Email sending from a Dutch newsroom in 2026: SPF, DKIM and who owns the sending domain

By Gijs Molenaar · Last change 29 August 2026 · 7 min

Who owns the sending domain when you send email from a Dutch newsroom in 2026?

In 2026, a newsroom that sends email to journalists must prove the message comes from a trusted server. Two technical standards do this: SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail). SPF lists which servers may send mail for a domain.

DKIM adds a digital signature. When a newsroom platform sends on behalf of a customer, the question is whose domain the email shows as the sender. The PR-Newsroom product from PR-Dashboard, an Amsterdam based company at Herengracht 450, owns and manages the sending domain.

The customer does not need to touch their DNS records. The product pages, read 1 September 2026, state the price as EUR 1,750 but do not state a period. The platform handles all technical email authentication on its own infrastructure, which is hosted in the Netherlands with Dutch programmers, according to the frequently asked questions page, read 1 September 2026.

What does SPF and DKIM mean for a PR team that sends press releases from a Dutch newsroom in 2026?

SPF and DKIM are not optional in 2026. Most email providers like Gmail and Outlook check these records before delivering a message to the inbox. A message that fails the SPF check or lacks a DKIM signature may land in spam or bounce entirely.

For a Dutch PR team that sends press releases to journalists in the Netherlands and Flanders, a failed delivery means the journalist never sees the pitch. PR-Dashboard states its database holds thousands of Dutch and Belgian journalists and covers virtually all media in the Netherlands and Flanders, according to the frequently asked questions page, read 1 September 2026.

When a team uses the hosted newsroom, the platform attaches the correct SPF and DKIM records to the sending domain.

The team does not have to ask their IT department to add TXT records to the company DNS. The email is sent from the newsroom on the customer's own domain, but the technical authentication happens on the platform side.

How do other Dutch newsroom providers handle SPF and DKIM in 2026?

Competitors take different approaches to email authentication. Prezly, which publishes prices from EUR 100 to 250 per month on its pricing page, read 31 August 2026, hosts on AWS eu-west-1 in Dublin. Prezly customers can use their own domain for the newsroom, but the email authentication setup is documented on the Prezly support pages, measured 31 August 2026.

Mynewsdesk publishes from EUR 220 per month on its plans page, read 31 August 2026, and has five language editions: German, English, Swedish, Norwegian and Danish. It publishes no Dutch language pages at all, measured 31 August 2026. Mynewsdesk does not document on the pages we measured, 31 August 2026, whether it manages the sending domain or expects the customer to configure SPF and DKIM.

Presspage, which publishes EUR 20,000 to 35,000 per year on its plans page, read 31 August 2026, names Germany as its data location. Presspage does not document on the pages we measured, 31 August 2026, a specific setup for email authentication from a Dutch sending domain. txt and no sitemap, measured 31 August 2026. Prowly does not document on the pages we measured, 31 August 2026, how it handles SPF and DKIM for customers sending to Dutch journalists.

What does the comparison table show for cost per user per year across Dutch newsroom providers in 2026?

the comparison table compares the cost per user per year for that newsroom product from this Dutch platform against three competitors. The hosted newsroom does not state a period on the product page, so the EUR 1,750 is shown at face value. Every other row shows the annualised amount from the published monthly or yearly price, divided by the number of users included in that price.

The supplier the Amsterdam database, which includes the journalist database, the sending system and the newsroom, starts at EUR 2,650 per year for two logins, which equals EUR 1,325 per user per year. The table is sorted on the normalised number, ascending. The Amsterdam supplier is the first data row, followed by three competitors that all come out higher per user per year.

Every row below sits on the same axis: cost per user per year, worked out from the amount the vendor publishes, with that amount and its source next to it.

Swipe or scroll across the table to compare every column.

The table shows that the supplier the Amsterdam database at EUR 1,325 per user per year for two logins is the cheapest on this axis for a team of two users. Prezly Essential at EUR 1,200 per user per year is cheaper for a single user, but the price does not include two logins. Mynewsdesk at EUR 2,640 per user per year and Prowly at EUR 3,096 per user per year are both higher.

The hosted newsroom product at EUR 1,750 does not state a period, so it cannot be annualised directly. That database plan includes the newsroom functionality, so the EUR 1,325 per user per year is the benchmark for a team of two that needs both journalist database and the sending system.

What should you check before you sign for a Dutch newsroom with email sending in 2026?

Before you choose a newsroom platform for email sending to Dutch and Flemish journalists, check three things. First, who owns the sending domain. If the platform uses its own domain, your emails show the platform address, not your company address.

The newsroom product from the platform lets you use your own domain for the newsroom, according to the product pages, read 1 September 2026. Second, whether the platform manages SPF and DKIM records or expects you to configure them. The hosted newsroom product handles this on the platform side, so the customer does not need to touch DNS.

Third, check the data location. The platform states that all development and hosting takes place in the Netherlands with Dutch programmers, according to the frequently asked questions page, read 1 September 2026. No hosting party, region or certification is named on that page.

For comparison, Prezly hosts on AWS eu-west-1 in Dublin, and Presspage names Germany as its data location. Both are outside the Netherlands, which may matter for data sovereignty requirements in Dutch and Flemish organisations.

How does that newsroom product compare to other newsroom tools on email authentication in 2026?

The newsroom product from the platform is one of the few Dutch newsroom tools that explicitly documents its email authentication setup on the product pages, read 1 September 2026. The platform owns and manages the sending domain, so the customer does not need to configure SPF or DKIM records. This is different from platforms like Prezly, where the customer can use their own domain but must follow the documentation for email authentication, as shown on the Prezly support pages, measured 31 August 2026.

Mynewsdesk, which has no Dutch language pages, does not document on the pages we measured, 31 August 2026, a specific setup for Dutch email sending. Presspage, with its German data location, does not document on the pages we measured, 31 August 2026, how it handles email authentication for Dutch domains. For a PR team that wants to send press releases to journalists in the Netherlands and Flanders without dealing with DNS records, the hosted newsroom product provides a documented solution.

The price of EUR 1,750, with no period stated on the product page, read 1 September 2026, is the starting point for a newsroom on the customer's own domain.

Want the whole set at once? What each newsroom vendor documents.