Our password reset doesn't deliver, marketing does, or vice versa
Transactional and marketing reputation share a pool when sent from the same domain/IP. A marketing campaign with high complaint rate drags password resets and invoices down. Splitting is standard practice: marketing on a subdomain, transactional on the apex or another subdomain.
Try this first
- 1Set up a subdomain for marketing, for example news.yourdomain.com. Own SPF, DKIM, DMARC.
- 2Set up a subdomain for transactional, for example mail.yourdomain.com. Own SPF, DKIM, DMARC.
- 3Keep the apex for human 1-to-1 mail (employees on Outlook). No ESP traffic on the apex.
- 4Separate ESPs: for example Postmark for transactional (low volume, high engagement, fast delivery), Brevo or Mailchimp for marketing.
- 5Monitor reputation per subdomain in Postmaster Tools. You see them separately and can act before marketing pulls transactional down.
When to bring us in
If you have one ESP account for both types, a second account or dedicated IP per type is the next step. Don't skimp here.
See also
- Our emails land in spam for some recipientsAlmost always an SPF, DKIM, or DMARC setting that is wrong or missing, or a sender name that mimics a well-known brand.
- Someone reports receiving phishing emails "from us"Read: spoofing. Someone is abusing your sender name, not necessarily your actual mailbox.
- An email bounces (NDR): delivery failedThe NDR text usually states the exact reason. Reading it is step one.
None of the above fits?
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