Italiano 
Summary:
The problem: whyé emails from a new domain end up in spam?
Imagine working for months to organize a business event. You have defined every detail, from location to speakers. You created a dedicated website and registered a new, flaming domain (e.g. event-corporate-2025.com). The time comes to send invitations to thousands of participants and, with a click, start the campaign.
Languono days and inscriptions pass. A rapid control reveals the bitter truthà: Most of your emails have never reached the inbox, but è was hijacked without pietà in the spam folder.
This scenario è the result of an automatic defense mechanism implemented by all major mail providers electronics (such as Gmail, Outlook, Yahoo). Their mission è Protect users from phishing, scams and unwanted mail. A domain registered for a few days that suddenly starts sending a massive volume of emails è the antispam filters, not having historical data on the "good conduct" of your domain, label it as suspect.
The problem gets worse when, for reasons of security or business policy, thethe client cannotò enter the IP address of your sending platform into its whitelist. You're alone, with an unknown domain and a zero reputation.
The crucial role of domain reputation
The reputation of domain è the rating of reliabilityà that mail providers assign to your sending domain. È a determining factor for deliverability, i.e. capacityà of your emails to reach the incoming mailbox. This reputation does not build in a day, but è the result of constant and virtuous behavior over time.
According to a Return Path study, 83% of the times an email is not delivered, the reason è a bad reputation of the senderA new domain, by definition, has no reputation, noé Goodé In this grey area, filters prefer to sin of excess of zeal.
The metrics that count for mail providers
To understand how to solve the problem, we must first understand which factors analyze antispam filters to judge our domain.
Sender Authentication: SPF, DKIM and DMARC
These technical acronyms are your best allies.They are authentication protocols that demonstrate to receiving servers that you are authorized to send emails on behalf of your domain.
- SPF (Sender Policy Framework): È a DNS record that lists authorized mail servers to send emails from your domain. È as to say: "Only the IPs in this list can send mail to my name."
- DKIM (DomainKeys Identified Mail): Adds a digital signature encrypted to the email header.ò verify this signature to ensure that the email has not been altered during transit and actually comes from your domain.
- DMARC (Domain-based Message Authentication, Reporting, and Conformance): È A policy based on SPF and DKIM. Tells receiving servers what to do if an email fails SPF or DKIM controls (e.g. quarantine or refuse it). It also provides valuable reports to monitor the use (and abuse) of your domain.
Configure these three records correctly è the first step, not negotiable, to build a good reputation.
Volume and sending frequency
A sudden and massive peak of sendings from a new domain è a giant red flag for antispam filters. Legitimate behaviour involves a gradual increase in the volume of sending.
User interaction
Providers monitor how recipients interact with your emails.
- Opening rates and clicks: High rates report value content.
- Spam reports: Every time a user reports your email as spam, your reputation suffers a very hard hit.
- Hard bounce: Unexistent or incorrect email addresses (hard bounce) damage your reputation. È essential to maintain a clean and up-to-date contact list, so you can evaluate cleaning services such as those offered by Neverbaunce or Zero bounce to ensure maximum efficiency.
Strategic solutions for impeccable delivery
Now that we understand the "whyé", let's go to practical solutions. If your new domain è You need a plan B.
Solution 1: Take advantage of customer corporate domain reputation
This is it. è often the solution più effective and fast. Your customer's corporate domain (e.g. company name.com) is probably years of history, a solid reputation and a high volume of legitimate email traffic. è You have two main options:
- Direct sending by the customer: The customer sends communications for you, using its internal systems.
- Dedicated email box on customer infrastructure: The customer creates a specific mailbox for the event (e.g.
event2025@name company.com). You can configure this box in your sending platform. In this case, you will need to ensure that the customer domain SPF and DKIM records authorize your platform to send for them.
Practical example: The agency "Eventi Pro" organizes the launch of a product for "Tech Corp". launch-product.com, asks Tech Corp to create launch-product@techcorp.comTech Corp's IT adds the IP of Event Pro's sending platform to its SPF record. Emails start with Tech Corp's stellar reputation, guaranteeing delivery rates greater than 98%.
Solution 2: Use the domain of the organizing agency
If collaboration with customer IT è If your agency has been operating for years, your domain (e.g. name agency.com)à a good reputation.
You can create a specific subdomain for events, such as events.name agency.com. Subdomains partially inherit the reputation of the main domain, but è good standard "heat them" if you predict high volumes. This solution allows you to maintain full technical control.
Tip: Creates a clear sender address, as event-client@eventi.name agency.com, and specific in the body of the email you are communicating on behalf of the customer. è always appreciated.
Solution 3: Heat the new domain (Warm-up)
If you have to use the new domain, the only way è the process of "domain warm-up"This is to gradually increase the sending volume for a few weeks, to build a positive reputation.
Warm-up Plan:
- Week 1: Send 50-100 emails per day to internal or very secure contacts.
- Week 2: It increases to 200-500 emails per day, expanding to "hot" contacts.
- Week 3: Gradually double the volume every day (1000, 2000, 4000...), monitoring the rates.
- Week 4 and later: Keep increasing the volume until you reach your goal.
This process takes time and not è ideal for events with narrow deadlines, but è the only way to make a new domain reliable.
Action: Operational plan for communications management
Regardless of the chosen solution, follow this checklist to maximize results.
Checklist pre-entry
- Configure SPF, DKIM and DMARC: without these, do not go anywhere.
- Clean the contact list: remove inactive addresses and hard bounce.
- Write an effective and not "spammy" object: avoid MAIUSCOLE and risky words.
- Create valuable content: provide useful and relevant information.
- Include a clear and visible unsubscribe link.
- Test email on different platforms (Gmail, Outlook, etc.).
Massive communications for an event cannot be left to chance. Dealing with the issue of deliverability from a new domain requires a strategic and proactive approach. Instead of fighting against the windmills of antispam filters with an unknown domain, supported by domains with a consolidated reputation, whether it's the client or your agency.
If you have to build a reputation from scratch, do it with patience and method through a proper warm-up. Remember that email marketing for events not è just send an email, but build a dialogue of trust with participants. And trust, online, begins with an impeccable reputation.
