Personalised From Address

Authenticating that an email was sent from a valid source has become the first step ISPs (Internet Service Providers) use in filtering spam. ISPs use authentication to verifying the claimed domain name in the emails they receive.

In order to make sure that your emails are delivered we recomend using a “personalised from address” – ie an email address set up on a new URL specifically to improve deliverability.

It is not compulsory, but if you do not opt to purchase a new URL your emails will come from

We will purchase a new URL, something like or We then register this URL against all the ISP authentication systems (see below). We also register this new URL against one of our listed IP addresses which improves your deliverability.

We then set up specific email addresses for you to use when sending your emails from CharityeMail such as, or - whatever you need.

If you want to know more about authentication read on…

There are a number of ways ISPs authenticate a sender’s domain name

  • Sender Policy Framework (SPF)
  • SenderID
  • DomainKeys

To ensure the highest deliverability rates we ensure that when we set up a domain name for you we included all these best practises. Below we explain in more detail what these are:

Sender Policy Framework (SPF)

SPF allows the owner of an Internet domain to use special format of DNS TXT records to specify which machines are authorised to transmit email for that domain. For example, the owner of the can designate which machines are authorised to send email whose sender email address ends with “”.

Receivers checking SPF can reject messages from unauthorised machines before receiving the body of the message. SPF exploits the authority delegation scheme of the real Domain Name System.


The Sender ID Framework is an email authentication technology protocol that helps address the problem of spoofing and phishing by verifying the domain name from which email messages are sent.

Sender ID validates the origin of email messages by verifying the IP address of the sender against the alleged owner of the sending domain in a similar way to SPF

Domain Keys

DomainKeys provides a mechanism for verifying both the domain of each email sender and the integrity of the messages sent (i.e,. that they were not altered during transit). And, once the domain can be verified, it can be compared to the domain used by the sender in the From: field of the message to detect forgeries.

If it’s a forgery, then it’s spam or fraud, and it can be dropped without impact to the user. If it’s not a forgery, then the domain is known, and a persistent reputation profile can be established for that sending domain that can be tied into anti-spam policy systems, shared between service providers, and even exposed to the user.

The diagram below shows the journey a marketing email goes through to either get into the intended inbox, or find itself filtered into Junk Mail or bounced back by the ISP.

Download a diagram of how authentification works here.