Summary
Using different domains for website, email sending, and reply-to addresses in Klaviyo presents deliverability challenges. While not always avoidable, inconsistencies can damage sender reputation, trigger spam filters, and reduce trust with email providers. Experts, marketers, and documentation emphasize that domain alignment (matching domains) builds trust and is generally recommended. If different domains are necessary, proper authentication (SPF, DKIM, DMARC) is crucial to mitigate risks. Maintaining a consistent and clear domain presence establishes a trustworthy sender identity and prevents emails from being flagged as suspicious. Inbox placement tests can help assess deliverability impact.
Key findings
- Domain Alignment is Key: Domain alignment (matching domains for website, sending, and reply-to) is crucial for building trust with email providers and avoiding spam filters.
- Authentication Matters: If different domains must be used, proper authentication (SPF, DKIM, DMARC) is essential to minimize deliverability risks.
- Sender Reputation at Risk: Using different domains can negatively impact sender reputation if not properly authenticated, leading to confusion with ISPs and spam filters.
- Inconsistency = Suspicion: Disparate domains can make it appear as though the emails are sent from a suspicious source, potentially damaging deliverability.
- Consistent Domain Footprint: Maintaining a consistent domain footprint across website, sending infrastructure, and reply-to addresses is essential for a strong domain reputation.
Key considerations
- Run Inbox Placement Tests: Conduct inbox placement tests to assess the impact of different domain configurations on deliverability.
- Reputation of Reply-To Domain: Consider the reputation of the domain used in the reply-to address and avoid those involved in phishing or viruses.
- Prioritize Primary Domain: Prioritize using a primary domain consistently to enhance trust and reputation with ISPs.
- Monitor Domain Health: Monitor domain reputation and authentication signals regularly to ensure optimal email deliverability.
- Clear Web Presence: Maintain a consistent and clear web presence to enhance trust with ISPs and email providers, making alignment easier to recognize.
What email marketers say
10 marketer opinions
Using different domains for a website, email sending, and reply-to addresses can significantly impact email deliverability in Klaviyo. While not always avoidable, inconsistencies can negatively affect sender reputation, trigger spam filters, and reduce trust with email providers. Domain alignment, where the domains match across these elements, is generally recommended for optimal deliverability. Proper authentication (SPF, DKIM, DMARC) is crucial to mitigate risks when using different domains. Maintaining a consistent and clear domain presence helps establish a trustworthy sender identity.
Key opinions
- Sender Reputation: Using different domains can negatively impact sender reputation if not properly authenticated, leading to confusion with ISPs and spam filters.
- Domain Alignment Crucial: Domain alignment (matching domains for website, sending, and reply-to) is crucial for building trust with email providers and avoiding spam filters.
- Domain Consistency Matters: Domain consistency impacts email deliverability, and disparate domains can make it appear as though the emails are sent from a suspicious source.
- Trustworthiness: Using a consistent domain reputation and presence is essential for building a trustworthy sender identity.
- Authentication is Key: Proper authentication with SPF, DKIM and DMARC is key to ensuring deliverability across different domains.
Key considerations
- Inbox Placement Tests: Run inbox placement tests to assess the impact of different domain configurations on deliverability.
- Reputation of Reply-To Domain: The reputation of the domain used in the reply-to address is important, avoiding those involved in phishing or viruses is advisable.
- Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is configured when using different domains to minimize deliverability risks.
- Alignment of From, Return-Path, DKIM: If different domains must be used, ensure the domain in the from address, return-path, and DKIM match for better deliverability.
- Protect Sender Identity: Protect sender identity through a consistent web presence and clear alignment to ensure customers can trust the emails they receive.
Marketer view
Email marketer from Email Uplers describes the importance of website and email alignment as one of the 7 key factors in determining email deliverability.
11 May 2024 - Email Uplers
Marketer view
Email marketer from Validity explains the importance of email deliverability and how domain alignment plays a key part in the process of getting the emails to customers and avoiding spam filters.
