Summary
Implementing DMARC itself doesn't directly cause a drop in email reputation or open rates. The prevalent consensus is that DMARC exposes underlying issues with SPF and DKIM authentication. If SPF or DKIM are misconfigured or incomplete, DMARC's enforcement can lead to emails being rejected or marked as spam, resulting in lower open rates. Setting the DMARC policy to 'p=none' initially allows for monitoring without impacting deliverability. Proper configuration of SPF and DKIM records is crucial before implementing stricter DMARC policies (p=quarantine or p=reject). Analyzing DMARC reports helps diagnose authentication failures. DMARC primarily serves to prevent spoofing and phishing and to protect a domain's reputation by providing instructions to email service providers on handling unauthenticated emails.
Key findings
- DMARC as an Exposer: DMARC does not directly cause deliverability issues; it exposes pre-existing problems with SPF and DKIM authentication.
- Importance of Authentication: Properly configured SPF and DKIM are essential for successful DMARC implementation.
- Impact of Strict Policies: Implementing strict DMARC policies (p=reject or p=quarantine) without correct authentication can lead to deliverability problems.
- Monitoring with P=None: Using a 'p=none' policy initially allows for monitoring and data collection without impacting deliverability.
- Role of DMARC Reports: DMARC reports provide valuable insights into authentication failures and help diagnose deliverability issues.
- Purpose of DMARC: DMARC's main aim is to prevent email spoofing, phishing, and to protect domain reputation.
Key considerations
- Review SPF/DKIM Setup: Thoroughly review and correct SPF and DKIM configurations before enabling DMARC.
- Monitor DMARC Reports: Actively monitor DMARC reports to identify authentication failures and adjust settings accordingly.
- Start with P=None: Begin with a 'p=none' DMARC policy to monitor and gather data before implementing stricter policies.
- Address Authentication Failures: Address and resolve any authentication failures highlighted by DMARC reports.
- Gradual Implementation: Implement DMARC gradually to avoid sudden drops in deliverability due to incorrect configurations.
- Consider External Factors: Remember that deliverability issues can also stem from other factors like list quality or changes in sending behavior.
What email marketers say
9 marketer opinions
Implementing DMARC doesn't directly cause drops in email reputation or open rates. Instead, it exposes pre-existing authentication issues with SPF and DKIM. If these are misconfigured or incomplete, DMARC's enforcement can lead to emails being rejected or sent to spam, resulting in lower open rates. Using a 'p=none' policy initially for monitoring is recommended, along with checking DMARC reports to diagnose authentication failures. Proper SPF and DKIM setup is crucial before implementing stricter DMARC policies.
Key opinions
- DMARC Doesn't Cause Problems: DMARC itself doesn't directly harm reputation or open rates.
- Exposes Existing Issues: DMARC implementation often reveals underlying SPF and DKIM configuration problems.
- Authentication is Key: Properly configured SPF and DKIM are essential before implementing DMARC.
- Enforcement Mechanism: DMARC acts as an enforcement mechanism, highlighting authentication failures.
- P=None: A 'p=none' policy allows monitoring without immediate impact on deliverability.
Key considerations
- Check SPF/DKIM: Verify and correct SPF and DKIM records before implementing DMARC.
- Monitor DMARC Reports: Analyze DMARC reports to identify and resolve authentication failures.
- Start with P=None: Begin with a 'p=none' DMARC policy to monitor and gather data before enforcing stricter policies.
- Avoid Strict Policies Initially: Avoid implementing 'p=reject' or 'p=quarantine' policies without proper authentication setup.
- Understand Authentication Failures: Investigate the reasons behind authentication failures identified in DMARC reports.
Marketer view
Email marketer from StackExchange User suggests that DMARC itself doesn't cause the problem. Rather, it exposes existing authentication issues. Check your SPF and DKIM records, as misconfiguration is a common culprit when seeing deliverability problems after DMARC implementation.
13 Jun 2022 - StackExchange
Marketer view
Marketer from Email Geeks explains that the DMARC record is valid and in reporting only mode (p=none) so it’s not affecting deliverability and it’s just reporting. You could enter your domain in a tool to verify that it’s valid.
28 Oct 2021 - Email Geeks
What the experts say
4 expert opinions
DMARC implementation itself does not directly cause a drop in email reputation or open rates; rather, it exposes existing problems with SPF and DKIM authentication. If a DMARC policy is set to 'none,' it shouldn't significantly impact mail delivery. Delivery issues could arise from other configuration errors, business changes, or coincidences. DMARC policies are instructions for email service providers to handle unauthenticated emails, preventing spoofing and phishing and protecting domain reputation. DMARC is an enforcement mechanism, so any underlying issues with authentication need to be addressed before implementing stricter policies.
