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By default, alerts send from [email protected] with the name Notify Me. Add a custom domain in Settings to send from your brand.
Settings email section with sender name and custom domain
1

Add a custom domain

Go to Settings, choose Add a custom domain, enter the domain only (for example yourstore.com), then Register domain. Do not enter an email address, URL, or www.
2

Add DNS records

Open View DNS records. Add the DKIM TXT record and the bounce CNAME at your domain provider. Use the Host field exactly as shown. Do not append your domain again if your provider adds it automatically.Pick your provider and follow the steps: Cloudflare, GoDaddy, Shopify, and more.
3

Check verification

Propagation can take up to 48 hours. Choose Check verification until the domain shows as verified.
4

Set the sender name

After the domain is verified, edit Sent from Name and the local part of the sender email, then save.
DNS records modal with DKIM and bounce CNAME
You cannot change the sender email until the domain is verified. Until then, alerts keep using the default Notify Me sender.
If Register domain fails with DE_150, see DE_150 anti-spam check. Do not keep retrying the same domain.
Shopify development stores cannot register a custom domain or send alert emails.
After the domain is verified, see Deliverability best practices for bounce, open, and click hygiene.