Email Subdomains 101 – Using a Brand Subdomain for Email Marketing

Email marketers all have the same goal. They are all trying to land in customer inboxes. This can be a tricky task though. Although email is one of the most established marketing channels on the internet—it’s been around for nearly 50 years—it can still be difficult to navigate the rules that many email marketing platforms follow. Ensuring your email sender reputation is the best it can be is the key to successful email marketing. In this post, you will learn why sending emails from an email subdomain is an effective strategy for landing in your customer’s inboxes.

Why Sender Reputation Matters

In our previous posts about deliverability, you learned that your email reputation can make or break your email marketing. Your email sender reputation is an important factor in determining whether you actually land in your recipient’s inboxes. You can increase your sender reputation—and therefore your deliverability—through a variety of factors including maintaining a clean email list, following spam laws and more.

To learn more about your email deliverability, please check out:

  • Email Deliverability 101
  • Email Deliverability Best Practices
  • What to Do If You Have Poor Deliverability
  • Ways to Improve Your Email Deliverability

There is one factor of your email reputation that often gets overlooked though. The domain from which you are sending your email campaigns matters. An industry best practice is to send emails from a subdomain instead of a parent domain. How does this make your email marketing better? You must understand what a subdomain is first in order to understand how it affects your deliverability.

Info @ marketing . frescodata.com

You can put anything here | subdomain | domain

^^^^^^ make that into an image

A domain is a unique identifier for your company. You can use it to send out email campaigns from a variety of email marketing platforms. Domains can be used in your website address and your emails as well. For example, at FrescoData our domain is frescodata.com. A subdomain is a ‘child’ of a parent domain and is identified by a prefix. This indicates that it is a subsection of a larger domain. Once you’ve determined your subdomain, you can place whatever you want before the @ symbol of your email addresses. You can now create emails that are formatted [email protected] or [email protected].

Why Use a Subdomain?

  1. Protects your business’s reputation

In email marketing, reputation is extremely important. The main reason subdomains are important to use in email marketing is that they hold separate reputations from their parent domains. This means if your email subdomain gets marked as spam or is blacklisted, your whole domain is not compromised. Using a subdomain can mitigate some of the negative consequences of being blacklisted. Not all your emails would be blocked by your email marketing platforms from being sent, just the ones from that specific subdomain.

2.Separates your subdomain from your parent domain within email marketing platforms

Plus, you can better track the success of your teams using email subdomains. Let’s say that you have a business with two different mailing list manager teams: one handles transactional emails and the other handles marketing and promotional emails. Engagement and click-through rates are usually higher on transactional emails than marketing emails. Using subdomains for these two mailing list manager teams will allow you to see different analytics reports for each subdomain within your email marketing platform. This means you will be able to see the actual engagement rates for just your transactional email team and marketing email team. These details will make it easier to better run your company.

3.Helps you understand your reputation better

If your email reputation starts to shift in one of your subdomains, you can more easily identity the root cause of the problem. In this scenario, you have less emails to shift through in a specific subdomain than if all your emails were sent out from a parent domain. This can give you a lot more insight on what you are doing wrong so you pinpoint any issues in your email marketing strategy and fix them. The faster you address any issues, the faster you can optimize your strategy, improve your domain email reputation and create real business impact.

Conclusion

Email is a powerful tool for businesses. It is powerful for reaching customers and building a relationship with them—that is if your emails reach their destination. If you are looking to build out an effective email marketing strategy for the rest of 2019, start with improving your email deliverability and sender reputation. If you have not created subdomains for your different departments, now is the time to start.

If this is all a bit overwhelming for you to handle on your own, reach out to the experts at FrescoData so we can help you meet your email marketing goals.

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