Domain Verification

Verify your sending domain in Novel to improve wallet pass email deliverability and align with Google and Yahoo sender requirements.

Overview

Novel sends wallet pass emails to your customers (for example, pass delivery and updates). To improve inbox placement and brand trust, we recommend verifying a dedicated subdomain rather than using your root domain.

Recommended setup

Use a dedicated subdomain such as:

pass.yourbrand.com

Examples:

pass.nike.com
wallet.allbirds.com
member.liquiddeath.com

This keeps your primary domain protected and makes DNS configuration cleaner.

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Before You Start

You’ll need:

• Access to your DNS provider (Cloudflare, GoDaddy, Shopify, Route53, Squarespace, etc.)

• Admin access to your Novel account

• A dedicated subdomain you want to use for wallet pass emails

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Step 1 — Open Domain Verification in Novel

In Novel Admin:

Configure → Domain Verification

Enter your desired subdomain:

pass.yourbrand.com

Then click:

Verify

Novel will generate DNS records for you to install.

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Step 2 — Download Your DNS Records

Click:

Download Novel DNS Records

You’ll receive the required DNS records for:

• Receiving records (MX)

• Sending records (TXT or CNAME)

• DKIM authentication

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Step 3 — Add the DNS Records to Your DNS Provider

Add each record exactly as provided by Novel.

Important

Many DNS providers automatically append your root domain.

This means:

Correct

If your domain is:

pass.yourbrand.com

And Novel asks for:

Host: pass

You should enter:

pass

NOT:

pass.yourbrand.com

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Common DNS Mistakes

Incorrect Hostname Formatting

This is the most common issue preventing verification.

Example 1 — Subdomain duplication

Incorrect

Host: pass.yourbrand.com

This may become:

pass.yourbrand.com.yourbrand.com

Correct

Host: pass

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DKIM / Sending Record Formatting

Some records may look like:

mx._domainkey.mg.yourbrand.com

Depending on your DNS provider, the hostname should often only be:

mx._domainkey.mg

Or if using a pass subdomain:

mx._domainkey.pass

NOT:

mx._domainkey.mg.yourbrand.com

Your DNS provider will automatically append:

.yourbrand.com

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Example Configuration

Recommended Domain

pass.acme.com

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Receiving Record Example

Type	Host	Value
MX	pass	mxa.mailgun.org

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Sending Record Example

Type	Host	Value
TXT	pass	v=spf1 include:mailgun.org ~all

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DKIM Example

Type	Host	Value
TXT	mx._domainkey.pass	k=rsa; p=MIG...

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Step 4 — Wait for DNS Propagation

DNS changes may take time to propagate.

Typical timing:

• Usually: 5–30 minutes

• Occasionally: up to 24 hours

After adding the records, return to Novel and click:

Check Verification

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Verification Statuses

Verified

Your domain is fully authenticated and ready to send wallet pass emails.

Pending

DNS changes are still propagating.

Failed

One or more records may be incorrect.

Most failures are caused by:

• Full domains entered instead of hostnames

• Extra .yourdomain.com appended

• Incorrect MX priority

• DNS provider formatting differences

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Troubleshooting

My domain won’t verify

Check the following:

1. Are you using a subdomain?

Recommended: pass.yourbrand.com

Avoid: yourbrand.com

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2. Did you enter only the hostname?

Many providers expect: pass

instead of:

pass.yourbrand.com

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3. Did your DNS provider auto-append the domain?

Some providers automatically add:

.yourbrand.com

This can accidentally create:

pass.yourbrand.com.yourbrand.com

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4. Are your DKIM records shortened correctly?

Correct example

mx._domainkey.pass

Incorrect

mx._domainkey.pass.yourbrand.com

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Provider-Specific Notes

Cloudflare

Cloudflare automatically appends your root domain in the Host field.

Use shortened hostnames only.

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GoDaddy

GoDaddy may trim or auto-format records after saving. Double-check the final saved value.

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Shopify Domains

If your domain is managed through Shopify, DNS propagation may take slightly longer.

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Best Practices

We recommend:

• Using a dedicated subdomain

• Keeping wallet pass email traffic separate from your primary sending domain

• Avoiding root-domain verification

• Using the exact DNS values generated by Novel

Recommended examples:

pass.yourbrand.com
wallet.yourbrand.com
member.yourbrand.com

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After your domain is verified, update your sending email under Configure → Pass Email Editor → Sending Email Address to use the verified domain (example: [email protected]).

Need Help?

If your domain still won’t verify after 24 hours:

Please contact Novel support with:

• Your domain provider

• Screenshots of your DNS records

• The exact subdomain you’re attempting to verify

• Any verification errors shown in Novel