Warning Signs Your Domain Is Dying
Not all problems require domain replacement. Here's how to triage:
| Symptom | Severity | Action |
|---|---|---|
| Bounce rate 3-5% | Medium | Pause, clean list |
| Bounce rate >5% | High | Pause immediately |
| Blacklisted (minor) | Medium | Delist, monitor |
| Blacklisted (Spamhaus) | Critical | Replace domain |
| Reply rate drops 50%+ | High | Test deliverability |
| Gmail/Microsoft blocking | Critical | Replace domain |
The Blacklist Hierarchy
Not all blacklists matter equally:
Critical (Replace Domain):
- Spamhaus
- Barracuda
- SORBS
Serious (Attempt Delist):
- SpamCop
- UCEPROTECT
- CBL
Minor (Often Resolve Naturally):
- Many smaller RBLs
- Regional lists
Immediate Pause Protocol
When you detect a problem:
- Stop all sending from affected domain
- Check blacklists using our Blacklist Checker
- Review recent activity - what changed?
- Test deliverability - where are emails landing?
When to Delist vs Replace
Try Delisting If:
- Domain is less than 3 months old (investment is low)
- Only on 1-2 minor blacklists
- You know the exact cause and fixed it
- Delisting is straightforward (some have automated processes)
Replace Domain If:
- On Spamhaus or major lists
- Delisting is rejected or slow
- Domain was burned badly (massive volume issues)
- Google/Microsoft have internal blocks (no official blacklist)
Domain Rotation Strategy
Healthy domain rotation:
| Domain Age | Status | Action |
|---|---|---|
| 0-30 days | Warming | No cold email |
| 1-6 months | Active | Primary sending |
| 6-12 months | Monitoring | Watch metrics closely |
| 12+ months | Evaluate | Consider retirement |
Replacement Cost vs Recovery Cost
Replacement:
- New domain: ~$10-15
- Warmup time: 30 days
- Microsoft license transfer: Included with expansion
Recovery Attempt:
- Time spent: 2-4 weeks
- Success rate: 30-50%
- Campaigns paused: Lost opportunity cost
Key Takeaway
Domains are disposable. Your time and reputation aren't. When a domain shows critical signs, replace it and move on.