The Reply Two Email Marketing Wiki
Everything you need to know about email marketing
Trying to decode some corporate email jargon? The Reply Two email marketing wiki spells things out in language we can all understand. Each definition has a handy prompt you can copy and paste too.
Custom Domain
A Custom domain is your very own branded web address used for sending emails, instead of using the default domain from your email service provider (ESP). Think yourname@yourbrand.com versus yourname@genericemailprovider.com. This puts your brand front and center in every subscriber interaction, from inbox to click.
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DNS (Domain Name System) acts like the internet's phone book. It translates human-friendly domain names (acme.com) into computer-friendly IP addresses that computers use to find each other. For email, DNS records like SPF, DKIM, and DMARC tell receiving servers your emails are legit. Key email-related DNS records include: A: Points your domain to a specific IP address CNAME: Creates domain aliases, often used for ESP verification MX: Directs incoming mail to your mail server TXT: Stores text information, used for SPF and other verifications SPF: Lists authorized email senders for your domain DKIM: Adds a digital signature to verify email authenticity DMARC: Sets policies for how receivers handle authentication failures BIMI: Is an advanced record that verifies your brand's identity and adds your logo to the sender profile and inbox, some hoops to jump through PTR: Reverse DNS, used by some spam filters to double-check you’re legit.
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The root domain is the main web address of your site or email sending infrastructure, without any subdomains or paths. It's the bare-bones URL that forms the foundation of your digital presence. E.g., yourbrand.com is the root domain of newsletter.yourbrand.com
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