Summary
To create sender email addresses for new subdomains within an Email Service Provider (ESP), the core process revolves around domain authentication. This typically involves adding specific DNS records, such as CNAME and TXT records for SPF and DKIM, and sometimes DMARC, to your domain's DNS settings via your domain host or provider. These records authorize the ESP to send emails on behalf of your subdomain. Once the subdomain is successfully authenticated and verified by the ESP, you can generally create and utilize any email address using that subdomain directly within your ESP's platform. This setup is crucial for establishing and maintaining a strong sender reputation, improving email deliverability, and isolating the sending performance of various email streams.
Key findings
- DNS Configuration is Primary: The fundamental step for creating sender email addresses on new subdomains is to configure specific DNS records-commonly CNAME, TXT (for SPF and DKIM), and sometimes DMARC-through your domain host or DNS provider, as instructed by your ESP.
- ESP-Guided Authentication: Most ESPs, including SendGrid, Mailchimp, HubSpot, MailerLite, and Constant Contact, provide the exact DNS records needed for authentication and guide users through the setup process within their platform interfaces.
- In-ESP Sender Creation: Once a new subdomain is properly authenticated and verified with the ESP, marketers can typically create and use any sender email address associated with that subdomain (e.g., marketing@m.yourdomain.com) directly within the ESP's sending settings, often without further IT involvement.
- Reputation Isolation: Using dedicated subdomains for different types of email sending helps isolate and protect your main domain's sending reputation, meaning deliverability issues on one subdomain will not negatively impact others.
- Potential MX Record Needs: While ESPs often manage the sending aspect, for new subdomains, a separate MX record might need to be published for inbound mail. This can be managed by the ESP if the subdomain is fully delegated, but it's important to confirm with your provider.
Key considerations
- Consult Your ESP: Always refer to your specific Email Service Provider's (ESP) documentation or support for precise instructions, as the exact steps, required DNS record types, and the overall process can vary significantly between platforms.
- IT Team Collaboration: While many ESPs streamline the subdomain authentication process, be prepared to consult your IT team or DNS administrator if complex DNS changes, such as publishing MX records for inbound mail, or full subdomain delegation, are required.
- Full Authentication Suite: Ensure all relevant email authentication protocols-SPF, DKIM, and DMARC-are properly configured for the new subdomain to maximize deliverability, build sender trust, and protect your domain reputation.
- Verification Timeline: Be aware that after adding DNS records, there is typically a propagation and verification period before the subdomain is fully authenticated and recognized by your ESP and internet service providers (ISPs).
- Deliverability Impact: Understand that proper subdomain authentication is a fundamental step for establishing trust with ISPs, which directly impacts email deliverability, improves inbox placement, and significantly reduces the likelihood of emails being flagged as spam.
What email marketers say
12 marketer opinions
To effectively establish sender email addresses using new subdomains within an Email Service Provider (ESP), the primary requirement is robust domain authentication. This involves adding specific DNS records-typically SPF, DKIM, and CNAME entries-to your domain's DNS settings, as provided by your ESP. Such authentication serves to explicitly authorize your ESP to dispatch emails on behalf of your subdomain, a foundational step for fostering trust with Internet Service Providers (ISPs) and ensuring high deliverability. After the new subdomain has been successfully authenticated and verified within your ESP's system, marketers can conveniently create and manage sender aliases directly from their ESP dashboard, thereby simplifying the management of their email campaigns.
Key opinions
- DNS Records are Foundational: The primary requirement for enabling sender addresses on new subdomains involves adding specific DNS records, such as SPF, DKIM, and CNAME, to your domain's DNS settings as provided by your ESP.
- ESPs Facilitate Verification: ESPs typically supply the exact DNS entries needed for authentication and guide users through the verification process within their platform, which then authorizes the ESP to send emails from that subdomain.
- In-ESP Alias Management: Once a new subdomain is successfully authenticated and verified, marketers can generally create and manage sender email addresses for that subdomain directly within their ESP's settings, often without needing further external IT involvement.
- Reputation Isolation Benefits: Using dedicated subdomains for different email types helps isolate sending reputation, protecting your main domain from deliverability issues that might arise on a specific subdomain, particularly for initiatives like cold outreach.
- Inbound Mail MX Considerations: While ESPs primarily handle outbound sending, establishing a new subdomain may also necessitate publishing a separate MX record for inbound mail. This record might be managed by the ESP if the subdomain is fully delegated to them, but confirmation with the provider is essential.
Key considerations
- Consult ESP Documentation: The precise steps and required DNS records can differ significantly between Email Service Providers, so always refer to your specific ESP's guides and support resources for accurate instructions.
- Engage IT for Complexities: While many authentication steps are user-friendly, tasks such as publishing MX records for inbound mail or fully delegating a subdomain may require the expertise of your IT team or DNS administrator.
- Implement Full Authentication: For optimal deliverability and to build strong sender trust, ensure that all relevant email authentication protocols-SPF, DKIM, and DMARC-are properly configured for the new subdomain.
- Account for Propagation Delay: After adding DNS records, there is typically a propagation period. Allow sufficient time for these changes to take effect and for your ESP to verify the subdomain before expecting full functionality.
- Direct Deliverability Link: Understand that correct subdomain authentication is a foundational element for establishing trust with Internet Service Providers, directly influencing email deliverability and minimizing the risk of emails being flagged as spam.
Marketer view
Marketer from Email Geeks explains that creating sender aliases for a new subdomain used with an ESP is typically handled within the ESP itself, as the ESP often manages that subdomain.
