Should I be concerned about identical traffic patterns when migrating to a new SMTP provider?
Summary
What email marketers say9Marketer opinions
Email marketer from Campaign Monitor answers that domain reputation can be affected, especially if there are inconsistencies in traffic patterns during an SMTP migration.
Email marketer from Email on Acid mentions keeping track of your email volume. Drastic changes can affect your sender reputation.
Email marketer from StackOverflow suggests slow IP Warmup is key and also highlights monitoring blocklists during migration.
Email marketer from Reddit user u/EmailNoob42 suggests that it's common to see deliverability dips during SMTP migrations. He advises to keep a close eye on bounce rates and sender reputation and adjust your strategy accordingly.
Email marketer from Litmus states that monitoring key deliverability metrics, such as inbox placement rate and spam complaints, is crucial when transitioning to a new SMTP provider. He explains that this helps identify and address any potential issues quickly.
Email marketer from Mailjet shares that you should monitor your sending reputation closely when switching SMTP providers. They explain that any sudden changes in sending patterns can negatively impact deliverability and that you should start slowly.
Email marketer from Neil Patel's Blog explains that it's essential to warm up your new IP address gradually when migrating SMTP providers to avoid being flagged as spam. Sudden large volumes from a new IP can raise red flags.
Email marketer from Gmass shares the key is warming up the new IP. Without a gradual increase you will likely be sent straight to spam.
Email marketer from SendGrid explains that a slow and steady IP warm-up strategy is crucial when moving to a new SMTP. This means gradually increasing sending volume and monitoring engagement rates to build trust with ISPs.
What the experts say5Expert opinions
Expert from Spam Resource emphasizes a gradual IP warmup when migrating, highlighting that ISPs track traffic patterns closely. They explain that a sudden shift could trigger spam filters, so easing into the new SMTP with a slow increase is vital.
Expert from Word to the Wise explains that maintaining list hygiene is crucial during SMTP migrations. She mentions that sending to old or unengaged addresses on a new SMTP provider could lead to deliverability issues and trigger spam traps, resulting in negative consequences.
Expert from Email Geeks explains that if the new traffic comes from hundreds of sources it is concerning, but if it comes from 2 sources it is not as concerning. They also state that shared versus dedicated domain is probably not concerning and concludes that the user is on the best path, and he probably shouldn't worry about it.
Expert from Email Geeks shares that while shared pools might be good enough in the future, some mailbox providers (like Microsoft) still benefit from dedicated IPs for clients who can support them.
Expert from Email Geeks shares that seeing identical traffic patterns from old and new domains during SMTP migration is normal with warmup. She explains as long as you're not sending 100 emails over 100 IPs you're fine.
What the documentation says5Technical articles
Documentation from RFC details standards around SMTP. It provides insight on expected patterns and how deviations could be viewed. While not explicit it does indicate an expectation of consistent and reliable traffic.
Documentation from Microsoft details how they observe and learn traffic patterns to determine reputation. Any deviations from these patterns could impact reputation.
Documentation from SparkPost stresses the importance of maintaining consistent sending habits when migrating to a new SMTP. They explain that abrupt changes in sending volume, frequency, or content can trigger spam filters.
Documentation from Google Postmaster Tools outlines the importance of consistently increasing email volume over time to build a positive reputation with Gmail. They state to avoid sending large bursts of email from a new IP address.
Documentation from AWS explains that for AWS SES, you need to keep a close eye on your IP reputation and sending limits during an SMTP migration.