Customizing your domain name offers several advantages for your company:
Improve your sender reputation and drastically reduce the risk of ending up in spam
Avoid identity theft and enhance your brand image
Originally, anti-spam filters were based on the principle of IP address reputation. Blacklists of IP addresses considered to be used for spam were created in order to detect spammers and filter their emails. Unfortunately, spammers bypassed this rule by changing IP addresses very frequently, making it almost impossible to identify them.
To address this issue, ISPs and major webmails extended their best practice rules in order to monitor the reputation of email senders.
This monitoring is carried out at two main levels:
The first level concerns authentication. This consists of analyzing the domain name sending the email (from). It must be validated by a correct configuration of your DKIM signature and your SPF record. These two technologies authenticate one or more IP addresses, for example those of Sarbacane, as being authorized to send emails from your domain name.
The second level concerns the website to which the links and images included in your email point. To be able to measure the number of clicks on these links, routing providers set up redirect links using a domain name chosen by the sending platform. Ideally, these links should use the same domain name as your website.
By configuring your domain name on Sarbacane, you can customize your sending domain and your behavioral tracking links.
This not only enables you to fully control your sender reputation, but also to optimize the success of your mailings.
Indeed, the domain names used by default for sending your campaigns and for behavioral tracking are shared domains: they are not linked to your company name or your activity and are used by all Sarbacane users who do not have a personalized domain.
By customizing your domain, you maximize your chances that your emails will be considered safe by ISPs and major webmails.
From now on, Yahoo, Google and Microsoft require SPF, DKIM and DMARC alignment for email delivery, which is impossible without owning your own domain name. Consequently, without a personalized domain, around 75% of emails risk being blocked.
You may already have heard of identity theft. These individuals appropriate someone else’s identity with the aim of performing fraudulent actions (purchases, for example) under the cover of a false identity.
Well, in emailing, the same principle can apply... It is very simple for an individual to create an address such as [email protected] and pretend to be you. This type of address may appear suspicious to your readers, but also to certain anti-spam services.
As a result, ISPs (Internet Service Providers) and major email clients (Outlook, Gmail, Yahoo, Orange, etc.) have adapted to this kind of practice and have strengthened their anti-spam filtering policies.
Indeed, why would they agree to deliver emails that seem suspicious to them? Why would they let emails from [email protected] through when all the links in the body of the message point to www.your-brand.com?
One of the criteria used to determine whether your email is legitimate or, on the contrary, considered as spam, is the consistency of your communication. If your sender identity is not consistent with the content of your message (and in particular your links), you will receive a negative score that will be added to the other criteria used to measure your reliability.
In the example above, consistency would require that your emails come from a sending address such as [email protected] or [email protected] with links pointing to your website hosted on the domain www.your-brand.com.
Thus, if you already have a website www.your-brand.com, it is in your best interest to use this domain (or a subdomain such as mail.your-brand.com) as the sending address for your mailings. You will be all the more reassuring for ISPs, who will be more likely to let your email reach the inbox, and for your recipients, as your sending domain will inspire trust. They will then be able to clearly identify your brand as the sender of the email and will be more inclined to open your emails.
You already have a domain name and you would like to configure it for sending your email campaigns with Sarbacane Campaigns? Consult the dedicated section
You do not yet have a domain name and you would like to reserve / purchase one with Sarbacane Campaigns? Consult the dedicated section
