What does "deprecating Sender Score DNS lookup" mean?

Validity has transitioned from broad public access to a registered access model for their Sender Score DNS lookups, especially for high-volume queries. This means you may need to register your querying IP addresses or set up a local DNS server to maintain consistent access.

How can I continue to access Validity Sender Score data?

The primary solution is to set up your own local DNS server and then register the IP addresses of these servers with Validity. This ensures your queries are recognized and processed correctly without being throttled by public resolvers.

Is IP reputation still important, or is domain reputation more critical now?

While IP reputation is still a factor, the industry is increasingly emphasizing domain reputation due to stricter requirements from mailbox providers. Implementing SPF, DKIM, and DMARC is crucial for a strong domain reputation and overall deliverability.

Should I use public DNS resolvers or local DNS for email reputation lookups?

For DNS lookups like those for Sender Score, it's best to use a local caching, non-forwarding DNS server to avoid issues with public resolvers being blocked or returning inaccurate data.

Can I still check my Sender Score with Validity?

You can still check your Sender Score by setting up a local DNS server and registering its IP with Validity. While the method of access has changed, the underlying service for monitoring your email reputation remains available.

How to resolve Validity sender score DNS lookup deprecation? - Sender reputation - Email deliverability - Knowledge base

The world of email deliverability is constantly evolving, and keeping pace with changes from major players like Validity is crucial. Recently, many of us noticed a shift in how Sender Score DNS lookups via score.senderscore.com are handled. What was once broadly accessible seems to have tightened up, pushing users towards a more registered access model. This change, while perhaps aimed at managing query volume, has certainly sparked discussions among email professionals.

This isn't an outright deprecation of the lookup itself, but rather a shift in the access method. Instead of relying on public DNS resolvers, Validity now encourages or requires registration for high-volume queries. For those of us who regularly check IP reputation and sender metrics, this adjustment necessitates a change in approach to ensure continuous access to the data.

My goal here is to help you understand what this change means for your email program and, more importantly, how to adapt. We'll explore the implications for your sender score and overall deliverability, and then walk through the practical steps you can take to maintain your monitoring capabilities.

Understanding the change in Validity's DNS lookups

The shift in Validity's Sender Score DNS lookup service primarily affects how high-volume users access their reputation data. Previously, many relied on standard public DNS resolvers for queries to score.senderscore.com. Now, to mitigate excessive queries and ensure data integrity, Validity has moved to a registration-based model for consistent access.

This approach is not entirely new in the realm of email reputation services. Other data providers, like Spamhaus, have long implemented similar strategies, blocking free resolvers and encouraging registration for those needing extensive access. It’s a way for these services to manage their infrastructure load and ensure that legitimate, high-volume users can receive reliable data without being throttled.

For users with low query volumes, the service might still function as before, but for anyone performing frequent or automated lookups, registration becomes a necessity. This ensures that your queries are recognized and processed correctly, preventing potential issues that could arise from using unregistered or public resolvers that are now being filtered.

Why the change?

Validity's decision to require registration for higher-volume DNS lookups for their Sender Score (or any blocklist or blacklist) data is primarily to manage the load on their systems and ensure service stability. Public DNS resolvers can generate a vast number of queries, making it difficult to differentiate legitimate, consistent users from those who might be misusing the service or generating excessive, uncontrolled traffic. By requiring registration, Validity (like other providers) can better control access, provide more reliable data to registered users, and potentially offer more tailored services.

Impact on sender score and deliverability

The immediate impact of this change for many senders is a potential disruption in their ability to quickly check their Sender Score via automated or script-based DNS queries. If your systems were configured to use public resolvers for this purpose, you might suddenly find that the queries are being blocked or are returning unreliable data.

While IP reputation (which Sender Score primarily reflects) remains a factor in deliverability, the industry is increasingly emphasizing domain reputation. Mailbox providers like

Google and

Yahoo are focusing more on domain-level authentication and sending practices, making a strong domain reputation paramount for inbox placement. This doesn't mean IP reputation is irrelevant, but rather that it's one piece of a larger puzzle.

The key takeaway here is to ensure your reputation monitoring includes both IP and domain health. If you rely heavily on Sender Score data for your IP reputation, you'll need to adjust your setup to maintain that visibility. Neglecting these signals, whether IP-based or domain-based, can lead to your emails being blocklisted (or blacklisted) or routed to spam folders.

Old approach: public resolvers

Access method: Queries via common public DNS services (e.g., Cloudflare's 1.1.1.1, Google's 8.8.8.8, OpenDNS).
Simplicity: Quick and easy to set up for basic checks, often requiring no special configuration.
Scalability issues: Prone to throttling or inaccurate results for automated or high-volume queries due to overuse.

New approach: registered access

Access method: Requires registering your querying IP addresses with Validity for continued access.
Reliability: Provides more consistent and accurate data for high-volume users, avoiding filtering.
Configuration: May involve setting up local DNS servers or specific resolver configurations.

Practical solutions for continued access

To continue accessing Validity Sender Score data reliably, especially for automated systems or high query volumes, the most effective solution is to set up a local DNS server and register its IP addresses with Validity. This allows you to bypass the public resolver filtering and receive accurate results directly from Validity's zones. It's a method that provides more control and stability over your DNS lookups.

Configuring a local caching, non-forwarding DNS server means that your queries for Sender Score data will originate from an IP address that Validity recognizes and trusts. This is similar to how Spamhaus operates, where registered IPs gain unhindered access to their blocklist (or blacklist) data. Setting up redundant DNS servers and placing them within a DMZ (demilitarized zone) for internal queries can further enhance security and reliability.

