When you configure a custom sending domain for your Ghost newsletter, you might notice slightly lower open rates – or deliverability – in the first few days. This is completely normal and expected. Here's why.
What is Domain Warming?
Domain warming is the process where email providers like Gmail, Outlook, and Yahoo gradually build trust in your new sending domain. Think of it like establishing a credit score, but for email delivery.
When you start sending from a fresh domain, email providers don't know anything about you yet. They haven't seen enough email volume or engagement patterns to determine whether you're a legitimate sender or potential spam source.
Why Does This Happen?
Email providers use sophisticated algorithms to protect their users from unwanted email. These systems evaluate:
- Sending volume patterns: How many emails you send and how quickly
- Engagement rates: Whether people open, click, and reply to your emails
- Complaint rates: If recipients mark your emails as spam
- Authentication: Whether your DNS records are properly configured (which the setup process in the Magic Pages customer portal helps you with)
A new domain starts with a neutral reputation. Email providers will be more cautious with your emails until they see positive engagement patterns.
When to Be Concerned
Most domain warming issues resolve naturally with time and engagement. The temporary inconvenience pays off with better long-term deliverability and complete control over your newsletter's sender identity.
If you don't see any improvements after 2-3 newsletters though, please get in touch at help@magicpages.co, so we can have a look at things together.