Authenticating a Sending Domain

Implementing domain authentication to a Sending Domain is a way to verify that an email came from the sender listed in the "from" field in the recipient's inbox and that the email was not forged or tampered with while in transit. For example, if your domain is , an appropriate subdomain would be

Using an authenticated Sending Domain is considered a best practice for all email marketers, particularly those with 100k+ Contacts!

🚦 Before Getting Started

Make sure you have access to your website's DNS settings; the Sendlane team cannot make adjustments to your DNS settings for you.

Authenticate a Sending Domain in Three Steps!

Authenticating a Sending Domain is a simple process that requires access to your website's DNS settings and your Sendlane account:

  1. Create a Subdomain and Add NS Records
  2. Set Up Your Sending Domain in Sendlane
  3. Attach a Sender Profile to Your Sending Domain

 Create a Subdomain and Add NS Records

🙋 Why do I have to create a subdomain? Can't I just use my company's main domain?

As a matter of risk mitigation and best practice, companies should never mix their marketing domain with their corporate domain or use the same domain for both purposes.

If content or links in a marketing email raise the suspicion of a major remote block list (RBL), you risk your corporate email channel being blocked for an unknown amount of time. This can affect intra-company communication and communication with customers and vendors.

Since it is not always quick or easy to resolve real or inaccurate issues with an RBL, it is best to limit the risk to a specific marketing channel so that your company's entire domain is not compromised.

Instructions for creating a subdomain and adding NS records vary by hosting provider. Search your hosting provider's knowledge base for specific instructions!

Log in to the DNS Settings section of your primary domain's hosting company to:

  1. Create a subdomain of your primary domain that is not used for anything else and does not reference any other business*, such as send or store
  2. Add the following NS records** to the subdomain (Sendlane's default TTL is 3600 seconds):

*Subdomains that reference businesses other than yours may cause deliverability issues.
**NS records added to your primary domain to your new subdomain to avoid outage issues with your website.


 Set Up Your Sending Domain in Sendlane

Click the Account icon > Sending Domains > Setup Domain

Enter your Domain Name (, and Sending Domain ("store" for > Save

After clicking Save, the Sending Domain Authentication pop-up window will populate with the Sending Domain you’ve just created and the following information:

  • Host - The customer's desired Sending Domain
  • Value - In most DNS settings interfaces, this field is labeled "Points To"
  • TTL - Some domain providers describe TTL in hours or minutes rather than seconds; Sendlane's default TTL of 3600 seconds equals 1 hour or 60 minutes

Exit the pop-up window and click the Re-Verify DNS icon to communicate with your DNS. You may not see an immediate change because DNS records can take up to 24 hours to update successfully.

Check out the Troubleshooting section if you get stuck!


  Attach a Sender Profile to Your Sending Domain

Sending Domains must be linked to at least one new or existing Sender Profile.

Once your NS Set and DNS Verified icons are populated with green checkmarks, click the link icon button in the Actions column of the Sending Domain page to open the Connect to Sender window:

In the Connect to Sender window:

  1. Select a Sender Type
    1. New - All fields are required to save a new Sender Profile
    2. Existing - Select an existing Sender Profile and edit any field as needed
  2. Fill out or edit the Sender fields as needed
    1. From Email fields cannot be edited from this window in an existing Sender Profile.
    2. Reply-To email addresses can be different from the From Email and should be an active email address using the customers' main domain (not a free email address like Gmail) if they want to receive replies from their contacts.
    3. The Sender's address must be a valid physical mailing address or PO Box.
  3. Click Confirm

The Sender Profile created or attached to the new Sending Domain will appear first on the Sender Profile tab of the Audience page and will be identified by a green checkmark next to the Sender Name.

Add additional Sender Profiles to the same domain by clicking the link icon


I can't add an NS record to my domain!

Some hosts, such as Bluehost and Fastcomet, do not allow end users to create NS records. If you cannot create NS records for your domain, please reach out to your hosting provider for next steps.

I added my subdomain and NS records, but they are not authenticated in Sendlane!

There are two common reasons your Sending Domain may not authenticate in Sendlane after following the instructions above:

  1. You added the subdomain and NS records to your domain's DNS settings but use a separate service for hosting. Add the subdomain and NS records using your hosting account should fix the issue!
  2. Your subdomain has other associated records. Remove any records associated with your subdomain that are not Sendlane's NS records.

If you use separate services for your domain and hosting, please add the subdomain and associated NS records to your hosting account.

I use Amazon Web Services for domain hosting and can only add one NS record!

Create one NS record for the subdomain you are delegating to Sendlane and enter the four required values on one line each in the Value field of the Create Record console

I use Google Domains and can't add NS records!

Check out Google's instructions under "Create or modify a resource record," then add the four NS records in a single row.

I need my Sending Domain Type, Host, Value, or TTS information!

This information can be retrieved by clicking the pink arrow next to the Root Domain on the Authenticated Sending Domain page:

Need further assistance? Our 24/7 support team is just a click away!

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