Can Returning to Our Previous Domain Restore Inbox Placement

Question

We recently completed a rebrand. Our original domain had a strong email reputation, but the new domain is still building its deliverability and currently has a poor reputation. If we temporarily switch back to the old domain for Black Friday and Cyber Monday, will email providers treat it as the same trusted sender we had before, or will returning to that domain trigger a reputation reset and require another warmup process? We want to avoid any risk of landing in spam during the next two weeks of holiday sales.

After the season, we plan to go back to the new domain and follow a full warmup strategy to rebuild deliverability. For now, we just need to understand whether using the old domain again would restore reliable inbox placement for our holiday sends.

Byrne C · Answer

Hi ​@HappyGilmore456,That’s a good question, and the answer is that it all depends on how long ago you made this switch, and ensuring that you add all the necessary records back to your old domain.How recently did you move to your new domain? If it was over 30 days ago, I’d caution against moving back to your old domain, as it would have been too long since your prior domain sent emails, and it may need to be re-warmed. Additionally, if you move back to your old domain, it would be essential to ensure that your old domain contains all the DNS records that Klaviyo generated, has a valid DMARC record, and that the sender email on every Klaviyo email you send (campaigns and flows) comes from a root domain that matches your old domain. If you can ensure that all of these criteria are met, then you’re unlikely to see unexpected deliverability issues when you send from your old domain again!If it has been a while since you’ve sent from your old domain, I’d recommend sticking with your new domain and continuing to warm. It would be better to send to a smaller list while you warm than to let your sender reputation take a hit.

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