There comes a time in most email marketers’ lives when the email address he or she sends from needs to be changed. This change might be warranted because of an IP update, a change to a new email marketing service provider, a hosting update, aesthetic concerns or other reasons.

When a change like this must be made, what should be done? Two of the most critical goals are:

• Do your best to ensure that deliverability does not suffer when you begin sending from the new email address.
• Make sure subscribers recognize that the new ‘from’ address is you and do not hit the spam or unsubscribe button in error.

After a thorough whitelisting process, what’s next? Do you alert your subscribers about the new email address, if so how?

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