Strategies to alter the primary website address used in outreach efforts, such as adding hyphens, numbers, or different top-level domains (TLDs) like .net or .info, can be employed to enhance deliverability. For instance, a company using `example.com` might also register `example-email.com` or `example.net` for sending marketing messages. These alterations aim to separate marketing communication from the main business domain, potentially shielding the primary domain’s reputation.
Employing these techniques offers several benefits, including mitigating damage to the primary domain’s sender reputation if outreach efforts result in negative feedback, such as being marked as spam. Historically, as email spam filters became more sophisticated, marketers sought avenues to maintain communication volume without jeopardizing core business operations. This approach allows for a more controlled risk environment, enabling businesses to test messaging and targeting without directly impacting crucial email streams.
