--- title: "New infrastructure setup" id: "23331" type: "page" slug: "new-infrastructure-setup" published_at: "2026-09-20T07:22:41+00:00" modified_at: "2026-10-08T12:54:04+00:00" url: "https://www.mailsoar.com/email-deliverability-issues/new-infrastructure-setup/" markdown_url: "https://www.mailsoar.com/email-deliverability-issues/new-infrastructure-setup.md" excerpt: "Use cases · New Infrastructure Setup How do I set up new email infrastructure without landing in the spam folder? […]" --- ###### Use cases · New Infrastructure Setup # How do I set up new email infrastructure without landing in the spam folder? A new domain has no reputation, and no reputation is an unknown state on how the mail filter should trust you. Starting a sending program breaks in three predictable ways: [Book a call now](#) Getting started sending email in a new infrastructure can be difficult: spam placement on day one caps every growth number that follows. Little to no recipient engagement shows that providers’ recipients don’t engage with your messaging. Sending too much, too soon Authentication was built in a hurry A first list that was never warmed ###### Use cases · New Infrastructure Setup ###### New Infrastructure Setup ## How do I set up new email infrastructure without landing in the spam folder? A new domain has no reputation, and no reputation is an unknown state on how the mail filter should trust you. Starting a sending program breaks in three predictable ways: [Book a call now](#) Getting started sending email in a new infrastructure can be difficult: spam placement on day one caps every growth number that follows. Little to no recipient engagement shows that providers’ recipients don’t engage with your messaging. And the setup you didn’t set up properly can lead to weeks spent rebuilding reputation later. Sending too much, too soon Authentication was built in a hurry A first list that was never warmed 01 – Is your setup ready for launch? [#trust](#trust) 02 – What breaks when you start from zero [#deliverability](#deliverability) 03 – Build trust before launch [#launch-trust](#launch-trust) 04 – How it works [#expert](#expert) 05 – Email Deliverability Consulting [#services](#services) 06 – Client results [#client-results](#client-results) 07 – Frequently asked questions [#setup-faqs](#setup-faqs) ## You don’t have a spam problem. You have a trust you haven’t built problem yet Providers meter reputation, and a brand-new sender has none — so every early send is a request for trust (sender reputation) you haven’t built yet. That’s why a fresh setup lands in spam even with clean content and an engaged list. If any of these describe your launch, the infrastructure isn’t ready yet: Your first campaign went straight to spam New domain, no history, no benefit of the doubt. A brand-new domain, sending from day one No warm-up, so providers see volume before they see behavior. Authentication “set up” but never verified SPF, DKIM, or DMARC present but misaligned: the fastest way to look forged. A purchased or imported list on a cold domain Unengaged addresses on a sender with nothing to vouch for it. A new subdomain sending like the parent earned its reputation Trust doesn’t transfer automatically. Volume ramped on a gut feeling No warm-up curve, so the first spike reads as an attack. ## What breaks when you start from zero None of these show up in a test send. They surface only when real volume meets a domain with no history. Several are usually true at launch, and each one caps how fast you can safely grow. 01 ###### A cold domain opened at volume Providers trust in a neutral state for senders they’ve never seen; a large first send without a warm-up reads as spam, not a launch. 02 ###### No warm-up curve Reputation is built by sending a little to your most engaged contacts and growing slowly — skip the ramp and providers throttle messaging immediately. 03 ###### Authentication misaligned SPF past the 10-lookup limit, DKIM signing the wrong domain, DMARC not properly aligned — each one makes a legitimate sender look suspicious. 04 ###### Domain and subdomain strategy improvised Marketing, transactional, and product mail, when thrown onto a single new domain, share a single fragile reputation from day one. 05 ###### A dedicated IP with nothing to keep it warm Below roughly 100,000 a month, the IP goes cold between sends — looks worse than a well-managed shared pool for a new sender. 06 ###### A first list that was never validated Imported, purchased, or scraped addresses hit traps and bounce the moment you send, on a domain with no reputation to judge. 07 ###### Domain age working against you A newly registered domain sits in a stricter sandbox at providers like Google and Microsoft; sending high volumes early on makes the filter more suspicious rather than less. 08 ###### No feedback loops or monitoring in place Launching blind means you learn about spam placement from your open rate weeks later, not from day-two data. ## Recognize one of these problems? We solve them every day Our senior consultants have fixed exactly these issues for 500+ brands. Book a free 30-min call and get your action plan. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) ## Recognize one of these problems? We solve them every day Our senior consultants have fixed exactly these issues for 500+ brands. Book a free 30-min call and get your action plan. