Personalizing your email address using your site’s domain name is a key step in improving your email delivery, optimizing their open rate and strengthening your brand image. Here are the essentials to know about customizing sender DNS.

What is DNS?

Le DNS est l’abréviation de Domain Name System, Il s’agit d’un outil permettant de traduire un nom de domaine internet en adresse IP (numéro d’identification que l’on attribue à un appareil connecté sur internet).

DNS is the abbreviation for Domain Name System. It is a tool for translating an internet domain name into an IP address (identification number assigned to a device connected to the internet).

The domain name system operates in a hierarchical. At the top is what is called the “root”, which stands for “.” In the address. It is followed by the so-called “top-level” domain corresponding for example “fr”, “com”, “org”, etc. Next comes the second level domain with the site name, then the subdomain like “www”.

In addition to its domain name / IP address translation function, DNS also makes it possible to fight spam, secure sensitive information, and associate a mail service with a domain name

Why personalize your sender address?

The sender address is the first thing that appears in your recipients’ inboxes. It will therefore strongly influence the contact’s decision to open or reject the email. Would you be tempted to open an email with a sender address like: mailinglily0935@gmail.com? The chances are slim, you will agree. Moreover, it is still necessary that this same address arrive directly in the mailbox without going directly to the spam section.

It may sound trite, yet the sender’s address is key and shouldn’t be overlooked. Personalizing your shipping email address by including your domain name and the subject of the email (newsletter@yourcompany.com) rather than an address from a free lambda email (newsletter@hotmail.com) has several essential advantages. First, it allows the recipient to clearly and immediately identify what it is and who the message is from. The latter will therefore be more confident and more inclined to open the email. It also brings greater consistency in the communication sent, thus ensuring that it does not end up in junk mail or spam.

In general, personalizing your sender address leads to a better open rate, increased credibility with customers and prospects who receive the emails, as well as a strengthening of the brand image and visibility of the company.

How to personalize your sender address?

To create a custom sender address, how to vary slightly from one server to another, but it generally involves:

  • View sending server settings
  • Change the username, then the following email address
  • Save to validate the new address

If when entering your address a message is displayed stating that it is not recommended, it means that a DMARC policy exists on the chosen domain name. DMARC, which comes from the English Domain-based Message Authentication, is a policy aimed at reducing the misuse of emails (spamtrap, phishing, etc.), by offering an address authentication solution. It thus protects companies against identity theft.

A few tips

  • Instead of an overly generalized address ending for example with “@gmail.com”, prefer “@yourcompany.com”.
  • It may be a good idea to match the first part before the “@” about the email, such as “newsletter” or “promotion”, in order to provide even more clarity to the recipient on the message intended for them.
  • Avoid “noreply” addresses at all costs.

To conclude, it is clear that the use of a sending address including your personalized domain name rather than the name of a general e-mail is essential, in the sense that it allows to establish your professionalism and improve your reputation as a sender. A major asset, especially for emailing campaigns.