Covering the basics
Buildings are built when we have our foundations strong, so it’s important to cover the basics.
The 3 parameters below are configured in your DNS provider
An email authentication technique which prevents spammers from sending emails on behalf of your domain.
Works on public-key cryptography, you upload public keys in your DNS provider to ensure that the email is not tampered with in transit.
It helps in reporting, so that you can know if anyone is using your email ID to spoof mails in your name, & prevents phishing & spoofing attacks.
After configuring your sub-domain & email ID to send the newsletter from, we will sign up your email ID in several postmaster services so you can continuously monitor its reputation. The 3 most used postmaster services are Google (Gmail), Outlook & Yahoo.
If you are using a new email ID or sub-domain to send your newsletters, sending 5,000 emails immediately sends negative signals to spam filters and your chances of not landing in the inbox increase. Thus, similar to IP warmup, you also need to warmup your sub-domain for good deliverability. We setup your email ID for warmup so that you get good deliverability from your first campaign.
Custom Domain Setup
Spam filters & Recipient servers look at a lot of factors before delivering your mails., one of the major ones is ownership & reputation of the root domain. The root-domain URL for click-tracked links & open-tracked images should be the same as the root domain of your ‘Sent From’ email ID.
Setting up a custom domain also ensures that your unsubscribe, web version & login URLs are that of your domain.
Improving Reputation Metrics
If you see a dip in your open rates, clicks rates, you need to check your reputation metrics and take appropriate action to ensure better deliverability.
If you are using a dedicated IP, check any change in the quality of subscriber list & the email content sent to them. If you are using a shared IP pool, send this information to your SMTP provider for them to check the issue with it.
Check the quality of subscriber list. It is recommended to send emails to subscribers who have engaged with your platform in any way in the last 90 days, the active contacts. Also, ensure that you are not using the same sub-domain for any cold mailing campaign.
Check the quality of email content that you are sending & if it is relevant to the audience you are sending it to.
Check the quality of subscribers. Configure double opt-in for subscribers to ensure you are sending mails only to confirmed emails.
Check your DMARC reports to see if someone has been spoofing your email ID.
This is a unique service by Google which helps in identifying campaigns that are getting high volume of complaints. is recommended for users who send a lot of emails like agencies.