Creating Sender Profiles and Send Classifications in Marketing Cloud

Create a Delivery Profile  

Note: One standard Delivery Profile should be re-used in all Send Classifications. The Enterprise CRM team has already created a standard delivery profile for you to re-use. This information is provided just in case that delivery profile is mistakenly deleted.

1. Click on the Admin tab in Email Studio
2. Click on Delivery Profiles under Send Management on the left-hand side of the window
3. Click on Create
4. Enter a name for the Delivery Profile
5. Set IP Address to Account Default 
6. Set Header to None
7. Set Footer to None 
8. Click Save  

Create a Sender Profile  

1. Click on the Admin tab in Email Studio
2. Click on Sender Profiles under Send Management on the left-hand side of the window
3. Click Create
4. Enter a descriptive name for the Sender Profile
5. Under Sender Information, select ‘Use the specified information’
6. Enter Your Department Name in the From Name field (This is who the email appears to be coming from).
7. Enter your department or unit’s email address in the From Email field (
   • This is the email address that the email appears to be coming from. This doesn’t have to be a live inbox.
   • This must be an @iu.edu email address.
8. Under Custom Reply Mail Management Settings, select ‘Use custom settings below’
9. Select ‘Use specified information’
10. Enter your Department Name in the Name field
    • This will be the display name in the email client
11. Enter your department or unit’s email address in the Address field.
    • This is the email address where replies to your send will be sent.
12. Click Save  

Create a Send Classification  

1. Click on the Admin tab in Email Studio.
2. Click on Send Classifications under Send Management on the left-hand side of the window.
3. Click Create.
4. Enter a descriptive name for your Send Classification.
   • Make sure to include "Commercial" or "Transactional" in the name so that you can be sure which type of send you are choosing.
   • Note: Send classifications created for you by the Enterprise CRM team follow the format [CAN-SPAM Classification] - [From Name] [(From Email)]. e.g. T - IU Enterprise CRM (crmhelp@iu.edu)
5. Choose Commercial or Transactional for the CAN-SPAM classification depending on the type of email you will be sending from this Send Classification.
   • Commercial Sends are marketing-type emails and recipients can opt out of these.
   • Transactional emails are informational emails that recipients cannot opt out of.
6. Select the Sender Profile you would like to use.
7. Select your standard Delivery Profile.
8. Leave Send Priority set to Normal.
9. Click Save.

Commercial vs. Transactional Sends

When you send an email, you must select a Send Classification with the appropriate CAN-SPAM Classification for the type of send you’re completing. There are two CAN-SPAM classifications to choose between when establishing a Send Classification: Commercial and Transactional. Commercial sends are emails where the user is given the option to unsubscribe. Transactional sends are emails that the user cannot unsubscribe from, and are less common.

Commercial Sends

• Used for promotional or marketing content.

• Examples: newsletters, promotions, or event invitations.

• Must include an unsubscribe (opt-out) link. (This is included in the provided templates)

• Recipients can choose to stop receiving these messages.

Transactional Sends

• Used for informational messages.

• Less common than commercial messages

• Examples: HR Emails critical to employment, financial aid communications, account changes

• Must not contain promotional or marketing material.

One question you can ask yourself in determining whether a send is Commercial or Transactional is “Is this information triggered by a recipient action or something this recipient is required to read?” If the answer is no, then you must do a Commercial send.