We Are Hiring

IP Whitelabeling: How Does It Affect Your Email Deliverability?


Posted on

whitelabelingIf you want to improve your transactional and marketing emails, IP whitelabeling is a perfect tool. IP whitelabeling is a process that changes the domain name that appears in email headers and links.

When you send an email to your customers or users through SendGrid, the email will often say “sent via SendGrid” instead of your domain name. Whitelabeling creates a few new domain name system (DNS) records that work together to display your chosen subdomain as the authenticated sender.

Each record changed through the IP whitelabeling process affects something different. You’ll need to change:

  • SPF Record – The Sender Policy Framework, or SPF, record states which domains and IPs are allowed to send emails for you.
  • CNAME Record – This record alters how your messages are signed and shows your recipients what you’ve chosen for your subdomain. The CNAME is also needed for SendGrid’s open and click tracking features.
  • DKIM Records – There are two DKIM records that associate your domain with your message. These records allow you to take responsibility for the email you send and improves your reputation and deliverability.
  • A Record – A records link your domain to any associated IP addresses, pointing traffic back to your dedicated IP.

To make changes to the DNS and DKIM records, you simply need to access the Whitelabel Wizard. The wizard will walk you through the process of changing these records and adding them to your DNS settings.

For many hosting providers, the change is instantaneous, while others can take up to 48 hours for the changes to take effect. Once changed, the Whitelabel Wizard can be used to verify the records and the process will be finished. Watch this tutorial of the whitelabeling process in our Whitelabel Wizard video for more information.

For an even more detailed look at the IP whitelabeling process, with examples of what your DNS and DKIM records should look like, visit the SendGrid Knowledge Base article “All You Need to Know About Whitelabeling.” 


Warren is a Marketing Copywriter at SendGrid, specializing in email and content best practices.

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>