Friday, February 27, 2009

Why Email Deliverability is Like Moving to a New Neighborhood

I was trying to explain to a client the various aspects of email deliverability, IP warming, reputation etc. We ended up discussing the analogy of moving to a new neighborhood.

Today, you are really popular. Your kids get invited to all the parties and you play tennis and know everyone at the club. Things couldn't be better - you are welcomed and accepted. Then you move and everything changes. No one knows who you are, and you have to start all over again making friends and reintroducing yourself to the community, even though as a family you haven't changed at all.

As it relates to email, when you move your domain from one carrier to another, you have to 'start over' and work on your relationship all over again and it takes time. There are things you can do like move over your spf records, but the fact remains is that you have to reearn your reputation and build trust again. Over time, you will (hopefully) be just as popular in your new neighborhood as in the old one.

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