Do small email senders need their own SPF/DKIM records or can they rely on their ESP?
Matthew Whittaker
Co-founder & CTO, Suped
Published 17 Apr 2025
Updated 17 Aug 2025
9 min read
When you're a small email sender, managing tens or hundreds of subscribers rather than thousands or millions, it's easy to wonder if the technical complexities of email authentication apply to you. I often hear questions about whether it's truly necessary for small businesses or individuals to set up their own Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) records, or if relying on the email service provider (ESP) is sufficient.
The landscape of email deliverability is constantly evolving, with major mailbox providers like Google and Yahoo recently implementing stricter authentication requirements. While these changes primarily target bulk senders, the underlying principles of email security and sender reputation apply to everyone. My goal is to demystify this area and help you understand the best approach for your specific needs, without unnecessary alarm.
For years, many small senders have successfully sent emails by simply using their ESP's default authentication settings. However, the move towards a more secure email ecosystem means that what worked in the past might not be optimal, or even sufficient, for ensuring your messages reach the inbox today and in the future. We need to look at how these authentication protocols work and what they truly mean for your sending practices.
Email authentication protocols like SPF and DKIM are fundamental to verifying that an email is legitimate and hasn't been tampered with. They act as digital seals of approval, telling receiving mail servers that the email truly came from your domain and wasn't spoofed by malicious actors. Without these, your emails are more likely to be flagged as spam or rejected outright.
SPF (Sender Policy Framework) is a DNS TXT record that lists which IP addresses are authorized to send email on behalf of your domain. When a receiving server gets an email, it checks the SPF record to see if the sending IP is on the allowed list. If it isn't, the email might fail SPF authentication, leading to delivery issues. DKIM (DomainKeys Identified Mail), on the other hand, adds a digital signature to your outgoing emails, allowing the receiving server to verify that the email's content hasn't been altered in transit and that it originated from the domain specified in the signature.
Both SPF and DKIM are critical for building a good sender reputation. They work in tandem with DMARC (Domain-based Message Authentication, Reporting & Conformance), which is a policy layer that tells receiving servers what to do with emails that fail SPF or DKIM checks, and provides reports back to the sender. This suite of protocols helps prevent email spoofing, phishing, and enhances overall email deliverability. For a more detailed look into these protocols, you can consult a definitive guide to implementing SPF, DKIM, and DMARC.
Example SPF recordDNS
v=spf1 include:_spf.example.com ~all
Relying on your ESP's authentication
Many small senders, especially those new to email marketing, often start by relying on their ESP's default authentication. This means the ESP uses its own SPF and DKIM records to sign your emails. For example, if you send an email from yourdomain.com, the email might be signed with the ESP's domain, such as espsending.net. This approach can work because you leverage the ESP's established sender reputation, particularly if they manage high volumes of mail and have a good standing with mailbox providers.
However, relying solely on your ESP's authentication means your domain isn't fully aligned with the authentication process. While the ESP's domain might pass SPF or DKIM, your "From" domain, the one recipients actually see, might not be explicitly authenticated by your own records. This can lead to a phenomenon known as identifier mismatch, which can negatively impact deliverability.
A crucial point is that even if your ESP handles the SPF and DKIM for their sending domain, you must always use your own domain in the "From" header. Using a generic free email address, like yourname@gmail.com, for marketing or transactional emails is a major red flag for mailbox providers and will significantly hurt your deliverability. Ensure your "From" address reflects your owned domain.
ESP-managed authentication
Ease of setup: Minimal technical configuration on your end, as the Mailgun or other ESP handles it.
Shared reputation: You benefit from the ESP's IP and domain reputation.
Immediate sending: Can start sending quickly without waiting for DNS propagation.
Self-managed authentication
Full domain alignment: Your "From" domain passes SPF and DKIM directly.
Stronger brand identity: Authentication is tied to your brand, not the ESP.
DMARC control: Allows you to implement and enforce DMARC policies.
Why self-authentication is becoming essential
Despite your sending volume, the consensus among deliverability experts is that all senders, including small ones, should set up their own SPF and DKIM records. The recent mandates from mailbox providers underscore this, as they aim to improve the overall trustworthiness of the email ecosystem. While the strictest rules apply to "bulk senders" (often defined as sending 5,000+ emails per day), the underlying shift in how mailboxes evaluate incoming mail impacts everyone.
