Email marketing plays a pivotal role in the success of ecommerce businesses. It's a powerful tool for engaging with your customers, driving sales, and building brand loyalty. But to make the most of your email marketing efforts, you need to pay attention to the technical aspects that can impact deliverability and sender reputation.
A branded sending domain (e.g., yourname.com) adds credibility to your emails. Internet Service Providers (ISPs) are more likely to trust and deliver emails from recognized brands. This results in higher email deliverability rates, ensuring your messages reach your customers' inboxes instead of being lost in the dreaded spam folder.
Using a branded sending domain reinforces your brand's identity. When recipients see emails coming from your branded domain, they are more likely to recognize and trust your messages. This consistency enhances brand recognition and builds trust among your audience.
By controlling your sending domain, you can implement security measures like DomainKeys Identified Mail (DKIM) and Sender Policy Framework (SPF) to protect your emails from spoofing and phishing attacks. This not only safeguards your brand's reputation but also the security of your customers.
When you switch ESPs, having a branded sending domain allows you to carry over the positive sender reputation you've built over time, increasing the chances of good deliverability with the new ESP and reduce the chances of disruption.
Now that we understand the importance of a branded sending domain, let's see how you can set one up in Klaviyo.
Select a domain associated with your ecommerce brand, e.g. send.yourstore.com. Ensure that the domain is correctly configured with DNS records, and you have access to the domain's DNS settings.
In Klaviyo, navigate to your account settings and find the "Email" tab. Under "Settings," you'll see an option for "Sending Domains." Here, you can add your branded domain and begin the verification process. Klaviyo will provide you with a unique DNS record to add to your domain's DNS settings. This step proves your ownership of the domain.
Once your domain is verified, configure DomainKeys Identified Mail (DKIM) and Sender Policy Framework (SPF) records. Klaviyo will provide the necessary information for these records, which you'll need to add to your DNS settings. These records enhance the security and authenticity of your email messages.
If you are an existing Klaviyo account who has at least a 30-day sending history with Klaviyo, you do not have to re-warm your domain.
If you are a new account, it is crucial to warm up your domain before sending large volumes of emails from your branded domain. Start with a small number of emails and gradually increase the volume over time. Don't worry, Klaviyo will walk you through this process with helpful tips. Warmium up your domain helps establish a positive sender reputation with ISPs.
Regularly monitor your email deliverability and sender reputation in Klaviyo. Keep an eye on bounce rates, open rates, and spam complaints and your overall deliverability score. If any issues arise, address them promptly to maintain a healthy sender reputation.
