Why do ESPs use CNAMEs for click and open tracking?
ESPs use CNAMEs for tracking because:
Brand consistency: Links display your domain, not the ESP's generic domain.
Deliverability: Your domain builds its own link reputation, not mixed with thousands of other senders on shared domains.
Infrastructure management: ESP manages the tracking servers. You just point a CNAME.
SSL handling: ESP can provision certificates for your subdomain.
Flexibility: ESP can change underlying infrastructure without you changing DNS.
Generic tracking domains are flagged more often. Branded tracking with proper CNAME setup improves trust signals.
Your ship name on the manifest, even when using a partner's shipping routes.
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