Once your local DNS servers are operational, the crucial next step is to contact Validity and register the IP addresses of these servers. This simple registration process ensures that your queries are whitelisted, allowing for consistent and accurate data retrieval. Even for low-volume senders who were previously experiencing issues using public resolvers, this method has proven to resolve the problem.

Example: simple BIND9 installation (Linux)YAML

bind9_install:
  pkg.installed: 
    - pkgs:
      - bind9
      - dnsutils

/etc/bind/named.conf.options:
  file.managed:
    - source: salt://bind9/named.conf.options
    - require:
      - pkg: bind9_install
    - watch_in:
      - service: bind9_service

bind9_service:
  service.running:
    - name: bind9
    - enable: True
    - watch:
      - file:/etc/bind/named.conf.options

Resolver type	Pros	Cons
Public DNS resolvers	Easy to set up for casual lookups; no special configuration needed initially.	Prone to throttling or inaccurate results for frequent queries; unreliable for automated systems due to filtering.
Local DNS resolvers (registered)	Provides consistent, reliable access to data; enables unhindered automated queries; enhances security by keeping queries internal.	Requires initial setup and maintenance of a local DNS server; needs registration of IPs with Validity.

Beyond IP reputation: focusing on domain health

While resolving Sender Score DNS lookup issues is important for monitoring, it's equally critical to remember that IP reputation is only one part of the email deliverability equation. The industry's growing emphasis is on domain reputation, driven by stricter requirements from major mailbox providers.

To ensure your emails consistently reach the inbox, focus on robust email authentication protocols. Implementing and maintaining Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and DMARC are non-negotiable. These protocols help mailbox providers verify your sending legitimacy and protect your domain from spoofing and phishing attacks. You can find comprehensive guides on how to implement them, for example, on the DMARCLY blog.

Additionally, regularly monitor your domain for blocklist (or blacklist) listings, maintain a clean email list, and ensure your content practices are optimized for engagement. These factors collectively contribute to a strong sender reputation, which is now more critical than ever for reliable email delivery.

Best practices for domain reputation

Implement SPF, DKIM, and DMARC: These are fundamental for email authentication. Ensure your records are correctly configured and SPF records don't exceed the 10-DNS lookup limit. A DKIM signature adds another layer of security. Remember that you must avoid too many DNS lookups in your SPF records.
Monitor DMARC reports: Regularly analyze your DMARC reports to identify authentication failures and unauthorized sending.
Maintain list hygiene: Remove inactive subscribers, spam traps, and invalid addresses to reduce bounces and spam complaints.
Engage your audience: Send relevant content that encourages opens, clicks, and replies, signaling positive engagement to mailbox providers.

Views from the trenches

Best practices

Always register your sending IP addresses with Validity if you require consistent and automated access to their Sender Score DNS lookup service. This prevents issues with public DNS resolvers.

For optimal reliability, set up local DNS servers. This gives you direct control over your queries and ensures accurate reputation data without external throttling.

Place your local DNS servers within a DMZ. This enhances security by isolating them from your primary network while still allowing necessary queries.

Even if you are a low-volume sender, using public resolvers for Sender Score queries might still lead to inaccurate results. A local, registered DNS setup ensures correct data.

Prioritize domain reputation over solely relying on IP reputation. Implement and monitor SPF, DKIM, and DMARC for comprehensive email authentication and deliverability.

Common pitfalls

Continuing to use public DNS resolvers for automated Sender Score queries will likely lead to blocked or inaccurate results from Validity.

Neglecting to register your querying IP addresses with Validity will result in inconsistent or denied access, impacting your ability to monitor your IP reputation.

Failing to set up a local DNS caching server can leave you vulnerable to public resolver limitations and potential throttling from reputation services.

Focusing exclusively on IP reputation metrics like Sender Score while ignoring domain-level authentication (SPF, DKIM, DMARC) is a common mistake.

Not having redundant local DNS servers can introduce a single point of failure, disrupting your ability to access crucial reputation data.

Expert tips

Consider using Unbound or similar software for your local DNS server for a lightweight, secure, and performant solution.

Automate the process of registering and updating your querying IPs with Validity to avoid manual oversight and maintain continuous access.

Integrate Sender Score monitoring with your broader email deliverability analytics for a holistic view of your sending health.

Regularly audit your DNS configurations to ensure they comply with all authentication standards and reputation service requirements.

Engage directly with Validity's support if you encounter persistent issues after setting up your local DNS and registering IPs.

Expert view

Expert from Email Geeks says that Validity has effectively deprecated broad public access to their Sender Score DNS lookups, moving towards a registered access model.

2024-07-31 - Email Geeks

Expert view

Expert from Email Geeks says that for consistent access, it's best to register your accessing IPs with Validity, as they are now similar to other data providers requiring registration for high-volume users.

2024-07-31 - Email Geeks

Maintaining deliverability in an evolving landscape

Navigating the evolving landscape of email deliverability requires adaptability. The shift in Validity's Sender Score DNS lookup service from widespread public access to a registered model underscores the importance of proactive management of your email infrastructure.

By understanding the reasons behind this change and implementing practical solutions like setting up local DNS servers and registering your querying IPs, you can ensure continued access to valuable IP reputation data. This allows you to maintain visibility into a key aspect of your sender health, even as the industry moves towards a greater focus on domain-level reputation.

Ultimately, combining robust IP reputation monitoring with strong domain authentication and responsible sending practices is the most effective strategy for ensuring your emails consistently reach the inbox. Staying informed and agile in response to these changes will be critical for your ongoing email program success.