Avoid The Cold Email Graveyard: How To Set Up Your Domain The Right Way

When it comes to cold email campaigns, getting your deliverability right is critical. Misconfiguring your setup can easily result in your emails landing in spam, and once that happens, it’s tough to recover. Between DNS, DMARC, DKIM, SPF records, and warming up your domain, it can seem complex, but following the right steps will help you ensure smooth delivery. In this guide, we’ll cover everything you need to set up your email domain correctly and maximize your chances of hitting inboxes.

Understanding the Core Components of Cold Email

Let’s start by breaking down the essential parts of cold emailing:

1. The Domain: This is your web address (e.g., awesomesite.com) from which your emails are sent. I always recommend using a “.com” domain for reliability and trustworthiness.
2. The Server: The server (whether it’s Google, Amazon, Outlook, or another provider) is where your emails are actually sent from. To avoid getting flagged as spam, both the domain and the server need to be “warmed up.”

For example, if you’re sending emails from ben@awesomesite.com, the domain is awesomesite.com, and the server might be Google Workspace, which handles the actual sending of emails. Both must be properly warmed and configured to ensure your emails get delivered successfully.

Warming Up Your Domain and Server (The 14-Day Plan)

Before sending any cold emails, you need to warm up your domain and server. This is a 14-day process where you send small batches of emails (typically to trusted contacts) to build up the domain’s reputation. During this time, you should gradually increase the volume of emails you send each day. Start with a few, and by the end of the two weeks, you’ll be sending larger batches. This warming period is essential for avoiding spam filters. (Tools like Smartlead or Instantly do that for you)

How to Set Up Your Domain and Email Accounts

Now let’s walk through the process of getting your domain and email ready for cold emailing:

1. Purchase a domain: Buy a domain similar to your primary one, but avoid using your main domain directly. For instance, instead of using awesomesite.com, buy something like tryawesomesite.com or goawesomesite.com. This way, you protect your main domain from the risk of being flagged as spam or blacklisted. (Porkbun or Namecheap are generally on the cheaper end)
2. Set up domain forwarding: Redirect your cold email domain (e.g., tryawesomesite.com) to your main website (awesomesite.com). This way, when recipients visit the cold email domain, they’re taken to your official website, keeping your branding cohesive and professional.
3. Add your domain to Google Workspace: If you’re using Google Workspace, the setup process is easy. If you bought your domain on Google, then they will automatically detect the domain you purchased through their platform, otherwise you just need to verify ownership. Once verified, you’ll be ready to configure email settings.
4. Configure MX Records, SPF, and Email Settings: Google Workspace will automatically set up your MX (Mail Exchange) records, which allow you to send and receive emails. While you might need to take a few more steps to do this config if you bought the domain name from a different platform.

Setting Up Key DNS Records (DKIM, DMARC, SPF)

Once your domain is live, the next step is to set up DNS records that will authenticate your emails and boost your deliverability.

1. DKIM Record: Google Workspace generates this for you automatically. DKIM (DomainKeys Identified Mail) ensures your email hasn’t been altered during delivery, which is crucial for avoiding spam filters.
2. SPF Record: This is another important record you must configure. SPF (Sender Policy Framework) is used to specify which mail servers are allowed to send email on behalf of your domain. Adding this record ensures email servers can verify that emails from your domain are legitimate, reducing the likelihood of your emails ending up in spam.To set up SPF, you need to add a TXT record in your domain’s DNS settings. An example SPF record might look like this:
   v=spf1 include:_spf.google.com ~all
   This, for example, allows Google to send emails on behalf of your domain.
3. DMARC Record: Setting up DMARC (Domain-based Message Authentication, Reporting, and Conformance) is essential for protecting your domain from being spoofed. Use a tool like mxtoolbox.com to generate a DMARC record and verify it. For cold email domains like tryawesomesite.com, set your policy to “none” at first, so no emails are blocked.
4. TXT Records: These further authenticate your domain, ensuring your email isn’t flagged by email providers. Make sure you include these for maximum deliverability.

Setting Up Your Email Users

Now that the technical side is done, it’s time to set up the email accounts. As we mentioned before, always use your real name. So instead of a generic email like “sales@goawesomesite.com,” opt for something personal, such as ben@tryawesomesite.com or jane@teamawesomesite.com. Using a real name makes your emails feel more genuine and trustworthy, which can greatly improve open rates.

Pro Tip: Don’t forget to upload a profile photo for the email account you’re using! A friendly face next to your email makes it look more personal and less likely to be flagged as spam.

Key Tips for Cold Email Success

1. Avoid Using Your Primary Domain: Never send cold emails from your main business domain (e.g., awesomesite.com). Instead, use secondary domains like goawesomesite.com or tryawesomesite.com. This protects your main domain from being flagged or blacklisted if your cold email efforts run into issues.
2. Monitor Your Deliverability: Once your campaign is running, you should regularly check your email’s performance to ensure deliverability remains high. Tools like dmarcreport.com will help you track your DMARC, DKIM, and SPF records.

Final Thoughts: Scaling, Organization, and Testing

As you scale your cold email outreach, staying organized becomes more important than ever. While keeping your domains and sender accounts under one Google Workspace can simplify management, it’s a smart move to diversify. Experiment with different email providers like Amazon SES or Outlook alongside Google Workspace. By comparing deliverability across platforms, you might uncover valuable insights that can further boost your success.

Remember, no single solution fits all campaigns, testing and optimizing will help you stay ahead. Keep refining your strategy, track your performance closely, and watch your cold emails achieve the results you’re aiming for. Good luck, and happy emailing!