Multiple branding domain, single messaging domains, cookies and deliverability

Grégoire_Miche2
Level 10

Multiple branding domain, single messaging domains, cookies and deliverability

The last version of Marketo now enables the setup of multiple email branding domains.

This means that if we have 3 domains (mycompany.com, mycompany.fr and mycompany.de) and we have also 3 messaging systems (@mycompany.com, @mycompany.fr, @mycompany.de), we can setup the system so that every email which sender email address is something like sender@mycompany.fr uses go.mycompany.fr as a branding domain and any email which sender email address is something like sender@mycompany.de uses go.mycompany.de as a branding domain. Assuming that my 2 web sites (www.mycompany.fr and www.mycompany.de) are tracked in Marketo, I understand (pls correct me if I am wrong!) this will enable the immediate linkage between the lead who clicked the email and it's munchkin cookies on the corresponding web site, even if that person has never filled out any form.

Now, let's say I can only send email with a @mycompany.com sender email address. In this scenario, my 2 local websites (www.mycompany.fr and www.mycompany.de) are still munchkin enabled. In this case should I enable the 2 branding domains or not?

If I enable it, it means that the email will be sent from sender@mycompany.com, but it will for instance contain links in go.mycompany.fr redirected to www.mycompany.fr. Are the advantages in term of tracking better than the drawbacks if any, on deliverability? And now, what if I use trusted IP's? Dedicated IP's? (My understanding being that SPF/DKIM settings only really matter on dedicated IP's).

In other terms, in which cases I should use the multiple branding domains and in which cases I should not?

Thanks for your insights.

-Greg

6 REPLIES 6
Steven_Vanderb3
Marketo Employee

Re: Multiple branding domain, single messaging domains, cookies and deliverability

Hey Greg,

SPF/DKIM settings always matter regardless of which type of IP address you are sending from.  They are signatures that tell receiving servers that Marketo indeed has permission to send emails on behalf of the sending domain.  Not setting it up will almost certainly harm your deliverability no matter which range you send from.

I'm not sure how much effect the branded domains have on deliverability, though.  The advantage of setting them is to make links in emails look friendly and familiar, and now being able to set multiple lets multiple business units have be more distinct when operating out of the same Marketo instance.

Grégoire_Miche2
Level 10

Re: Multiple branding domain, single messaging domains, cookies and deliverability

Hi Steven,

I am not a specialist, but there are some really controversial, and well documented, opinions on the real positive effects of SPF / DKIM on shared IP's

We always set them up, mainly because, as I understand it, if it does no good, it does not harm either

My understanding is that, if the domain of the email address of the sender and the domain of the links in the email are the same, it has a positive impact on anti-spam systems. But is this real ?

-Greg

Josh_Hill13
Level 10 - Champion Alumni

Re: Multiple branding domain, single messaging domains, cookies and deliverability

Agreed on DKIM, but generally you should mark Marketo as an approved sender.

As for branded, there is probably some impact on links that aren't matched to the sender domain. Is that real? I'm sure it's a small factor along with technical factors, internet reputation, and the local servers view of the IP and/or sender.

Looks like there is one factor on if the URL has a common tracker. Not sure if that's close or not.

SpamAssassin: Tests Performed: v3.3.x

Grégoire_Miche2
Level 10

Re: Multiple branding domain, single messaging domains, cookies and deliverability

Hi Josh,

Thx for the link to spam assassin tests

-Greg

SanfordWhiteman
Level 10 - Community Moderator

Re: Multiple branding domain, single messaging domains, cookies and deliverability

if it does no good, it does not harm either

That's true, if you don't break an SPF record completely by adding the unnecessary mktomail.com entry.

This trend hasn't changed since my last survey.

SanfordWhiteman
Level 10 - Community Moderator

Re: Multiple branding domain, single messaging domains, cookies and deliverability

Steven, unless someone is paying for the branded sender add-on, SPF has no relevance to Marketo sends. See http://blog.teknkl.com/your-marketo-spf-entry-doesnt-matter-unless-youre-paying-extra/