Summary
The 'header.from' and visible 'From:' addresses in emails can differ due to technical reasons or setup. However, ensuring SPF or DKIM alignment with the 'From' domain is crucial for deliverability, as highlighted by experts and email marketers. Consistent and recognizable 'From' addresses build trust. Implementing one-click unsubscribe requires using the 'List-Unsubscribe-Post' header, ideally via HTTPS and including both `mailto:` and HTTP POST options. Experts advise using tools like aboutmy.email to verify email authentication, noting that some platforms may provide inaccurate feedback. Proper setup of SPF, DKIM, and DMARC, as detailed in documentation from Google and Microsoft, is essential to avoid spam filters and improve email delivery rates. Furthermore, the 'Sender:' header should be used when the actual sender is different from the listed author in the 'From:' field.
Key findings
- SPF/DKIM Alignment is Key: Either SPF or DKIM alignment is generally sufficient for DMARC compliance and deliverability.
- Consistent 'From' Address Builds Trust: A recognizable and consistent 'From' address improves sender reputation and deliverability.
- One-Click Unsubscribe Implementation: Use 'List-Unsubscribe-Post' with HTTPS and both `mailto:` and HTTP POST options.
- Importance of Email Authentication: Proper setup of SPF, DKIM, and DMARC is crucial for avoiding spam filters.
- 'Sender:' Header Usage: The 'Sender:' header indicates the actual sender when different from the 'From:' author.
Key considerations
- Check SPF/DKIM Configuration: Regularly verify SPF and DKIM records to ensure proper authentication.
- Maintain a Positive Sender Reputation: Consistently send relevant content and avoid practices that could harm your sender reputation.
- Test Email Authentication: Use tools like aboutmy.email to test and verify email authentication setup.
- Ensure Proper One-Click Unsubscribe: Comply with regulations and best practices for implementing easy unsubscribe options.
- Monitor Deliverability: Regularly monitor email deliverability rates and adjust configurations as needed.
What email marketers say
5 marketer opinions
The 'header.from' address may differ from the 'message from' (visible 'From:') address due to sender setup, forwarding, or other technical reasons. The most crucial aspect is ensuring that the sending domain aligns with SPF and DKIM to prove legitimacy. A recognizable and consistent 'From' address is essential for building trust and improving deliverability, as domain reputation significantly impacts inbox placement. For one-click unsubscribe, it's vital to implement both 'List-Unsubscribe' and 'List-Unsubscribe-Post' headers correctly to comply with regulations, reduce spam complaints, and improve user experience.
Key opinions
- From Address Consistency: A recognizable and consistent 'From' address builds trust and improves deliverability.
- SPF/DKIM Alignment: Ensuring SPF and DKIM alignment with the sending domain is critical for email authentication.
- One-Click Unsubscribe Headers: Implementing both 'List-Unsubscribe' and 'List-Unsubscribe-Post' headers is necessary for one-click unsubscribe.
- Domain Reputation: The reputation of your 'From' domain directly impacts deliverability.
- Header.from Variation: Variations in 'header.from' vs. 'From:' are acceptable if technical configurations are correct.
Key considerations
- Brand Recognition: Ensure the 'From' address is easily recognizable to recipients as your brand.
- Authentication Setup: Properly configure SPF, DKIM, and DMARC records to authenticate your sending domain.
- Compliance: Adhere to email regulations by implementing one-click unsubscribe functionality.
- Syntax Accuracy: Use the correct syntax for 'List-Unsubscribe' and 'List-Unsubscribe-Post' headers.
- Regular Monitoring: Monitor your domain reputation to identify and address any deliverability issues promptly.
Marketer view
Email marketer from Mailgun explains that the 'From' address should be recognizable to the recipient. It should consistently represent your brand or organization, which helps build trust and improves deliverability. Mailgun also mentions best practice is to ensure from address matches the DKIM setup.
10 Sep 2021 - Mailgun
Marketer view
Email marketer from Reddit explains that the 'header.from' is usually the same as 'From:' however the important element is that the domains align with SPF and DKIM to help prove the message is legitimate. It can differ due to sender setup and forwarding but this isn't necessarily harmful if the technical side is configured correctly.
