Why is my email deliverability low after changing NS records and delegating from SFMC to AWS?

Email marketer from Reddit shares that using online tools like MXToolbox or Whatsmydns.net to verify that all DNS records (A, MX, SPF, DKIM, DMARC) have been correctly propagated to the new AWS name servers is essential. Inconsistent or missing records can cause deliverability issues.

Email marketer from Stack Overflow explains that low engagement rates (opens, clicks) can negatively impact sender reputation and deliverability. Improving email content, segmentation, and sending frequency can help increase engagement and improve deliverability. Segment lists and remove unengaged users.

Email marketer from Email Marketing Tips Blog suggests it's essential to review email content for spam triggers, such as excessive use of certain words, poor HTML coding, or high image-to-text ratio. Adjusting the content can improve deliverability. Also, check the unsubscribe process is easy for users and also a preference center is available.

Email marketer from Email Deliverability Blog says that after switching to AWS, sender reputation is built from scratch on the new infrastructure, and that warming up the IP, using best practices, and carefully monitoring deliverability metrics, are all important.

Email marketer from SendGrid recommends that ensuring proper email authentication (SPF, DKIM, and DMARC) is critical, especially after a DNS change. They suggest using their platform to verify the authentication setup and troubleshoot any potential issues. Confirming reverse DNS is set up correctly.

Email marketer from Email Blacklist Checker explains that after changing NS records, the domain or IP address may have been mistakenly added to one or more email blocklists. He suggests that checking blocklist status and taking steps to delist if necessary is something to consider.

Email marketer from Quora explains that an overly strict DMARC (Domain-based Message Authentication, Reporting & Conformance) policy (e.g., p=reject) combined with misconfigured SPF or DKIM records can cause emails to be rejected by recipient servers. Reviewing and adjusting the DMARC policy might be necessary.

Email marketer from Mailjet recommends setting up feedback loops (FBLs) with major ISPs (like Gmail, Yahoo, etc.) to receive reports about spam complaints. This helps identify and address issues that are negatively impacting deliverability. Monitor reputation and blocklist status.

Email marketer from Email Marketing Forum explains that the IP address of the AWS sending server might have a poor reputation, especially if it's a shared IP. Warming up the IP address by gradually increasing sending volume can help improve deliverability over time.

Expert from Email Geeks suggests that after fixing the DKIM issue, if delivery problems persist, to keep looking for other DNS records that may have been missed during the NS change.

Expert from Word to the Wise explains that issues after DNS changes are very common. She discusses that the main thing to look at is the DNS records themselves. Ensure all the records were transferred correctly, especially SPF and DKIM. Also consider checking the reputation of your sending IP address.

Expert from Email Geeks says that after fixing the DKIM key, the user should check all DNS entries related to SFMC Sender Authentication Package, including images, click tracking, and unsub processing, to avoid future issues.

Expert from Email Geeks identifies that the DKIM record is incomplete and doesn't meet Yahoo standards after the NS change, indicating a potential issue beyond just the DNS server switch. Suggests fixing DKIM as the first step in troubleshooting.

Expert from Email Geeks asks for bounce messages to help troubleshoot deliverability issues. It's possible the NS are affecting things, but the bounce messages will help to identify the issue.

Expert from Email Geeks states that the DKIM broke when the user switched to self-hosting. They provided a link to check what the DKIM record should look like, and advise checking every DNS entry against SFMC support's list.

Documentation from Cloudflare explains that the TTL (Time To Live) value on DNS records affects how long DNS resolvers cache the records. Setting a low TTL value before making DNS changes can help speed up propagation, but it's important to reset it to a higher value afterward to reduce DNS lookup times.

Documentation from Amazon describes how to properly configure Amazon Simple Email Service (SES) after delegating from SFMC. Verify domain identity, set up SPF, DKIM, and DMARC records correctly, and monitor sending limits and bounce rates to maintain good sender reputation.

Documentation from Google explains that after migrating DNS, it's crucial to update the SPF (Sender Policy Framework) record to include AWS's servers as authorized senders for your domain. If the SPF record isn't updated, recipient servers may reject emails because they appear to be sent from an unauthorized source.

Documentation from Amazon Web Services explains that changes to DNS records, including NS records, can take up to 48 hours to fully propagate across the internet. During this time, some users may still be directed to the old DNS servers, while others are directed to the new ones, causing inconsistent deliverability.

Documentation from Microsoft explains that after changing NS records, the DKIM (DomainKeys Identified Mail) settings must be properly configured on the new DNS server (AWS). This involves generating a DKIM key and adding the corresponding TXT record to the AWS DNS settings. Incorrect DKIM configuration can lead to authentication failures and lower deliverability.