Domain Age - Why Is It Important For B2B Marketers?
When you create a strategy for email marketing and how you can use it to build a market for your products/services, the first step is to decide which domain you will use for outreach—and how you will choose it. It is rather a very important step to consider, because this would decide the course of your marketing and how it will fetch you. Making sure email gets delivered is the only metric which is important for any marketer. There are various checks which you can implement to see if the email is going to get delivered to the inbox or not. With the increasing use of smart email protection software, it is becoming more difficult to deliver emails to the inboxes of prospects.
In those checks, domain age is the most important factor. As the name suggests, it is the age of the domain, which is calculated based on when it is procured. Like fine wine, the older it is, the better. However, age alone is not enough, —proper usage is equally important. If the domain is not being used properly, then this might put the emails in the Junk/Spam folder or might get you blocked somehow. We recommend that the domain should have a live website hosted on it if you plan to send emails from it. You can also have a landing page hosted on it. Also, it is important that there should be email hosted on it and it is warmed up well. The emails hosted on the domain should be exchanged in regular intervals. Once these steps are followed, the domain will be ready for sending marketing emails.
Primary Domain vs Secondary Domain vs Sub Domain
We recommend using the domain which would make a significant impact to the outbound emails.
The primary domain is the domain which is where your website is hosted and email is hosted. This domain will be warmed upto the maximum extent. We recommend using this domain, but then you need a good strategy to spread out the emails in a good number of batches and then you will be able to send out the emails. There’s no problem in sending emails from the primary domain, it’s just your Unsubscribe feature and the emails spread out should work fine. In this process, the deliverability will be maximum and it’s just the exclusion process should be taken care off.
The secondary domain would be the one that is completely unrelated to the primary domain. This might be the case because some internal websites hosted on it, or your email is hosted on that particular domain. Basically, if we have to run email campaigns from a domain, then it should be the one from which the emails are exchanged frequently. The email exchanges keep the domain warmed up.
A subdomain is created when you need to host an internal website on it or run email campaigns from it. This avoids hitting the primary domain and the reputation is intact, because the sub domain gets affected if the emails are blacklisted by a particular recipient server or multiple recipient servers. This issue can be managed if you have an internal process to spread out the emails in batches.
Basically if you have an agency that knows how to spread out the emails and stay off the radar of servers that might flag you, then you can easily run campaigns without any blacklisting issues.
Examples -
● Primary domain - tlminsidesales.com
● Secondary domain - tlmleads.com
● Sub domain - b2b.tlminsidesales.com
The domain age is important because -
- It would keep your deliverability mostly in the inboxes of the recipient server.
- It would help you send more emails from the domain.
- The emails from the domain would look more legit andyou would have more chances of getting the responses.
Procuring new domains & the deliverability
Procuring new domains just for email marketing is not a good practice. We never recommend it, as it can negatively impact deliverability. Even chances of the domain getting blacklisted are higher. Recipient servers can detect that the domain was just created for email marketing, and hence it is not recommended. The deliverability rate may also be very low—often less than 10%.
In order to make an email marketing campaign effective, you really need to send emails from a domain that is properly warmed up.
Using third party SMTPs are recommended
Even the primary domain, secondary domain and the subdomain can be mapped with an external SMTP to deliver the emails. SMTP service is recommended, if you want to send 1000s of emails per day.
Domain Age based on their procurement time
Domain Age based on the number of emails sent from domain
Conclusion
If you are wondering how you can use your domain to send out the emails, then this is a super guide. We also recommend having an agency to send out the emails, because that is how the expert can evaluate what type of domain should be used for email marketing campaigns.
To learn more about the impact of TLM's email marketing services for businesses, click here to explore our case studies.
