Ozon mailing list. Similar letters are sent by many online stores

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A name is chosen well when it speaks for itself. It can repeat the name of the company, be an abbreviation vp technical email lists in which the brand is easily recognized, or be a keyword of the most frequent request typical for the site. For example:

corporations often use their own names (microsoft, samsung) or obvious abbreviations (hp – Hewlett-Packard, lg – LG Electronics, ya – Yandex)
scientific, educational and financial organizations, abbreviations that have become familiar (msu – Moscow State University)
enterprises with a narrow specialization – area of ​​activity (ticket.

rzd.ru – Russian Railways ticket sales page).
Abstractness and associativity
These two concepts are extreme opposites, and the first one is negative. A name that does not evoke vivid images in the user's imagination is easy to forget and difficult to remember. On the contrary, if a visitor sees a connection between the domain name and the site's theme or the brand's direction, the address itself will appear in memory when it is necessary to open the resource's main page again.

Don't use hyphens
x, although it does not compromise a site in search engines, does not add credibility to it. This detail, especially dividing an unfamiliar word, is more difficult for users to remember.

Moreover, a hyphen is located on the periphery of a computer keyboard, and on mobile devices it requires opening an additional virtual tab. The inconvenience of entering may prompt interested visitors to add the site to bookmarks, but not all. Such a domain is more likely to cause unconscious irritation.

Perhaps the only correct use of a hyphen in a domain name is when the name of a well-known brand cannot be written any other way. The most famous example is the Coca-Cola website. The symbol in the middle is imprinted in the mind by the logo on bottle caps and labels, advertising on billboards and in videos. Therefore, no visitor will miss this atmospheric element when typing the brand name in the address bar.