Key opinions
- DMARC Exposes Issues: DMARC implementation highlights existing authentication problems (SPF and DKIM).
- P=None Impact: A DMARC policy of 'p=none' shouldn't significantly impact mail delivery.
- Other Factors: Delivery issues may stem from configuration errors, business changes, or coincidences.
- DMARC Policies: DMARC policies instruct email service providers on how to handle unauthenticated emails.
- Enforcement Mechanism: DMARC is an enforcement mechanism that requires underlying authentication issues to be resolved first.
Key considerations
- Check Configuration: Review DMARC setup for configuration errors unrelated to DMARC itself.
- Investigate Authentication: Identify and resolve issues with SPF and DKIM authentication before implementing stricter DMARC policies.
- Monitor Reporting: Monitor DMARC reports to understand authentication failures and adjust policies accordingly.
- Address Underlying Issues: Prioritize fixing underlying deliverability problems before focusing on DMARC-related configurations.
- Implement DMARC Cautiously: Implement DMARC with a 'p=none' policy initially to monitor and assess impact before enforcing stricter policies.
Expert view
Expert from Word to the Wise explains that DMARC will expose existing authentication problems with SPF or DKIM. Implementing DMARC with a strict policy will cause deliverability issues due to the domain's own mail failing authentication. They emphasize that DMARC is an enforcement mechanism, so any underlying issues need to be resolved prior to setting a quarantine or reject policy.
6 Feb 2022 - Word to the Wise
Expert view
Expert from Spamresource.com explains that DMARC policies are a set of instructions that are set at the authoritative DNS server and are implemented by the receiving email service providers. These instructions help mail service providers to deal with unauthenticated email to prevent spoofing and phishing and protect the reputation of the domain.
24 Jan 2024 - Spamresource.com
What the documentation says
3 technical articles
Official documentation consistently states that DMARC itself doesn't directly cause drops in email reputation or open rates. Instead, it exposes underlying issues with SPF and DKIM authentication. If these authentication methods are not properly configured, DMARC implementation can lead to emails being rejected, resulting in lower deliverability. DMARC aims to prevent spoofing and phishing, ensuring that receiving systems trust messages from a domain. Microsoft recommends using a 'p=none' policy initially to monitor DMARC reporting without causing unintended deliverability impacts.
Key findings
- DMARC Exposes, Not Causes: DMARC does not directly cause deliverability problems; it reveals existing SPF and DKIM issues.
- Authentication Failure Impact: When authentication fails under DMARC, emails may be rejected, reducing deliverability.
- Purpose of DMARC: DMARC's primary goal is to prevent email spoofing, phishing, and fraudulent use.
- Trust Establishment: DMARC helps establish trust between sending and receiving email systems.
- Monitoring Recommended: Initial use of a 'p=none' policy is advised for monitoring DMARC reports without immediate impact.
Key considerations
- Assess SPF/DKIM Configuration: Thoroughly check and correct SPF and DKIM configurations before DMARC implementation.
- Monitor DMARC Reporting: Actively monitor DMARC reports to identify and address authentication failures.
- Start with Monitoring Policy: Begin with a 'p=none' policy to assess impact and gather data before enforcing stricter measures.
- Address Authentication Issues: Resolve any underlying authentication issues highlighted by DMARC reports promptly.
- Understand Policy Implications: Be aware of the implications of different DMARC policies (e.g., reject, quarantine) before implementing them.
Technical article
Documentation from Microsoft explains that DMARC's main purpose is to prevent spoofing, phishing attempts and other fraudulent use of email. DMARC ensures that receiving mail systems trust messages sent from your domain. When DMARC detects an issue with the message, it provides a policy for handling it; the system may choose to reject the message completely. Microsoft also recommend setting your DMARC policy to *none* to monitor the DMARC reporting that shows compliance without any intended impacts.
20 Sep 2024 - Microsoft
Technical article
Documentation from dmarc.org explains that DMARC itself does not directly harm deliverability. Problems arise when DMARC exposes existing authentication issues. A sudden drop in open rates post-DMARC implementation indicates pre-existing problems with SPF or DKIM configuration that DMARC now enforces. They state that DMARC enhances visibility into mail streams and protects from unauthorized use, rather than harming deliverability.
17 Apr 2024 - dmarc.org
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