Rebranding is an exciting opportunity to grow your business—but it also requires careful planning to avoid disrupting your email deliverability.

Changes to your brand’s name, logo, tone, or domain can lead to confusion among your subscribers. If your emails look unfamiliar, recipients may mark them as spam, which negatively affects your sender reputation and inbox placement.

This guide outlines best practices to help you maintain strong deliverability during and after a rebrand.

Let your audience know what to expect before making major branding changes.

• Send a dedicated email campaign explaining your rebrand

• Include a timeline or launch date for transparency

• Mention the rebrand in regular newsletters leading up to the change

• Reinforce the message across other channels like social media

The goal is to build awareness and reduce confusion.

During the early phase of your rebrand, include both old and new brand elements in your emails.

• Use your previous logo alongside your new one

• Reference your former brand name in subject lines or headers

• Mention the change in your email footer or header

This gradual transition helps subscribers recognize your emails and reduces the chance of being marked as spam.

If you’re changing your sender email (e.g., switching to a new domain), ask subscribers to:

• Check their spam folder if they don’t see your emails

• Add your new email address to their contacts or safe sender list

This helps improve inbox placement and avoid spam filters.

If you’re rebranding with a new domain and sender address:

• Only email your most engaged subscribers initially

• Gradually increase your email volume

• Monitor engagement metrics and deliverability performance

Inbox providers treat a new domain like a new sender and will watch your sending behavior closely.

If your rebrand allows, keep your sender name and email address the same.

• Familiarity helps subscribers recognize your messages

• Preserves your sender reputation

• Avoids resetting deliverability scores with inbox providers

You can manage your sender identity under Account settings > Email setup in Flodesk.

Subject lines can help bridge the gap between your old and new brand.

• Include references to your previous brand in early subject lines

• Keep your tone consistent with past communications

• Encourage engagement (e.g., ask for feedback or replies)

Positive engagement (opens, clicks, replies) helps rebuild your sender reputation with the new brand.

Always include a clear and visible unsubscribe link in every email.

• Reduces the likelihood of subscribers marking your email as spam

• Helps maintain a healthy list of engaged subscribers

• Improves sender reputation over time

Remember: it’s better to lose an unengaged contact than to risk spam complaints.

During the rebranding phase, include a message explaining:

• Why they’re on your list

• How they subscribed

• How they can manage their preferences

“You’re receiving this email because you signed up for updates from [Old Brand Name], now transitioning to [New Brand Name].”

You can add this reminder using a text block above your unsubscribe footer in Flodesk.

Rebranding can temporarily affect your email deliverability—but with the right approach, you can manage the transition smoothly.

• Notify your subscribers before making changes

• Co-brand your emails during the transition

• Ask subscribers to whitelist your new sender address

• Warm up your new domain gradually

• Maintain consistent sender details when possible

• Use strategic subject lines to establish trust

• Include an easy unsubscribe option

• Remind subscribers why they’re on your list

Communicate openly with your audience and guide them through the transition to preserve trust, maintain engagement, and protect your sender reputation.

For additional technical tips on email deliverability, watch this video guide: