Domain Protection - James Warrack

TL;DR 

If you're sending cold emails from your main domain, you're risking its reputation. A single misstep—like a spam complaint—can impact your entire company's email deliverability. To safeguard your primary domain, consider using look-alike domains (e.g., getcompany.com instead of company.com) for outreach. Set up proper email authentication (SPF, DKIM, DMARC), allow the domain to age for about 30 days, and warm it up gradually before sending emails. This approach helps maintain your main domain's integrity while conducting outreach campaigns.

Protecting Your Primary Domain: A Practical Guide to Look-Alike Domains

If you're sending cold emails from your main company domain, you're playing a risky game. One misstep—like a poorly targeted campaign or a spam complaint—and your entire domain's reputation could take a hit. That means your day-to-day emails might start landing in spam folders, or worse, not be delivered at all.

Enter Look-Alike Domains

A look-alike domain is a domain that's similar to your main one but distinct enough to separate its reputation. For example, if your primary domain is company.com, a look-alike might be getcompany.com or companyhq.com. This strategy allows you to conduct outreach without jeopardizing your main domain's standing.

Setting Up a Look-Alike Domain

Register a New Domain: Choose a domain that's reminiscent of your primary one. Providers like GoDaddy or Namecheap can help you secure it. Personally, I use a great provider called WUCEE because their systems are simple and the customer service is personal which can be a saving grace if you want to explain your problem and not have to do it via the medium of a dreaded chatbot or ticket.
Create a Professional Email Address: Set up an email address using your new domain, such as yourname@getcompany.com.
Configure DNS Settings: Implement SPF, DKIM, and DMARC records to authenticate your emails and improve deliverability.
Build a Simple Website or redirect the domain: Even a basic landing page can lend credibility to your new domain so either do that. Or (as I do) simply redirect the domain to your real website.

Best Practices for Using Look-Alike Domains

Warm-Up Period: Let your new domain age for about 30 days before sending emails. Start with a low volume and gradually increase.
Avoid Overuse: Don't create multiple look-alike domains unnecessarily. Using too many can resemble spam tactics and harm your reputation.
Unique Content: Customize your email templates for each domain to avoid being flagged for duplicate content.
Isolate Links: Refrain from linking back to your main domain in emails sent from your look-alike domain to maintain separate reputations.

Why it matters

Using a look-alike domain is a proactive measure to safeguard your primary domain's reputation. It allows you to engage in outreach campaigns without the fear of compromising your main communication channels.