Rotate sending domains
Plan and execute a controlled domain rotation without burning the replacement.
- Difficulty:
- Advanced
- Prerequisites:
- Clear stream map, Warmup capacity for the new domain
- Last updated:
- 2026-07-15
- Author:
- empire
Objective
Prepare a domain for sending
Ready DNS and identity signals before production volume.
Starting state
Current domain is healthy; a replacement domain is required for strategy or capacity
Prerequisites
- Clear stream map
- Warmup capacity for the new domain
Estimated time
2–4 hours
Difficulty
advanced
Required access
- DNS
- ESP
- CRM
Inputs
- Current domain
- Next domain
- Cutover schedule
Step-by-step instructions
- Stand up the next domainAuthenticate and warm the replacement before moving production cohorts.
- Shift traffic in slicesMove segments gradually while watching placement and complaints.
- Retire or re-role the prior domainKeep the old domain only for residual replies or retire it cleanly.
Verification
- New domain metrics stable before each slice moves
Common mistakes
- Flipping 100% of volume before the new domain is warm
- Keep the prior domain as a fallback for how long?
Rollback / recovery
- Return traffic to the prior warm domain
Expected outcome
Sending rotates onto the new domain without a reputation shock.
When to escalate
- New domain filters while the old domain remains healthy