28 Jul 2022 - Email Geeks
Marketer view
Marketer from Email Geeks explains that it's not always handled solely by the ESP; for a new subdomain, a separate MX record might need to be published for inbound mail, which the ESP may or may not manage. If the subdomain is fully delegated to the ESP, they would publish the MX record, possibly pointing to internal mail infrastructure. He advises consulting the ESP for a definitive answer.
15 Oct 2023 - Email Geeks
What the experts say
1 expert opinions
Creating sender email addresses for new subdomains within an Email Service Provider (ESP) fundamentally relies on properly configuring and authenticating the subdomain. This critical process involves setting up necessary DNS records-including SPF, DKIM, and DMARC-via your ESP's guidance. Once authenticated, the ESP recognizes the subdomain for sending, allowing you to directly create and utilize any desired sender email address (e.g., marketing@m.yourdomain.com) within your ESP's sending settings, as the ESP will then use the authenticated subdomain for outbound communications.
Key opinions
- Subdomain Authentication Core: The primary requirement for creating sender email addresses on new subdomains in an ESP is the proper configuration and authentication of the subdomain itself.
- DNS Record Setup: This authentication process necessitates setting up essential DNS records-such as SPF, DKIM, and DMARC-which are typically managed and guided through your Email Service Provider.
- Direct In-ESP Sender Creation: After a new subdomain is successfully authenticated and recognized by the ESP for sending, any sender email address using that subdomain (e.g., marketing@m.yourdomain.com) can be created and utilized directly within the ESP's sending settings.
- ESP Utilizes Authenticated Subdomain: The Email Service Provider will leverage the fully authenticated subdomain for all outbound email sends originating from the newly created sender addresses.
Key considerations
- ESP Specific Instructions: Always consult your specific Email Service Provider's (ESP) documentation and guidance, as the exact steps and DNS record values for subdomain authentication can vary significantly between platforms.
- Full Authentication Protocols: Ensure comprehensive setup of SPF, DKIM, and DMARC records for the new subdomain to guarantee optimal deliverability and establish strong sender trust with Internet Service Providers.
- Subdomain Recognition Process: Be aware that after setting up DNS records, there is a period required for the new subdomain to propagate and be fully recognized and verified by your ESP and recipient mail servers.
- Impact on Deliverability: Properly authenticating your new subdomain is a fundamental step that directly enhances email deliverability and helps prevent messages from being flagged as spam by recipient systems.
Expert view
Expert from Word to the Wise explains that to create sender email addresses for new subdomains within an ESP, the primary step is to properly configure and authenticate the new subdomain. This involves setting up DNS records like SPF, DKIM, and DMARC through your ESP. Once the subdomain is authenticated and recognized by the ESP for sending, you can typically create and use any sender email address that uses this subdomain (e.g., marketing@m.yourdomain.com) directly within your ESP's sending settings, as the ESP will then use the authenticated subdomain for sending.
19 Apr 2024 - Word to the Wise
What the documentation says
6 technical articles
Setting up sender email addresses for new subdomains in an Email Service Provider (ESP) primarily involves a critical domain authentication process. This often means adding specific CNAME and TXT (for SPF) records to your DNS provider, as directed by your ESP, for the particular subdomain. Once authenticated, the ESP can effectively send emails on behalf of that subdomain, allowing you to create and use various sender addresses under it, which significantly contributes to better email deliverability.
Key findings
- Subdomain Authentication Required: All surveyed ESPs-including SendGrid, Mailchimp, HubSpot, Amazon SES, Constant Contact, and ActiveCampaign-mandate domain authentication for new subdomains before sender email addresses can be used.
- DNS Record Types: The authentication process consistently involves adding CNAME records (for DKIM) and TXT records (for SPF) to the subdomain's DNS configuration.
- ESP-Specific Guidance: Every ESP provides specific instructions and unique record values that must be added to your DNS provider for successful verification.
- Enables Sender Use: Once the subdomain is authenticated, users can create and utilize any email address within that subdomain (e.g., info@sub.yourdomain.com) directly within the ESP.
- Deliverability Improvement: This setup is critical for proper domain alignment, ensuring emails are authenticated and less likely to be flagged as spam, thereby improving overall deliverability.
Key considerations
- Platform-Specific Steps: Always consult your particular Email Service Provider's documentation, as the exact CNAME and TXT records, along with the verification workflow, will vary.
- Access to DNS Provider: You will need administrative access to your domain's DNS settings, usually through your web host or domain registrar, to add the required records.
- Understanding Authentication Protocols: Familiarize yourself with DKIM and SPF; their correct implementation via these DNS records is paramount for sender reputation and inbox placement.
- DNS Propagation Time: After adding or modifying DNS records, allow time for global propagation, which can take several minutes to several hours, before your ESP fully verifies the subdomain.
- Impact on Sender Trust: Proper subdomain authentication is a non-negotiable step for building trust with Internet Service Providers (ISPs), directly influencing whether your emails reach the recipient's inbox.
Technical article
Documentation from SendGrid explains that to create sender email addresses for new subdomains, you need to set up domain authentication for that specific subdomain. This involves adding CNAME records (for DKIM) and an SPF record (TXT record) in your DNS provider for the subdomain. Once authenticated, you can use any email address within that subdomain as a sender.
31 Aug 2022 - SendGrid
Technical article
Documentation from Mailchimp explains that to use a subdomain for sending, you must verify it first. This process typically involves adding a CNAME record to your DNS settings for the subdomain, which allows Mailchimp to authenticate the sending domain and ensure proper deliverability by setting up DKIM.
24 Mar 2025 - Mailchimp
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