Should you move to a new domain or subdomain?

Domain change considerations:

When to consider new domain:

Domain is permanently blocklisted

Recovery efforts failed repeatedly

Domain reputation is unrecoverable

Risks of new domain:

Loses established reputation (even if damaged)

Requires full warmup from scratch

Loses brand continuity with recipients

May look like spammer behavior

Subdomain option:

May inherit some root domain reputation

Allows isolation of mail streams

Maintains brand connection

Better than completely new domain usually

Recommendation:

Exhaust recovery options first

Use subdomain if possible

New domain only as last resort

Renaming the company is drastic. Try rehabilitating the existing name first.