How Neustar moved to .neustar – The New gTLD email problem remains

Neustar shared a guide with all the lessons learned from the launch of .neustar. One of the biggest challenges was moving to the .brand email addresses.

Essentially they explained how they moved from their previous website at to their .brand .neustar, and to in particular that is their new official domain name and website.

Neustar is focusing lately on getting more companies to own AND use a .brand extension. Neustar is the .biz, .us, .co and .nyc registry and the backend registry for many New gTLDs.

The 30-page guide is a valuable resource for anyone to move their website to a new domain name. It’s a detailed look at what Neustar learned as they planned, executed and launched their .neustar TLD.

.Neustar email addresses

While the whole guide was very interesting to read, especially to a web developer, I found the part about how they moved their staff emails to .neustar email addresses.
This initiative involved transitioning their staff and group emails from addresses to a variety of new addresses on .neustar, including:

  • All staff emails now have the structure
  • Customer Support teams have emails on
  • Some unique cases have been built on that sit outside the regular structure

They have retained everyone’s previous emails as a secondary email address in Microsoft Exchange, ensuring contacts who are unaware of their .brand transition will still be able to successfully send them emails.

“Keeping the emails was also an important backup in the event staff try to sign into an external system that doesn’t yet recognize .neustar as a valid email address. While rare, this does still happen, so it’s valuable to have as an alternate option.”

.Neustar domain names

To replace the traditional structure of having business units, sub-brands, and so on, all located on the same single domain with lengthy extensions (i.e., Neustar has set up specific sites for its key business units on their own dedicated domains, including:


Because that would be more difficult to manage Neustar invested in a newer, more sophisticated CMS system that can handle the demands of a multi-site TLD.

Neustar is also using the domains and as URL shorteners for social media.

The .neustar launch has encompassed a wide variety of activities, including:

  1. Rebuilding their new website using
  2. Building dedicated sites for each of their business units
  3. Building their own Neustar search engine
  4. Moving their staff emails to .neustar addresses
  5. Moving to a new, branded URL shortener for social media
  6. Creating additional pathways to their content via vanity URL redirects
  7. Conducting an SEO analysis
  8. Integrating the TLD with existing systems
  9. Building an analytics framework
  10. Creating a thorough communications plan
  11. Making additional updates to reflect the change in address

About Konstantinos Zournas

I studied Computer Engineering and Computer Science in London, UK and I am now living in Athens, Greece. I went online in 1995, started coding in 1996 and began buying domain names and creating websites in 2000. I started the blog in 2012.


  1. “All staff emails now have the structure
    Customer Support teams have emails on”

    This is far from intuitive vs the ‘old’, predictable setup like:

    Nice way of fixing what ain’t broken.

    • They also have * emails that seems a bit confusing.

      • Hello Konstantinos,

        The E-mail confusion associated with the Non-.COMs will negatively effect most all users of Gs and other Non-.COMS. You have been right all along Konstantinos. JAS

        Gratefully, Jeff Schneider (Contact Group) (Metal Tiger) (Former Rockefeller IBEC Marketing Intelligence Analyst/Strategist) (Licensed CBOE Commodity Hedge Strategist) (Domain Master )

  2. What a mess!

    How is better than The new version is longer, clunky and weird.

  3. The just published a guide as to why it’s a bad idea. Wow.

    Not too bright by Nuestar.

  4. Eventually the nomenclature will be

    Not enough companies doing this yet – Going first doesn’t mean they got it right.

  5. Horrible idea. very clunky and not easy to remember. .@business.domain should be the general rule.

    Great job nsr; leading the pack, but in the wrong way, again.

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