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) ## Recognize one of these problems? We solve them every day Our senior consultants have fixed exactly these issues for 500+ brands. Book a free 30-min call and get your action plan. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) ## Warm-up, authentication, and list validation each take time Opening a new program without them doesn’t just slow the first campaign — it burns a new domain sender reputation you then can’t easily replace. A MailSoar expert builds the setup before your first send, so day one lands in the inbox. [Talk to a deliverability expert](#) ## A MailSoar expert builds the foundation before your first send You don’t have to learn deliverability by hurting your domain. A senior consultant designs your infrastructure, authentication, and warm-up around the program you’re launching, then hands you the order of operations: what to configure, what to warm, and how fast you can start pushing real volume. [Talk to a deliverability expert](#) Free · 30 minutes · no commitment 1 #### Design the setup Your domain and subdomain strategy, authentication and IP choice — designed for the streams and volume you’re actually launching. 2 #### Build & warm the infrastructure Aligned SPF, DKIM and DMARC, a warm-up curve sized to your target, a validated first list and segmentation from the start. 3 #### Launch on schedule Volume ramps without landing in spam, each step held until stable — then monitoring keeps the reputation you built. 3 ## A MailSoar expert builds the foundation before your first send You don’t have to learn deliverability by hurting your domain. A senior consultant designs your infrastructure, authentication, and warm-up around the program you’re launching, then hands you the order of operations: what to configure, what to warm, and how fast you can start pushing real volume. 1 #### Design the setup Your domain and subdomain strategy, authentication and IP choice — designed for the streams and volume you’re actually launching. 2 #### Build & warm the infrastructure Aligned SPF, DKIM and DMARC, a warm-up curve sized to your target, a validated first list and segmentation from the start. 3 #### Launch on schedule Volume ramps without landing in spam, each step held until stable — then monitoring keeps the reputation you built. 3 [Talk to a deliverability expert](#) ## How MailSoar turns a cold start into a warm inbox Sending your first email is easy. Landing it in the inbox — and everyone after — is the work, and it has to be built before you launch, not patched after. Find designs the infrastructure your program needs. Grow builds and warms it, with authentication and a validated first list. Fix clears anything already dragging a rushed setup. Run holds placement as you ramp. Most new-program clients start with Find and Grow. [AUDIT](/services-solutions/deliverability-audit/) #### Find Pinpoint exactly what’s breaking your deliverability — before spending a euro on fixes. [Discover Find](/services-solutions/deliverability-audit/) [RECOVERY](/services-solutions/infrastructure-setup/) #### Fix Roll out the technical and content fixes — DNS, warmup, infrastructure — that get your emails back in the inbox. [Discover Fix](/services-solutions/infrastructure-setup/) [PERFORMANCE](/services-solutions/recommendation-implementation/) #### Grow Turn stable inbox placement into real growth, with engagement and revenue tracked send by send. [Discover Grow](/services-solutions/recommendation-implementation/) [MONITORING](/services-solutions/ongoing-support/) #### Run Keep a senior expert watching your reputation, so issues get caught and fixed before they cost you inbox placement. [Discover Run](/services-solutions/ongoing-support/) ## Brands we launched straight into the inbox What MailSoar experts did to boost their deliverability, with clear results. Explore by IndustryExplore by Issue [Browse our client case studies](/case-studies/) ‹65%→96.9% Inbox rate in 3 weeks > “MailSoar audited our email deliverability and provided recommended next steps. The audit was extremely thorough, and recommended next steps well communicated with a clear perspective on prioritization.” 60%→98% Inbox Placement > “MailSoar helped us stop the bleeding quickly, then restructure our email marketing, sales, and product approach. Problem solved!” [Read the case study](https://www.mailsoar.com/case-studies/fintech/) 35%→96% Inbox Placement > “Pierre and his team from Mailsoar have helped our company improve our email deliverability metrics to ensure that we get as many of our emails in our customers inbox as possible. Prior to his team working with us we saw a large number of emails going into spam, junk, or for the case of gmail, promotions/social. . As an online marketplace, emails are a crucial component to our supply and demand components interacting efficiently. This has helped improve that efficiency.” [Read the case study](https://www.mailsoar.com/case-studies/citizenshipper/) 30%→95% Inbox Placement > “MailSoar had a huge impact on our business and I highly recommend them. They helped us grow our open rate from ~10% to almost 50% for our eCommerce store