26 Jan 2023 - Validity
What the experts say
2 expert opinions
Experts emphasize that maintaining a consistent domain footprint across website, sending infrastructure, and reply-to addresses is crucial for building a strong domain reputation. Diverging from a primary domain can raise red flags and negatively affect deliverability, especially without proper authentication. Inconsistencies weaken authentication signals, making it harder to achieve optimal deliverability.
Key opinions
- Domain Consistency: Consistent use of a primary domain is crucial for establishing trust and a positive reputation with ISPs.
- Authentication Importance: Diverging from the primary domain without proper authentication can raise red flags and negatively affect deliverability.
- Authentication Signals: Inconsistencies in domain usage can weaken authentication signals, making it harder to achieve optimal deliverability.
- Domain Footprint: Maintaining a consistent domain footprint across website, sending infrastructure, and reply-to addresses is essential.
Key considerations
- Primary Domain Usage: Prioritize using a primary domain consistently to enhance trust and reputation.
- Authentication Methods: Ensure proper authentication methods are in place when diverging from the primary domain to mitigate potential deliverability issues.
- Domain Monitoring: Monitor domain reputation and authentication signals to ensure optimal email deliverability.
Expert view
Expert from Spam Resource explains that consistent use of a primary domain is crucial for establishing trust and a positive reputation with ISPs. Diverging from the primary domain without proper authentication can raise red flags and negatively affect deliverability.
13 Feb 2023 - Spam Resource
Expert view
Expert from Word to the Wise responds that maintaining a consistent domain footprint across website, sending infrastructure, and reply-to addresses is essential for building a strong domain reputation. Inconsistencies can weaken authentication signals, making it harder to achieve optimal deliverability.
17 May 2024 - Word to the Wise
What the documentation says
6 technical articles
Technical documentation consistently emphasizes that using a dedicated sending domain aligned with the website domain is crucial for improved email deliverability. Alignment allows for proper email authentication, signaling legitimacy to ISPs. Conversely, using different, unauthenticated domains can damage sending reputation, leading to emails being marked as spam or blocked entirely. Adhering to industry standards for email authentication and maintaining a consistent web presence are vital for avoiding deliverability issues. Major email providers like Google and Microsoft also prioritize domain alignment when determining email placement.
Key findings
- Dedicated Sending Domain: Using a dedicated sending domain that aligns with the website domain improves deliverability.
- Proper Authentication: Domain alignment allows for proper email authentication, signaling legitimacy to ISPs.
- Reputation Damage: Using various unauthenticated domains damages sending reputation, leading to emails being marked as spam.
- Authentication Standards: Adhering to industry standards for email authentication is essential to avoid deliverability issues.
- Major Providers: Major email providers like Google and Microsoft prioritize domain alignment when determining email placement.
Key considerations
- Dedicated Domain Setup: Implement a dedicated sending domain and ensure its alignment with the website domain.
- Email Authentication: Configure email authentication protocols (SPF, DKIM, DMARC) correctly for the sending domain.
- Monitor Reputation: Monitor sending reputation to identify and address any potential deliverability issues promptly.
- Adhere to Standards: Follow industry best practices and standards for email sending and authentication.
- Web Presence: Maintain a consistent and legitimate web presence to enhance trust with ISPs and email providers.
Technical article
Documentation from Mailjet details how sending reputation is built on consistent domain usage. Using various domains without proper authentication (SPF, DKIM, DMARC) will damage sending reputation, resulting in the emails going to spam, and being blocked by mailbox providers.
11 Jul 2022 - Mailjet
Technical article
Documentation from SendGrid provides a comprehensive guide and detailed plan on how domain reputation can impact email deliverability and stresses the importance of a consistent web presence, and it also warns against the dangers of using disparate domains.
17 Mar 2024 - SendGrid
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