 400 engaged contacts

  • Day 5: 500 engaged contacts

  • Day 6: 1000 engaged contacts

  • Day 7: 2000 contacts

  • Day 8: 4000 contacts

  • Day 9: 8000 contacts

  • Day 10: 16,000 contacts

  • Day 11: 32,000 contacts

  • Day 12: 64,000 contacts

  • Day 13: 128,000 contacts

  • Day 14: full list

The approach outlined above will only work for the most reputable senders and those with highly engaged recipients.

Additional Tips

For those who want to take all necessary precautions, here are some additional tips:

  • use the same domain name as before for your e-mail address "From",

  • configure DKIM and SPF before starting the sending process,

  • maintain consistent branding (design, name, etc.) – avoid confusing your recipients,

  • do not introduce any new lists,

  • display an additional unsubscribe link at the top of your e-mails throughout the warm‑up process – instead of marking messages as SPAM, disinterested contacts will simply unsubscribe from your list (unsubscribe requests will not harm deliverability, but SPAM complaints might).

In summary, transitioning to a new e-mail service provider can be challenging. It's important to understand that a temporary decrease in engagement is natural and will improve if you follow the above practices.

Did this answer your question?