Email & deliverability

Every store can send transactional email out of the box. To send it from your own brand instead of the shared platform domain, you authenticate a sender in Settings → Domains → Email. There is no separate “Email” settings page — branded sending lives as a tab inside Domains, alongside your storefront domains and DNS records.

Note

You do not need to connect a custom storefront domain first. Email authentication is a separate flow with its own records — you can authenticate brand.com for sending even if your storefront still runs on a platform subdomain.

What gets sent

Sellerlane sends these emails. Each is tied to a sender purpose, so you can route different mail from different addresses:

• Order confirmation — sent when an order is placed.
• Shipping update — fulfillment, tracking, and delivery notices.
• Customer account — login, account creation, password and access emails.
• Support — replies and support correspondence.
• Merchant notification — alerts sent to you, the store owner.
• System — platform-critical and security messages (for example sign-in codes).

Marketing email (campaigns, automations, abandoned cart) is governed by the Marketing section, not here — see Marketing. The Marketing sender purpose simply lets you choose which authenticated address those campaigns send from.

Default (platform) sending

Until you authenticate a sender, every email goes from Sellerlane’s shared sending domain. That domain is already DKIM-signed, SPF-aligned, and warmed up, so your mail still lands. In Settings → Domains → Email this shows as the fallback sender, and the Email settings panel shows the effective From and Reply-to addresses currently in use.

Branded sending: two paths

The Email tab offers two ways to send from your brand. Pick based on how many addresses you need.

One exact address (fastest)

Verify a single mailbox — for example [email protected]. Quickest to set up; you can only send from that one address.

1. Go to Settings → Domains → Email.

2. In the Sender emails panel, choose Connect exact email.

3. Enter the From email ([email protected]), a From name (e.g. Store Orders), an optional Reply-to, and the Purpose this address handles.

4. Tick Set as default sender for this purpose if you want it used automatically.

5. Save. Sellerlane verifies just this mailbox. Once verified, that address is authorized to send.

Caution

Verifying one exact address authorizes only that mailbox. Any other address on the same domain stays unauthorized until you authenticate the full domain.

Full domain (DKIM)

Authenticate the whole domain so you can send from any address on it (orders@, support@, noreply@). This is the stronger option for deliverability.

1. Go to Settings → Domains → Email and, in the Email domains panel, choose Connect email domain.

2. Enter the registrable domain (brand.com, not an email address).

3. Leave Create default order, shipping, and support sender emails checked to auto-create starter senders for those purposes (recommended), or uncheck it to add senders yourself.

4. Save. Sellerlane generates the DNS records below — add them at your registrar or DNS host.

5. Verification runs automatically. The domain shows pending until the records propagate; use Actions → Refresh verification to re-check sooner.

After the domain is verified, use Add from domain in the Sender emails panel to create as many sender addresses as you need, each with its own purpose and default flag.

DNS records you add

Full-domain authentication issues these records. The Email tab lists each one with a live status of Valid, Missing, Mismatch, or Pending:

• DKIM (EMAIL_DKIM) — signs your mail so receivers can verify it. Required.
• SPF (EMAIL_SPF) — authorizes the sending service for your domain.
• DMARC (EMAIL_DMARC) — tells receivers how to handle unaligned mail.
• Custom bounce domain (EMAIL_BOUNCE_DOMAIN_MX and EMAIL_BOUNCE_DOMAIN_SPF) — optional, added only when you enable a custom bounce domain (see below).

Tip

Add records exactly as shown. If your registrar splits long TXT values across multiple strings, that is normal — paste the full value and let it wrap. Manage the underlying records anytime in Settings → Domains → DNS records.

Custom bounce domain (top deliverability upgrade)

By default, bounce and complaint handling runs on the platform bounce domain. For the strongest alignment you can move it onto your own domain: Sellerlane adds a bounce subdomain (so bounce.brand.com) with its own MX and SPF records.

To enable it, open the domain’s Actions → Enable custom bounce domain in the Email domains panel, then add the new MX and SPF records at your registrar. The domain’s bounce mode flips from the platform default to your custom bounce domain once the records verify.

Deliverability ladder

Each sender and domain shows a deliverability level. Climb it to improve how reliably your mail lands:

1. Not ready — nothing authenticated yet.

2. Platform fallback — sending from Sellerlane’s shared, pre-warmed domain. Safe, but not your brand.

3. Email address verified — a single exact mailbox is verified. Branded, but limited to that one address.

4. Domain DKIM — the full domain is DKIM-authenticated; send from any address on it.

5. Domain DKIM + custom bounce domain — DKIM plus your own bounce domain. The highest level.

Branded sending becomes available as soon as you have at least one enabled, verified sender — there is no plan requirement to authenticate email.

Sender purposes and the default sender

Email routing is per purpose, not a single global switch. For each purpose (Order confirmation, Shipping update, Customer account, Support, Merchant notification, Marketing, System) you can assign a sender and mark one as the default for that purpose. The Email settings panel shows the resulting effective From, From name, and Reply-to. If no sender covers a purpose, that mail uses the platform fallback automatically — so you can migrate one purpose at a time.

Managing senders and domains

In the Sender emails panel, the Actions menu on each row lets you:

• Refresh verification — re-check authorization status.
• Make default — set this sender as the default for its purpose.
• Disable — stop sending from it without deleting it.
• Delete — remove it (asks for confirmation).

In the Email domains panel, the per-domain Actions menu offers Refresh verification, Enable custom bounce domain, and Disable (which turns off branded sending for that domain after a confirmation).

Deliverability protections

• Hard-bounced and complaining addresses are suppressed automatically so they don’t damage your sender reputation.
• Marketing email always includes unsubscribe handling, and suppression is enforced platform-wide.

Troubleshooting

• Domain stuck on “pending” — DNS changes can take time to propagate. Use Actions → Refresh verification and re-check after a while; verification also re-runs on its own schedule.
• DKIM shows “Mismatch” — the published record doesn’t match what Sellerlane expects. Re-copy the exact DKIM value from the Email tab (or DNS records tab) and overwrite the record at your registrar; an old or partial value is the usual cause.
• A record shows “Missing” — it isn’t published yet. Confirm you added it on the right (registrable) domain and not a subdomain.
• Registrar splits long TXT records — paste the full value; multi-string TXT records are valid and resolve correctly.
• Mail still sends from the shared domain — that’s the fallback. It only switches to your address once that purpose has an enabled, verified sender.

Next steps

Custom domains

Connect your storefront domain. Custom domains

DNS troubleshooting

Fix propagation and record issues. DNS & deliverability

Marketing email

Campaigns, automations, and subscriber consent. Marketing

Store policies

Set up the policy pages linked in your emails. Policies