By creating multiple sending domains, email marketers have a great opportunity to increase inboxing as a result of segmentation.
First, marketers can use multiple domains to mail different subscriber segments (more and less engaged) or different types of campaigns (one domain dedicated to marketing campaigns, another dedicated to support emails, a third dedicated to triggered, etc.)
Domain separation also helps maintain a consistent deliverability rate by setting the expectations for the type of frequency, volume, and engagement ISPs will be getting from each domain. Also, multiple sending domains offer a useful “Plan B” in the event that a deliverability issue—like a temporary block or blacklisting—impairs inboxing at one of your domains.
Source: “Five Tips for Increasing Email Engagement and Improve Inboxing”
Original Publication: MarketingProfs
Subjects: IT / Internet / E-Business, Marketing / Sales