If you want your emails to go to your subscribers’ inboxes instead of their spam folders, avoid or simply don’t send your messages from a Yahoo!, Gmail, AOL, Hotmail, MSN, Outlook, or any other free Internet service provider (ISP).
In the past, the service provider would just set the “from” address to the customer’s email address and send the email. However nowadays, sending email from a domain that you don’t control is a commonly used tactic by spammers and especially by phishers. E.g. If a phisher is going to successfully convince someone to click the link in their fake Apple password reset email, they need to make that email look like it’s actually sent via Apple.
This is where DMARC (Domain-based Message Authentication, Reporting & Conformance) comes in. DMARC is the current email authentication policy. It is an ISP’s way to protect itself from spammers pretending to send emails from their network.
Why You Should Use a Custom Domain Instead
We highly recommend signing up for a custom domain name to send your emails in order to improve the long-term deliverability. It also looks professional, builds trust and promotes brand awareness. For instance, a new subscriber will be more likely to open an email from a custom domain name like [email protected] than one from [email protected]
If you don’t have a domain name, you can either purchase a domain name from a domain registrar and choose an email hosting provider afterward. Or, you can buy a domain name and create your custom email address with an email hosting provider of your choosing. Whatever choice you make, your own email address from your domain will help to boost deliverability and it does not take a lot of work or money to do so.
For more tips and tricks on how to improve your email deliverability, visit this article.