Deliverability tip: Identity behind a sending domain name
to be added
Some folks create a domain name (dedicated to email campaigns) linked to a non-functional, non-existent website. A good example is when an individual clicks on mynewsletter.ext and it doesn’t take you to an actual website (yet the email address email@example.com is still used as a sender address), but the user arrives at a blank page (or a 404 error page, etc).
Good news, this practice is very bad for at least three strong reasons:
a domain name without a website is a characteristic which portrays suspicious anomalous behaviour - normally used by spammers & phishers;
this affects the legitimacy of your email, which makes it harder to be verified by a recipient’s servers.
anti-spam filters & the average internet user may perceive your email as phish.
Create an easy-to-understand website with clear information that explains more about you/your entity.
Ensure that the sending domain’s whois records are public, and identify your business. Stay away from publishing private whois information.
Add an extra layer of “trust” by implementing at least SPF & DKIM email authentication techniques to validate your identity. SPF curbs domain spoofing, while DKIM prevents spammers from forging source addresses.
Conclusion: Always distinguish yourself from spammers by ensuring that the domain name you use in your emails allows user to verify your identity.
Deliverability advice: Personalize the sender domain name
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