15 Apr 2022 - Reddit
What the experts say
5 expert opinions
The 'header.from' and 'message from' can differ, with the key being proper authentication via SPF and DKIM. Alignment of either SPF or DKIM is generally sufficient for DMARC compliance with Gmail and Yahoo. However, inconsistent 'From' headers without proper authentication can trigger spam filters. One-click unsubscribe should use HTTPS and include both mailto: and HTTP POST methods in the List-Unsubscribe header to enhance user experience and comply with email marketing best practices. Tools like aboutmy.email can help verify alignment, as some dashboards may give false warnings.
Key opinions
- SPF/DKIM Alignment: Either SPF or DKIM alignment is usually sufficient for DMARC compliance.
- Header Inconsistency: Inconsistent 'From' headers without proper authentication can trigger spam filters.
- HTTPS Unsubscribe: One-click unsubscribe links should use HTTPS.
- List-Unsubscribe Header: Functional and accessible List-Unsubscribe headers are necessary.
- Alignment Verification Tools: Third-party tools like aboutmy.email can verify alignment.
Key considerations
- Authentication Methods: Ensure proper configuration of SPF, DKIM, and DMARC.
- DMARC Compliance: Comply with DMARC requirements for improved deliverability.
- User Experience: Implement user-friendly unsubscribe options.
- Header Configuration: Properly configure List-Unsubscribe headers with both mailto: and HTTP POST methods.
- Testing: Regularly test email authentication and unsubscribe processes.
Expert view
Expert from Spamresource.com explains the importance of consistent From: headers in email marketing. They highlight that variations in the `header.from` versus the displayed `From:` address can trigger spam filters if not properly authenticated. Ensuring SPF and DKIM alignment with the sending domain is crucial for deliverability.
26 Nov 2022 - Spamresource.com
Expert view
Expert from Word to the Wise emphasizes the necessity of including a functional and easily accessible List-Unsubscribe header. They recommend implementing both mailto: and HTTP versions, with preference given to one-click unsubscribe via HTTP POST. This enhances user experience and complies with best practices for email marketing.
27 May 2022 - Word to the Wise
What the documentation says
4 technical articles
The 'header.from' and 'sender' fields can differ; the 'From:' field specifies the author, while 'Sender:' indicates who transmitted the message. Proper email authentication with SPF, DKIM, and DMARC is essential for deliverability to Gmail accounts, helping to verify sender identity and prevent spoofing. Implementing one-click unsubscribe involves using the 'List-Unsubscribe-Post' header as defined by RFC, enabling recipients to unsubscribe with a single click, improving user experience and reducing spam complaints. Microsoft Learn provides guides for setting up DKIM, including key generation and DNS record addition.
Key findings
- From vs. Sender: 'From:' indicates author, 'Sender:' indicates transmitter.
- Email Authentication: SPF, DKIM, and DMARC are crucial for deliverability to Gmail.
- One-Click Unsubscribe: 'List-Unsubscribe-Post' header enables one-click unsubscribe.
- DKIM Setup: Microsoft provides steps for setting up DKIM.
Key considerations
- Header Usage: Use 'Sender:' only when the sender differs from the author.
- Authentication Implementation: Implement SPF, DKIM, and DMARC for all outgoing emails.
- User Experience: Prioritize easy unsubscribe options to improve user satisfaction.
- Technical Guidance: Follow Microsoft's guidelines for setting up DKIM correctly.
Technical article
Documentation from RFC Editor explains that the 'From:' header field specifies the author(s) of the message. The 'Sender:' field is used when the actual transmission of the message was performed by someone other than the author listed in the 'From:' field. If the sender field is used it should contain the e-mail address of the agent responsible for the actual transmission. The from can be different from the sender if the sender is acting on behalf of the from.
25 Dec 2023 - RFC Editor
Technical article
Documentation from Microsoft Learn provides detailed steps on setting up DKIM for your sending domain. It includes instructions on generating DKIM keys, adding DNS records, and enabling DKIM signing in Microsoft 365.
22 Jul 2021 - Microsoft Learn
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