Summary
Following Gmail and Yahoo's changes, domain authentication (SPF, DKIM, DMARC) is paramount for all Mailchimp senders, irrespective of their sending volume. While Mailchimp may not mandate it universally, they strongly advocate for it, especially for those perceived as bulk senders, and might flag non-compliant accounts. Leading ESPs, like Google and Yahoo, prioritize authenticated emails, and neglecting authentication could result in deliverability issues, spam placement, and compromised email security. Proactive authentication establishes trust with ISPs, ensures compliance with email guidelines, and is a now considered an industry standard for email marketing.
Key findings
- Universal Recommendation: Domain authentication is universally recommended for all Mailchimp senders.
- Gmail & Yahoo Enforcement: Gmail and Yahoo prioritize authenticated emails, increasing the risk for non-authenticated senders.
- Mailchimp's Encouragement: Mailchimp strongly encourages authentication, particularly for suspected bulk senders.
- Enhanced Deliverability: Domain authentication enhances email deliverability and prevents spam placement.
- Security & Trust: Authentication builds trust with ISPs and establishes email security.
Key considerations
- Implement SPF, DKIM, DMARC: Implement SPF, DKIM, and DMARC to authenticate your domain properly.
- Warming Considerations: If starting with a new domain, consider warming up your email list gradually (although not always required).
- Monitor Performance: Monitor your email performance, including deliverability and open rates, to ensure effectiveness.
- Compliance with Guidelines: Ensure compliance with all email marketing guidelines set by email providers and ESPs.
- Authentication Configuration: Use a custom DKIM for the client in Mailchimp, followed by DMARC in the DNS for the brand.
What email marketers say
9 marketer opinions
Following Gmail and Yahoo's updates, domain authentication (SPF, DKIM, DMARC) is increasingly crucial for all Mailchimp senders, regardless of volume. While Mailchimp may not strictly enforce it for every user, they are flagging potential bulk senders and strongly advising authentication. Lack of authentication can negatively impact deliverability, sender reputation, and lead to emails being marked as spam. It's becoming an industry standard for establishing trust with ISPs and meeting deliverability guidelines.
Key opinions
- Authentication Importance: Domain authentication is essential for maintaining email deliverability with Gmail and Yahoo.
- Mailchimp's Stance: Mailchimp is flagging potential bulk senders and encouraging authentication.
- Industry Standard: Domain authentication has become an industry standard, even if not explicitly required by all ESPs.
- Deliverability Impact: Lack of authentication negatively impacts deliverability and sender reputation.
Key considerations
- Bulk Sender Definition: Even sending a few thousand emails daily may qualify as bulk sending, necessitating authentication.
- Mailchimp's Flagging: Be aware of Mailchimp's criteria for flagging accounts and their recommendations for authentication.
- Proactive Authentication: Even if not flagged, proactively implement domain authentication to ensure optimal deliverability and future-proof your sending practices.
- Trust Building: Authentication builds trust with ISPs and improves overall email deliverability.
Marketer view
Email marketer from Gmass shares that even if Mailchimp doesn't enforce authentication, not authenticating your domain can negatively impact your deliverability. It helps build trust with email providers.
26 May 2023 - Gmass
Marketer view
Email marketer from StackOverflow explains that domain authentication is essential for all Mailchimp senders to maintain deliverability. This has become standard practice.
16 Mar 2024 - StackOverflow
What the experts say
8 expert opinions
Domain authentication, including SPF, DKIM, and DMARC, is becoming increasingly critical for all email senders, including Mailchimp users, especially with Gmail and Yahoo's updated requirements. Implementing custom DKIM and DMARC is a best practice, and some ESPs are now enforcing it. There's no volume threshold to avoid being considered a bulk sender. Mailchimp is pushing users to clean up authentication, and while warming may not always be needed, domain alignment is essential for deliverability and security. Neglecting authentication can lead to deliverability issues and emails ending up in spam folders.
Key opinions
- Authentication is Critical: Domain authentication (SPF, DKIM, DMARC) is increasingly important for email deliverability.
- Mailchimp's Push: Mailchimp is urging users to improve their authentication practices.
- No Volume Threshold: There's no specific sending volume that exempts senders from authentication requirements.
- Alignment is Key: Domain alignment is a long-standing best practice now being enforced by some ESPs.
Key considerations
- Implement DKIM and DMARC: Use custom DKIM for your client in Mailchimp and implement DMARC in your DNS records.
- Monitor Deliverability: Closely monitor email deliverability and spam placement, especially without authentication.
- Stay Updated on ESP Policies: Keep informed about Mailchimp's evolving authentication policies and requirements.
- Consider Warming: For new clients, starting with a moderate volume (5000-10000 emails) might be suitable without warming, but monitor results.
Expert view
Expert from Email Geeks shares to use authentication with a custom DKIM for the client in Mailchimp, followed by DMARC in the DNS for the brand and that this approach works similarly for most ESPs.
12 Aug 2023 - Email Geeks
Expert view
Expert from Email Geeks explains MailChimp is trying to get everyone to clean up their authentication and are historically inflexible with customers who don’t comply with their requirements. But they are trying to make it as little work as possible for their clients.
29 Sep 2022 - Email Geeks
What the documentation says
5 technical articles
Email authentication, including SPF, DKIM, and DMARC, is widely recommended and increasingly required by major email providers like Google and Yahoo. While Mailchimp may not strictly enforce it for all senders, they strongly encourage it and may flag potential bulk senders who don't authenticate. Failure to authenticate can lead to emails being marked as spam or rejected, negatively impacting deliverability, sender reputation, and overall email security. It's essential to prevent spoofing and phishing.
Key findings
- Google & Yahoo Require Authentication: Google and Yahoo require senders to authenticate their email using SPF and/or DKIM.
- Mailchimp Recommends Authentication: Mailchimp strongly recommends domain authentication for all senders, especially after Gmail and Yahoo's changes.
- Authentication Prevents Spam: Emails that are not authenticated are more likely to be marked as spam or rejected by email providers.
- Security Foundation: Email authentication is a foundational element of email security, preventing spoofing and phishing.
Key considerations
- Implement SPF, DKIM, and DMARC: Set up SPF, DKIM, and DMARC records for your sending domain to authenticate your emails.
- Monitor Sender Reputation: Regularly monitor your sender reputation to ensure your emails are not being flagged as spam.
- Stay Informed: Stay informed about the latest email authentication requirements and best practices from email providers.
- Align with ESP Recommendations: Follow the recommendations of your Email Service Provider (ESP), such as Mailchimp, regarding authentication.
Technical article
Documentation from Yahoo explains that ensure that you set up authentication (SPF, DKIM, and DMARC) for your sending domain. Messages that aren't authenticated might get delivered to spam or get rejected.
23 Sep 2022 - Yahoo
Technical article
Documentation from Microsoft explains that email authentication is the foundation of email security. Setting up SPF, DKIM, and DMARC is essential to prevent spoofing and phishing.
6 Aug 2021 - Microsoft
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