Brand rebranding in email marketing – how to avoid a disaster?

Rebranding is undoubtedly an exciting but demanding process. Changing your company’s name, logo, and domain brings numerous challenges—not just in terms of visual identity, but also in how you communicate with your audience. Unfortunately, changing your sending domain in email marketing can become a serious trap with disastrous consequences if not properly planned.

Today, I want to share a story that, sadly, ended in catastrophe—but also highlight how you can avoid making the same mistakes. This could be a valuable lesson for anyone planning a rebrand or making changes to their email marketing strategy.

Rebranding gone wrong – a case of poorly managed domain change

Last year, one of my clients undertook a major rebranding initiative. Not only did the company change its name, but it also switched the domain used to send email campaigns. Instead of preparing subscribers for this transition, the process was handled in a way that led to multiple serious issues. Here’s what went wrong:

• Drop in subscriber engagement – The domain change was not properly communicated in advance. As a result, subscribers were wary of the new domain and began ignoring emails, which drastically lowered open rates. 📉
• Increased unsubscribe rates – A sudden influx of emails from an unfamiliar domain, without any heads-up, led many subscribers to opt out. Poor communication strategy was the culprit.
• Damaged sender reputation – Changing domains also meant starting over with sender credibility. The new domain lacked a reputation, and that negatively impacted both the domain and IP reputation. As a result, many emails started landing in SPAM folders. 🛑
• More emails flagged as SPAM – Reduced engagement and mistrust from subscribers fed into a negative feedback loop: more emails flagged as spam, lower deliverability, and weaker campaign performance.

Rebuilding reputation – a long, painful journey

After the rebrand, we were faced with serious technical and communication issues. Rebuilding the domain and IP reputation took several months, and email marketing performance was far below expectations. It was a slow, meticulous process that required patience, attention to detail, and clear communication with subscribers.

How could this have been avoided?

If I could redo the process, I would build a much stronger communication plan for the transition. In particular, I’d follow the example of Meta (formerly Facebook), which executed one genius move that could save your email deliverability.

A helpful lesson from META – how to avoid deliverability pitfalls

Whenever Meta changes its sending domain for email marketing, it takes a very smart step. Before sending emails from the new domain, Meta sends out a series of messages informing subscribers about the change. These emails also instruct users to add the new domain to their safe sender list.

Why is this so important?

• Maintaining high deliverability – By encouraging subscribers to whitelist the new domain, Meta ensures that its emails stay out of the spam folder and maintain high inbox placement rates.
• Preventing spam issues – This pre-emptive communication helps minimize the risk of emails being flagged as spam. Subscribers know the change is coming and are less likely to react negatively.
• Keeping the relationship alive – It’s also a great opportunity to reconnect with your audience, reinforce brand recognition, and maintain trust. 💌

Do marketers remember this?

While it’s second nature to companies like Meta, many marketers overlook this critical step, treating rebranding as a one-time change. But rebranding is a transition, and it should be treated as such—with clear, staged communication and user education. Done right, this can help you avoid low deliverability, high unsubscribe rates, and the dreaded spam folder.

Rebranding in email marketing – key takeaways

Rebranding is a major challenge, but also an incredible opportunity to refresh your brand and reach new audiences. To navigate the process successfully:

• Communicate clearly and early with your subscribers.
• Plan the domain transition carefully—especially in your email campaigns.
• Educate your audience, and ensure your emails land in inboxes, not spam folders.

With a well-executed strategy, you can rebrand without disruption and maintain strong, consistent communication with your audience. And if you’ve already experienced a rebranding disaster—don’t worry. Reputations can be rebuilt. But remember: prevention is always better than cure.

Wishing you a beautifully successful marketing day! 😊🚀