by optimizing our email strategy and implementing various deliverability tactics. We have been using their service for a few months now, and I couldn't be happier with their knowledge, expertise, and great communication.” [Read the case study](https://www.mailsoar.com/case-studies/deliverability-at-scale/) 20%→98% Inbox Placement > “We came to MailSoar to help with our deliverability. We were so happy with their work on this, that we have continued to work with them for the past year to monitor our deliverability and to act as trusted consultants for a very important email marketing program. Our email deliverability metrics have drastically improved since starting with MailSoar. As a result of this email performance and revenue improved drastically.” [Read the case study](https://www.mailsoar.com/case-studies/ogee/) 20%→95% Inbox Placement > “We partnered with MailSoar to improve our email deliverability and sender reputation. They helped us set up a new dedicated subdomain to isolate our transactional/marketing mail flow from our primary domain, and worked with us to bring our DMARC compliance up to 97%. Since implementing MailSoar's recommendations, our email delivery rate has climbed to 99.6%. Just as importantly, the sender reputation for both humanx.co and mail.humanx.co went from "Bad" to "High". A great turnaround that's had a real impact on our ability to reliably reach our audience.” [Read the case study](https://www.mailsoar.com/case-studies/human-x/) 60%→98% Inbox Placement > “From time to time, we have had issues with our deliverability, and every time MailSoar has helped us resolve the problem and put in practices that have kept us out of trouble. We went from a place of having consistent issues with deliverability a couple of years ago to a place now where we rarely have them. And even when we do, these guys are the absolute experts in what is going on in the industry and know how to get deliverability issues resolved instantly. Cannot recommend them highly enough.” [Read the case study](https://www.mailsoar.com/case-studies/saas-b2c/) 15%→100% Inbox Placement > “Deliverability of Arcads email. We went from a very poor domain reputation to solid inbox delivery, very happy with the collaboration.” [Read the case study](https://www.mailsoar.com/case-studies/arcads/) 25%→95% Inbox Placement Rate > “We are facing email deliverability issues, and Mailsoar gave us great free advice to start, and then we went forward with an email audit from them that set us up to fix the issues we have. In just over a week, we received an audit and an action plan that we are implementing to recover our email deliverability. We are highly confident that the plan will work and be successful.” [Read the case study](https://www.mailsoar.com/case-studies/blaze-ai/) 0%→95% Inbox Placement > “I was running a complex, large-scale email campaign (...) and unfortunately, we discovered that poor hygiene and other technical issues meant almost all of our emails were going to spam. The MailSoar team was so proactive, creative, and professional. I knew I didn't just have a vendor: I had a true partner whom I could trust completely, and who cared about the success of this project as much as I did. MailSoar saved my email campaign contract. I absolutely could not have done this without them.” [Read the case study](https://www.mailsoar.com/case-studies/we-love-book-seller/) 30%→98% Inbox Placement > “Pierre understood the expectations of the job, was able to properly articulate the challenges we faced, and did a great job communicating with us through every phase of the project until it was completed. Most importantly he successfully completed the project in a timely manner. I would highly recommend Pierre.” [Read the case study](https://www.mailsoar.com/case-studies/finance/) 75%→99% Inbox Placement > “We were facing issues with email deliverability and Pierre and his team were able to help solve them.” [Read the case study](https://www.mailsoar.com/case-studies/getflex/) > “Adaptable, Excellent client service, Client-minded, Proactive, Performance, Availability, Analytical skills, Skillness, Very good relational skills, Good coaching, Helpful, Trustworthy, Punctual, Friendly, Quality of execution, Professional, Flexible, Responsive, Attentive, Good communication.” > “A growth partner that really makes a difference. MailSoar has had a major impact on our business by helping us seize new opportunities and streamline processes that were holding us back. Their expertise and support have made them a true growth partner, capable of delivering concrete results while supporting our development in a committed and sustainable manner.” > “Open rates above 40% and a rebuilt reputation MailSoar provided us with decisive expertise by quickly assessing our situation, advising us, and executing an effective plan. In a short period of time, we achieved open rates above 40% and high click-through rates, while rebuilding our reputation score. Their intervention allowed us to escape the constant pressure surrounding campaigns and calmly refocus on content.” › ## Is your situation slightly different? A new setup often overlaps with these. Start where it fits best: ## My emails land in Spam or Promotions SPAM & INBOX PLACEMENT Diagnose why mailbox