What this is
Helps you decide whether to fix your current setup or start fresh using a new domain or subdomain.
Why it matters
Making the wrong decision here can either slow down recovery or create unnecessary risk.
When to use a subdomain
Use a subdomain if:
You want to separate different types of sending (e.g. cold email vs marketing)
You are testing or scaling a new sending strategy
You want to protect your main domain’s reputation
Why this works
Subdomains allow you to silo your sending activity, meaning reputation issues from one stream are less likely to impact others.
This lets you:
Keep your main domain for brand recognition
Isolate risk to specific campaigns or ESPs
Maintain better control across different sending use cases
When to use a new domain
Use a completely new domain if:
Your current domain reputation is severely damaged
You’ve been consistently landing in spam across providers
Recovery attempts have not worked
When to stay with your current domain
Stay with your current domain if:
Issues are recent or minor
Problems are related to DNS or sending behavior
You haven’t attempted proper fixes yet
Simple rule
Minor issue → fix current setup
Moderate issue → use a subdomain
Severe issue → consider a new domain
When to get help
If you’re unsure which path is best, a deeper review can help determine the safest option.