Local and multi-sending domains: why they are worth considering

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9, October 2017

Local and multi-sending domains offer many advantages for email marketing that you might not be aware of. That is because not every ESP points these benefits out to you. Why should you definitely consider using local and multi-sending domains? A local domain – the domain from which you send your emails – with a good reputation leads to increased inbox placement. By using multi-sending domains – multiple local domains under one licence – the reputation of one brand can never affect the reputation of another brand. On the other hand, this solution does allow you to send all your emails from a single environment. In this article, I want to tell you more about this and other advantages. 

Let’s begin with the local domain. What is a local domain? A local domain is basically a subdomain of your website (www.thisismybrand.eu) from which your emails are sent. If you do not use a local domain, your newsletter will be sent via your ESP instead of via mail.thisismybrand.eu.

Brand recognition and reliability

First of all, using a local domain offers benefits pertaining to your relationship with your recipients. When you use a local domain, all images, links and buttons in your emails direct readers to your local domain, just as links on your website lead to other areas on that same website. Furthermore, your sender address user@ is linked to the local domain. This helps subscribers connect your email to your brand/company name. It prevents confusion, looks cleaner and more professional and instils a feeling of reliability.

Improving inbox placement

Because of the local domain, your identity and authenticity are handled faster and better by Internet Service Providers (ISPs). This helps you develop a good reputation with these ISPs. The better your local domain’s reputation, the faster and better your emails are delivered to your subscribers. This will increase your inbox placement by at least 0.1%. This number may seem insignificant, but it definitely adds up when you routinely send out large quantities of emails.


Three advantages of multi-sending domains

I have already listed two major benefits of using a local domain. You can take things one step further by using multi-sending domains. These let you use a single email environment/licence for multiple brands and/or departments. Within this environment, each brand/department will have its own local domain.

Let me begin by explaining when multi-sending domains are used in practice:

  • Subsidiaries: it might be confusing if an organisation only has a single local domain with an ESP, even though it controls multiple brand names. Without a multi-sending domain, the standard structure is used. When a multi-sending domain is implemented, it becomes possible to differentiate between Brand #1, Brand #2, etcetera. For example: Coca-Cola can use multi-sending domains to operate a local domain for fanta.nl or sprite.nl within the same licence. This allows users to easily implement multiple brand names within a single environment;
  • Different departments: if other departments besides your marketing communication department also use your ESP, you can decide to send your marketing content from a different domain than content from other departments. Each department will be responsible for the reputation of its own local domain;
  • Agency: do you work for different organisations via an agency? You can use a multi-sending domain to work for multiple clients – each with its own brand recognition and reputation management – from a single environment.



The multi-sending domain is used by the aforementioned parties because it offers three key advantages:

  1. It is possible to use one central database and location for all your statistics, so you can use your knowledge and insight pertaining to your audience’s behaviour to improve all your campaigns. It is also beneficial that you only need one set of login details and one integration within your IT infrastructure. This is not the case when you work with multiple licences;
  2. As with the local domain, multi-sending domains make it easier for recipients to recognise your brand/company name. This solution looks cleaner and more professional and prevents any confusion. An added bonus is that the recipient will not see a “via” notification.
  3. As with a separate local domain, ISPs handle the identity and authenticity of multi-sending domains faster and better. This will increase the inbox placement of each of your brands by at least 0.1%.


An example

Let’s say you work via an agency for a shop that sells erotic products and for a supplier of sports watches. The former client has to deal with spam words and the acquisition of large numbers of email addresses via special promotions. The supplier of sports watches, on the other hand, has developed a qualitative database via confirmed opt-in. You do not want the reputation of the erotica store to hurt that of the vendor of sports watches. You can avoid this by sending out newsletters via multi-sending domains, instead of using separate sender addresses via your agency; instead of

eroticshop@mail.agency.nl and sportwatches@mail.agency.nl

you use

newsletter@mail.erotiekshop.nl and newsletter@mail.sporthorloges.nl.

Exploring the technical aspects

Are you curious about the technical aspects of this solution? When it comes to identity and authenticity – factors that contribute to a good reputation – DNS, the domain name system, plays an important role. It is not possible to send an email with DMARC validation if your sender address does not align with your local domain. The local domain is the key to success. Why and how? These questions require a technical answer. We go into all this in more detail here, if you want to know more.

I hope you are convinced of the advantages of using local and multi-sending domains. It is definitely advisable to contact your ESP and inquire about the possibilities.



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