providers filter you out and the levers that move you back to the inbox. [See how we fix it](/email-deliverability-issues/emails-going-to-spam/) [/email-deliverability-issues/emails-going-to-spam/](/email-deliverability-issues/emails-going-to-spam/) ## My Domain or IP got blacklisted BLACKLIST & SENDER REPUTATION Find out who listed you, get delisted the right way, and stop the block from resurfacing. [See how we fix it](/email-deliverability-issues/domain-or-ip-blacklisted/) [/email-deliverability-issues/domain-or-ip-blacklisted/](/email-deliverability-issues/domain-or-ip-blacklisted/) ## Open & click rates dropping ENGAGEMENT & OPEN RATES Find out whether it’s your content, your list, or filtering — and fix the one that’s actually failing. [See how we fix it](/email-deliverability-issues/open-click-rate-drop/) [/email-deliverability-issues/open-click-rate-drop/](/email-deliverability-issues/open-click-rate-drop/) [Explore all deliverability challenges](/email-deliverability-issues/) ## New infrastructure setup: FAQ How long does it take to warm up a new email domain? Roughly 4 to 8 weeks for most programs (predict longer when looking to send millions of emails per month). You start by sending a small volume to your most engaged contacts and increase gradually — often doubling every few days while placement holds — so providers see consistent, wanted mail before they see scale. The exact curve depends on your target volume and how fast Gmail, Outlook, and Yahoo each grant trust; you can’t buy the time back by sending harder. Why is my brand-new domain going to spam? Because it has no reputation, and no reputation defaults to suspicion. Providers have never seen your domain send wanted mail, so early campaigns get filtered until you’ve proven otherwise. Sending too much too soon, misaligned authentication, and an unengaged first list all confirm the negative read. The fix isn’t better content — it’s a warm-up that builds the history the filters are looking for. What authentication do I need before sending from a new domain? SPF, DKIM and DMARC are all present and aligned before your first send. SPF must stay under the 10-lookup limit, DKIM must sign your sending domain, and DMARC should start at p=none for monitoring and move to enforcement (p=quarantine then p=reject) as you confirm everything passes. Under the 2024 Gmail and Yahoo rules, a bulk sender missing any of these is filtered regardless of content. Should I use a dedicated IP or a shared IP for a new program? Typically, shared, until your volume can keep a dedicated IP warm — roughly 100,000 messages a month. Below that, a dedicated IP goes cold between sends, and the thin signal hurts a new sender more than it helps. A well-managed shared pool lets you inherit some existing reputation while you build your own. Move to dedicated once the volume justifies the control, not for status. Can I send to a purchased or imported list from a new domain? It’s the fastest way to burn a fresh domain. Non-opt-in (cold email) is strictly prohibited by mailbox providers; you should never purchase an email list. Purchased and unvalidated lists are typically full of spam traps, dead addresses, and people who never opted in — and a new domain has no reputation to absorb the bounces and complaints that follow. Start with contacts who genuinely opted in, validate the list before the first send, and grow from engagement, not volume. Should transactional and marketing emails share the new domain? No, separate them from the start. Putting marketing, transactional, and product mail on one new domain means a single bad campaign can block your password resets and order confirmations. Dedicated subdomains let each stream build its own reputation, making problems much easier to monitor and diagnose. Setting this up at launch costs nothing; retrofitting it later means warming new infrastructure all over again. ## How MailSoar helps MailSoar helps companies launch a new sending setup right from day one: domains and subdomains, SPF, DKIM, DMARC and BIMI, dedicated or shared IPs, warm-up and monitoring. [TeamOut](/case-studies/teamout/) fixed its SPF misalignment and went from 40–50% to over 95% inbox placement in 3 months. ## MailSoar at a glance MailSoar is an international email deliverability consultancy specializing in inbox placement, sender reputation, email authentication and email infrastructure. 25 Experts Senior deliverability consultants 500+ Clients In 20+ countries 4.9/5 Trustfolio 200+ verified customer reviews **Services**[Find](/services-solutions/deliverability-audit/) (audit) · [Fix](/services-solutions/infrastructure-setup/) (recovery) · [Grow](/services-solutions/recommendation-implementation/) (scaling) · [Run](/services-solutions/ongoing-support/) (monitoring) **Expertise**SPF, DKIM, DMARC, BIMI · IP and domain reputation · Gmail, Microsoft, Yahoo **Platforms**All major ESPs, no platform migration required **Clients**SaaS, e-commerce, finance, publishing, MarTech, high-volume senders [→ Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) [More about MailSoar](/about/) ## Ready to fix your Deliverability? One 30 minutes call. No sales pitch. A senior consultant on the line. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) Last updated: October 8, 2026