WHY WOULD ANYONE USE A SUBDOMAIN FOR EMAIL MARKETING?
Subdomains have a separate reputation to parent domains
In email marketing, reputation is king. The domain and subdomains that you send from are one of the factors that impact your reputation, and just like in real life, a parent (domain) has a separate reputation from its (subdomain) children. Okay, sure—but why is this helpful?
Let’s imagine that your business has two teams: one which handles transactional emails, and another which handles promotional and other marketing emails. Because people are particularly likely to engage with password resets and other transactional messages, the Transactional team’s emails see high levels of engagement, but your marketing team unfortunately is seeing the opposite.
If you sent both transactional and promotional emails from your main email domain, you don’t have any good way to ensure that those all important “order confirmation” emails and other transactional messages are reaching your customers’ inboxes, and aren’t affected by the poor engagement seen by your marketing emails. But if you use a subdomain for your marketing messages and a second subdomain for transactional emails, you can decouple the email reputations of those two different kinds of outreach, allowing you to ensure your transactional emails have no deliverability issues.
Other common benefits -
- If something goes wrong: you’re protected
- To better understand your reputation