Summary
Experts, email marketers, and documentation all suggest that small senders *should* use a dedicated sending domain. This is primarily because it's crucial for building and controlling sender reputation, improving deliverability, and enhancing brand recognition. Setting up SPF, DKIM, and DMARC records is vital for domain authentication. Unlike dedicated IPs, senders are never 'too small' for a dedicated domain. Furthermore, utilizing tools like Google Postmaster Tools is highly recommended for monitoring domain health. Finally, it's easy to setup and doesn't cost anything.
Key findings
- Reputation Building: Dedicated sending domains allow senders to build a positive reputation with mailbox providers.
- Improved Deliverability: A dedicated domain enhances deliverability, increasing the likelihood that emails reach the inbox.
- Brand Recognition: Using a dedicated domain helps customers recognize your brand, potentially boosting open rates and engagement.
- Authentication is Key: Properly configuring SPF, DKIM, and DMARC records is vital for domain authentication and deliverability.
- Monitoring Tools: Tools like Google Postmaster Tools are recommended for monitoring domain health and identifying delivery issues.
- Cost: Setup is easy and doesn't cost anything.
Key considerations
- Size Doesn't Matter: Even small or new senders should use a dedicated domain; they are not 'too small'.
- Protecting Reputation: It's easier for smaller senders to protect their dedicated domain reputation.
- Proactive Monitoring: Actively monitor your domain's health using tools provided by email providers.
- Engagement Counts: A good sender reputation also relies on sending emails that people want to receive and engage with.
What email marketers say
7 marketer opinions
The consensus among email marketers is that small senders should use a dedicated sending domain. This practice enhances brand recognition, improves email deliverability, and grants more control over sender reputation. It's considered beneficial for establishing trust with ISPs and avoiding the negative impacts of other senders' actions. Additionally, dedicated domains don't cost anything to set up, have no dedicated IP requirements, and allow the use of Google Postmaster Tools to monitor reputation.
Key opinions
- Brand Recognition: Dedicated sending domains help customers recognize your brand, potentially boosting open rates and engagement.
- Improved Deliverability: A dedicated domain enhances deliverability by building a positive sending reputation with mailbox providers.
- Reputation Control: Using a dedicated sending domain grants greater control over your sender reputation, separating your email traffic from others.
- Cost-Effective Setup: Setting up a dedicated sending domain is generally free and doesn't require dedicated IP addresses.
- Google Postmaster Tools: Dedicated domains allow you to use Google Postmaster Tools to monitor your reputation and identify delivery issues.
Key considerations
- New Sender Trust: Dedicated domains are crucial for new senders establishing trust with Internet Service Providers (ISPs).
- Low-Volume Benefit: Even low-volume senders can benefit from a dedicated domain to establish and protect their reputation.
- Sender Reputation Management: Dedicated domains are very good for helping you control your sender reputation and can help you build it for the better.
Marketer view
Email marketer from Sendinblue shares that a dedicated sending domain enhances brand recognition, improves deliverability, and provides greater control over sender reputation. They advise that even small senders can benefit from the improved deliverability and branding opportunities.
7 Feb 2024 - Sendinblue
Marketer view
Email marketer from ExpertSender says that using a dedicated sending domain lets you build a positive reputation with mailbox providers, resulting in higher deliverability and better engagement. This is especially important if you're a smaller sender, or a new sender.
10 Sep 2021 - ExpertSender
What the experts say
3 expert opinions
Experts agree that small senders should use a dedicated sending domain. Unlike dedicated IPs, senders are never 'too small' for a dedicated domain. Having a properly authenticated sending domain is vital for maximizing deliverability, and it can be easier for smaller senders to protect their domain reputation. It is further recommended new senders use Google Postmaster Tools to monitor their domain health and identify delivery issues.
Key opinions
- Dedicated Domain for All Sizes: Even small senders should use a dedicated sending domain; they are never too small.
- Domain Authentication Vital: Properly authenticating your sending domain is crucial for maximizing email deliverability.
- Reputation Protection: It's easier for smaller senders to protect their dedicated domain reputation.
- Monitoring Domain Health: New senders should use Google Postmaster Tools to monitor domain health and identify delivery problems.
Key considerations
- Dedicated IP vs. Domain: A dedicated IP address is related to volume and consistency, whereas the domain can be smaller to start with.
- Sender Reputation: A good sender reputation hinges on sending engaging emails people want; this involves both the sending domain and a dedicated IP.
Expert view
Expert from Spam Resource explains that a dedicated IP is about volume and consistency, and having your own sending domain, properly authenticated is vital to maximize deliverability. New senders should also use the Google Postmaster Tools to help monitor the health of their domain and determine if the messages you send have any delivery issues.
3 Aug 2024 - Spam Resource
Expert view
Expert from Word to the Wise explains that a good sender reputation is about sending emails people want, that engage. It's about your sending domain and having a dedicated IP. It can be easier, especially for smaller senders to protect a dedicated domain reputation.
2 Jul 2024 - Word to the Wise
What the documentation says
4 technical articles
Documentation from various sources like SparkPost, AWS, Google, and DigitalOcean highlight the importance of using a dedicated sending domain and configuring DNS records such as SPF, DKIM, and DMARC. This setup improves control, deliverability, and the likelihood that email providers will deliver your messages. Implementing SPF is a best practice for preventing spoofing. These steps are crucial for all senders, but particularly important for smaller or newer senders to establish trust and properly authenticate their emails.
Key findings
- DNS Configuration: Setting up a dedicated domain involves configuring DNS records such as SPF, DKIM, and DMARC.
- Improved Control: Even smaller senders benefit from the improved control and deliverability a dedicated domain provides.
- Authentication: Properly configured DNS records authenticate emails, increasing the likelihood of successful delivery.
- SPF Prevents Spoofing: Implementing SPF is a best practice for any email sender to prevent spoofing.
Key considerations
- Smaller Sender Priority: Authentication and deliverability are particularly important for smaller or newer senders to establish trust.
- Universal Best Practice: Implementing SPF, DKIM, and DMARC are best practices for all senders regardless of size.
Technical article
Documentation from AWS explains the steps to set up SPF, DKIM, and DMARC records for your domain. Ensuring that your domain's DNS records are properly configured to authenticate your emails increases the likelihood that email providers will deliver them. This is especially important to do as a smaller sender.
29 Apr 2025 - AWS
Technical article
Documentation from DigitalOcean explains that SPF is a DNS record that specifies the mail servers that are authorized to send emails on behalf of your domain. Implementing SPF is a best practice for any email sender to prevent spoofing.
1 Jun 2025 - DigitalOcean
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