How can a franchise set up DKIM for email marketing without corporate DNS control?
Michael Ko
Co-founder & CEO, Suped
Published 10 Jul 2025
Updated 19 Aug 2025
6 min read
Franchises often face unique challenges when it comes to email marketing, especially when the corporate office controls the primary domain's DNS settings. This can make crucial steps, like setting up DomainKeys Identified Mail (DKIM), seem impossible. However, DKIM is vital for email deliverability and is increasingly mandated by major mailbox providers like Google and Yahoo.
Without proper authentication, your marketing emails are likely to land in spam folders or be blocked entirely, severely impacting your campaign performance. This article explores practical strategies for franchises to implement DKIM, even when direct DNS control is out of reach.
The core issue arises because DKIM requires adding specific DNS records, typically TXT or CNAME records, to your domain's DNS. In a franchise model, the corporate entity usually manages the primary brand domain, and they may have strict policies against, or simply lack the resources for, delegating DNS access or making ad-hoc changes for individual franchisees. This can be a significant roadblock, especially if corporate IT views such requests as a security risk or outside their standard operational procedures.
Email authentication protocols like DKIM are crucial for building and maintaining a good sender reputation. They help receiving mail servers verify that an email claiming to be from your domain was indeed authorized by you and hasn't been tampered with in transit. Without this verification, your emails look suspicious and are often treated as potential spam or phishing attempts.
The absence of DKIM can lead to lower email deliverability rates, increased bounce rates, and even getting your sending IP or domain placed on an email blacklist (or blocklist). This is why finding a solution is paramount for effective email marketing.
Strategic approaches for franchises
If corporate DNS control is a firm obstacle, franchises have a few strategic paths to consider to get their marketing emails properly authenticated. Each option comes with its own set of considerations regarding brand consistency, cost, and complexity.
The first approach is to negotiate with corporate. While they may not allow changes to the primary domain, they might be open to creating a dedicated subdomain (e.g., marketing.yourfranchise.com) and delegating its DNS management to the franchise or directly adding the necessary DKIM records for that subdomain. This retains brand consistency while providing the required control for email authentication. This is often the ideal solution, as it aligns with corporate branding while providing authentication capability for the franchisee. For more information, read about how DKIM can be set up on a subdomain.
If delegation isn't possible, an alternative is to acquire a separate domain for marketing purposes (e.g., yourfranchise-city.com). This gives the franchise full DNS control, allowing for proper DKIM setup. The downside is that it might dilute the corporate brand presence in your email campaigns. Another option is to utilize the shared DKIM offered by your Email Service Provider (ESP). While not as strong as authenticating your own domain, shared DKIM is better than no authentication at all and can provide a baseline level of deliverability.
Implementing DKIM with limited control
Once you've decided on an approach, the implementation details will depend on the chosen strategy. If you secure a subdomain, your ESP will provide the specific DKIM records, which typically look like TXT records or CNAME records pointing to your ESP's infrastructure. These records contain a public key that receiving servers use to verify your emails' digital signatures. You can learn more about setting up DKIM.
Example DKIM TXT recorddns
k1._domainkey.yourfranchise.com. IN TXT "v=DKIM1; k=rsa; p=MIGfMA0GCSqGSIb3DQEBAQUAA4GNADCBiQKBgQDnQd...
Best practices for domain selection
Subdomain approach: This is often preferred as it maintains a strong link to the main corporate brand while allowing individual franchises the necessary DNS control for their marketing efforts.
New domain: If a subdomain isn't an option, select a new domain that clearly identifies it as part of the franchise while being distinct enough for independent management. Avoid generic or misleading domains.
ESP shared DKIM: Use this as a fallback if other options are exhausted. It provides some authentication, though not as robust as your own domain or subdomain.
If you opt for a separate marketing domain, you'll have full control over its DNS settings, making DKIM setup straightforward through your domain registrar or hosting provider. Your ESP will still provide the specific DKIM keys you need to add. The crucial thing is ensuring these records are correctly published and verifiable. You can also review how to set up SPF and DKIM records.
Maintaining email deliverability and brand consistency
Successfully implementing DKIM is only part of the battle. You also need to maintain strong email deliverability and ensure your branding remains consistent, regardless of the domain strategy chosen. If you use a separate marketing domain, consider how it visually represents the franchise. Ensure the from address and email content clearly link back to the main franchise brand, perhaps by including the primary corporate website in footers or branding elements within the email design. This helps reinforce brand identity and trust with recipients.
Shared DKIM
Setup: Simplest to implement, often a toggle within the ESP without DNS changes.
Control: No direct DNS control for the franchise.
Deliverability: Provides basic authentication, better than none, but relies on ESP's reputation.
Branding: Email headers may show the ESP's domain in the DKIM signature.
Dedicated marketing domain
Setup: Requires purchasing and managing a new domain, then adding DKIM records.
Deliverability: Highest level of authentication and control over your sender reputation.
Branding: Requires careful naming to maintain brand connection.
Implementing DMARC (Domain-based Message Authentication, Reporting, and Conformance) alongside DKIM and SPF is also highly recommended. DMARC tells receiving mail servers how to handle emails that fail SPF or DKIM checks and provides feedback reports, giving you visibility into your email authentication status. This is critical for preventing email spoofing and ensuring legitimate emails reach their destination. For franchises using subdomains, it's also important to configure SPF, DKIM, and DMARC when sending from them.
Conclusion
While corporate DNS control can pose a challenge for franchises looking to set up DKIM, it's not an insurmountable barrier. By exploring options like negotiating for subdomain delegation, using your ESP's shared DKIM, or acquiring a dedicated marketing domain, you can ensure your email campaigns are properly authenticated.
Implementing DKIM is a critical step towards improving email deliverability, protecting your brand, and complying with modern email sender requirements. Choose the approach that best balances your need for authentication with corporate branding guidelines to maximize your email marketing success.
Views from the trenches
Best practices
Consider negotiating with corporate for a dedicated subdomain. This offers the best balance of branding and control.
If a subdomain isn't possible, register a new, relevant domain for your marketing emails to ensure full DNS control.
Always set up SPF, DKIM, and DMARC for your sending domain, regardless of the solution chosen.
Regularly monitor your email deliverability and authentication status to catch issues early.
Common pitfalls
Relying solely on an ESP's shared DKIM for long-term email marketing can lead to lower deliverability.
Failing to communicate with corporate IT about email authentication needs can lead to missed opportunities for solutions.
Using a completely unrelated or generic domain that doesn't clearly tie back to the franchise brand.
Not setting up DMARC, which prevents you from receiving reports on authentication failures.
Expert tips
Start by understanding the corporate policies on email marketing and domain usage. This helps frame your request effectively.
Emphasize the benefits of proper email authentication for the overall brand's reputation and security to corporate.
If a separate domain is used, ensure your email content and design clearly link back to the main franchise brand for consistency.
Explore regional franchisee groups if available, as they might have collective strategies for marketing and domains.
Marketer view
Marketer from Email Geeks says if the ESP offers shared DKIM, it should be used, because any DKIM is better than no DKIM.
2019-12-15 - Email Geeks
Marketer view
Marketer from Email Geeks says to verify why corporate can't make DNS changes, as sometimes talking to the right person can remove obstacles.
ESP without DNS changes.
