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Separate the routing of your transactional and marketing emails

Transactional emails are an essential communication channel with customers and are expected whether or not a contact has subscribed to your emails. As a result, it’s no surprise that they have an open rate that is eight times higher than that of marketing emails. However, lower engagement levels of marketing emails can negatively impact the deliverability of your transactional emails.

To avoid this problem, Brevo offers a solution where you can separate the routing of your transactional emails from your promotional email campaigns by using different IP addresses and senders.

⚠️ Setup prerequisites

To separate the routing of your transactional and marketing emails, you should:

❗️ Important
These new subdomains should only be dedicated to sending your emails on Brevo and shouldn't already be in use for something else. In other words, you should not use your website's main domain or a subdomain used for your webmail or messaging service. To make sure your brand is recognizable, this new domain should be as similar to your original domain as possible. For instance, if your website is hosted at yoursite.com, you could go for marketing.yoursite.com and transactional.yoursite.com, or any other subdomains of your choosing, provided that they will not be used for anything other than Brevo.

Step 1: Set up your dedicated IPs

To set up your dedicated IPs, you should associate one dedicated IP with one sub-domain (for marketing emails) and the other dedicated IP with the other sub-domain (for transactional emails). To do so, you'll need to add NS records to each of your sub-domains and wait for the DNS propagation, which can take up to 48 hours. To learn more, check our dedicated article Setting up a dedicated IP in Brevo.

Step 2: Change the routing of your transactional and marketing emails

Once you have associated your dedicated IPs to your sub-domains, you'll need to set for which type of emails each dedicated IP should be used:

  1. Click your profile name and select Senders & IP.
  2. Click Dedicated IPs.
  3. Under the dedicated IP you want to use to send your marketing emails, click More.
  4. Select Use this IP for marketing emails.
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  5. Under the dedicated IP you want to use to send your transactional emails, click More.
  6. Select Use this IP for transactional emails.
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Step 3: Create two new senders or update your existing ones

You should now create two new senders or update your existing ones to assign them to the right sub-domain and dedicated IP:

  • The sender used to send your marketing emails should be assigned the sub-domain and dedicated IP for marketing email sending.
  • The sender used to send your transactional emails should be assigned the sub-domain and dedicated IP for transactional email sending.

Now your transactional and marketing emails will be sent using different dedicated IPs, sub-domains, and senders and won't impact the metrics and deliverability of each other.

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