Summary
Gmail displays the 'via' tag, even when DMARC passes, primarily to inform recipients when an email is sent using a third-party service or when there's a discrepancy between the sending domain and the 'From' domain. This visual cue helps users understand the email's origin. Other contributing factors include the presence of a Sender header that differs from the 'From' header, and situations where SPF or DKIM alignment isn't strict, even if DMARC is passing in relaxed mode. Experts recommend testing and ensuring proper domain alignment to minimize the appearance of the 'via' tag.
Key findings
- Third-Party Service: Gmail uses the 'via' tag to indicate that an email was sent through a third-party service on behalf of the 'From' domain.
- Domain Mismatch: The 'via' tag appears when the sending domain and the domain listed in the 'From' address do not match.
- Sender Header Discrepancy: A differing Sender header, compared to the From: header, can cause Gmail to display 'via', signaling a different email origin.
- Relaxed DMARC Alignment: Even with passing DMARC, Gmail may show 'via' if SPF/DKIM alignment is not strict (e.g., using subdomains in relaxed mode).
- Visual Indicator: The 'via' tag serves as a visual indicator to the user about the path the email took, even if authentication is technically passing.
Key considerations
- Domain Alignment: Ensure strict SPF and DKIM alignment between the sending domain and the 'From' address to avoid the 'via' tag.
- Sender Header Management: Carefully manage the Sender header to ensure it is consistent with the 'From' domain, if used at all.
- User Perception: Be mindful that the 'via' tag can impact user trust and perception of email legitimacy, even when the email is properly authenticated.
- Testing is essential: Testing different scenarios to diagnose why a particular email displays the 'via' tag and addressing it is crucial for optimizing deliverability.
- 3rd Party Reputation: Consider the reputation of the third-party sending services you use, as this can influence deliverability even if authentication is correct.
What email marketers say
8 marketer opinions
Gmail displays the 'via' tag even when DMARC passes to indicate that an email was sent through a third-party service or a domain that doesn't exactly match the 'From' address. This serves as a visual cue to users about the email's origin, even if authentication protocols are in place and passing.
Key opinions
- Third-Party Service: The primary reason for the 'via' tag is the use of a third-party sending service.
- Domain Mismatch: Gmail shows 'via' when the sending domain and the 'From' address domain are not identical.
- Visual Cue: The 'via' tag serves as a visual indicator to users about the email's origin, even with successful authentication.
- Sender Header: A Sender header with a different subdomain than the 'From' address can trigger the 'via' display.
Key considerations
- Alignment: Ensure strict SPF and DKIM alignment to minimize the likelihood of the 'via' tag appearing.
- Sender Header: Review and manage the Sender header to match the intended sending domain.
- User Awareness: Understand that even with proper authentication, the 'via' tag can impact user perception of email legitimacy.
- Domain Reputation: Maintaining a strong domain reputation is important even if using 3rd party senders
Marketer view
Email marketer from Super User mentions that Gmail displays 'via' when the sending server's domain doesn't match the 'From' address domain, acting as a visual cue for users regarding the email's origin, even when passing authentication checks.
7 Dec 2021 - Super User
Marketer view
Email marketer from Reddit says that the 'via' tag shows up because the sending server's domain doesn't match the domain in the 'From' address, even if authentication is successful.
1 Oct 2023 - Reddit
What the experts say
2 expert opinions
Experts suggest that Gmail displays 'via' even when DMARC passes due to a potential mismatch between the DKIM signature domain and the From: domain, or the presence of a Sender header that differs from the From: domain. This serves as a visual cue, alerting users to the email's actual origin.
Key opinions
- DKIM/From Mismatch: Gmail shows 'via' when the DKIM signature domain does not match the From: domain, even if DMARC passes in relaxed mode.
- Sender Header: The presence of a Sender header that differs from the From: header might trigger the 'via' display, regardless of authentication status.
- Visual Cue: The 'via' display acts as a visual cue to users, indicating the email's true origin.
Key considerations
- Domain Alignment: Ensure the DKIM signature domain aligns with the From: domain to avoid the 'via' display.
- Sender Header Management: Carefully manage the Sender header to maintain consistency with the From: domain.
- User Perception: Be aware that the 'via' display can impact how users perceive the legitimacy of the email.
- Testing: Testing to identify the specific cause of a particular 'via' case is critical to solving the issue.
Expert view
Expert from Email Geeks suspects that the 'via' display in Gmail might be due to a Sender header, rather than authentication issues. He suggests testing this hypothesis.
25 Aug 2021 - Email Geeks
Expert view
Expert from Word to the Wise explains that Gmail shows 'via' when the DKIM signature domain doesn't match the From: domain, even if DMARC passes in relaxed mode. The 'via' is a visual cue to the user about the email's actual origin.
27 Mar 2024 - Word to the Wise
What the documentation says
5 technical articles
Documentation indicates that Gmail displays 'via' even with passing DMARC to inform recipients that the email was sent through a third-party service, when the sending domain isn't the same as the 'From' domain, or if SPF/DKIM alignment isn't strict. The presence of a different Sender header can also trigger this display, acting as a visual cue regarding the email's source.
Key findings
- Third-Party Sending: Gmail shows 'via' when email is sent by a third-party on behalf of the 'From' address domain.
- Domain Mismatch: The 'via' tag appears when the sending domain and 'From' domain are not the same.
- Alignment Issues: Even with DMARC passing, Gmail may show 'via' if SPF or DKIM alignment is not strict.
- Sender Header: A Sender header differing from the From: header can trigger the 'via' display, indicating a different origin.
Key considerations
- Strict Alignment: Consider implementing strict SPF and DKIM alignment to potentially avoid the 'via' tag.
- Sender Header Review: Evaluate and manage the Sender header to ensure it aligns with the intended sending domain.
- Transparency: Understand that Gmail's display of 'via' is intended to provide transparency about email origins to recipients.
- Reputation Management: Focus on building a strong reputation for your sending domain and IP address.
Technical article
Documentation from AuthSMTP mentions that Gmail displays 'via' when the sending server's domain doesn't match the 'From' address domain, acting as a visual cue for users regarding the email's source.
14 Feb 2024 - AuthSMTP
Technical article
Documentation from DMARC.org explains that even if DMARC passes, Gmail may display 'via' if SPF or DKIM alignment isn't strict. Relaxed alignment allows for subdomains, but Gmail may still show 'via' in these cases.
30 Nov 2023 - DMARC.org
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