Even with a tiny list, establishing your own authentication provides significant long-term benefits. It allows you to build your domain's individual reputation, independent of the ESP's shared resources. If you're on a shared IP pool, your deliverability is influenced by other senders using that same IP. By having your own SPF and DKIM, your domain itself becomes a stronger signal of legitimacy, making it easier for mailbox providers to trust your emails.
Failing to properly authenticate with your own domain increases the risk of your emails landing in the spam folder or being rejected. Receivers are increasingly strict, and unauthenticated mail is viewed with suspicion. This isn't about scaring small senders, but rather about preparing for the future. The trend is clearly towards stronger authentication requirements for all, so proactively setting up your records ensures your deliverability remains robust. For instance, it is highly recommended to use both SPF and DKIM for protection and deliverability.
Moreover, if your domain ever ends up on an email blacklist (or blocklist), whether due to your own sending practices or issues with shared IPs, having your own authentication (especially DMARC) gives you more control over how your emails are handled. It provides clear signals to mailbox providers and helps in the process of delisting or recovery. If you're concerned about your domain or IP being listed, our blocklist checker can help you monitor your status.
The risks of unauthenticated sending
Relying solely on your ESP's authentication without setting up your own domain's SPF and DKIM records, especially with the tightening requirements from major mailbox providers, can lead to significant deliverability challenges. Your emails may be flagged as suspicious, land in spam folders, or be rejected entirely, impacting your ability to reach your audience effectively.
Setting up your own SPF and DKIM
Setting up your own SPF and DKIM records is usually a straightforward process that your ESP will guide you through. Most ESPs provide specific instructions and the necessary DNS records (TXT records) that you need to add to your domain's DNS settings. This typically involves copying a few lines of text from your ESP's dashboard and pasting them into your domain registrar's DNS management interface.
Once SPF and DKIM are in place, the next logical step is to implement DMARC. Even a basic DMARC policy set to "none" (p=none) with reporting enabled can provide invaluable insights into how your emails are being authenticated and handled by receiving servers. Our free DMARC record generator tool can assist with this initial setup. While some ESPs might recommend against it for small senders, the benefits of owning your authentication outweigh the minimal effort involved.
Ultimately, the effort to set up your own SPF, DKIM, and DMARC records is a small investment in the long-term health of your email program. It ensures that your brand identity is consistently authenticated, improves deliverability, and protects your domain reputation. Even for small senders, it's a critical step towards maximizing your email reach and effectiveness.
Log in to your ESP account: Navigate to the sending domain or authentication settings section. You might find this under 'Settings', 'Domains', or 'Deliverability'.
Find authentication records: Your ESP will provide unique SPF and DKIM records (typically TXT records) that need to be added to your domain's DNS.
Access your domain's DNS settings: Log in to your domain registrar (e.g., GoDaddy, Cloudflare, etc.) and find the DNS management section.
Add the records: Create new TXT records and paste the values provided by your ESP. For DKIM, you'll typically copy a name (selector) and a value.
Verify the setup: Most ESPs have a verification button to confirm the records are correctly published.
Views from the trenches
Best practices
Always use your own domain in the 'From' header, even if your volume is low.
Configure your own SPF and DKIM records directly in your domain's DNS.
Implement a DMARC record, starting with a 'p=none' policy, to gain visibility.
Common pitfalls
Relying solely on ESP's authentication without setting up your own domain's records.
Using a free email address (e.g., Gmail, Yahoo) in the 'From' header.
Not understanding that authentication is becoming mandatory for all senders, regardless of volume.
Expert tips
Ensure your DMARC records account for all email channels, including 1:1 emails.
Be proactive in setting up authentication, as requirements will continue to tighten.
Even small senders can build a strong domain reputation with proper authentication.
Marketer view
Marketer from Email Geeks says that SPF and DKIM are required for all senders.
2024-01-24 - Email Geeks
Marketer view
Marketer from Email Geeks says that SPF or DKIM email authentication should be done for your sending domains, not with ESP domains.
2024-01-24 - Email Geeks
Building a resilient email strategy
For small email senders, the question isn't whether you *can* rely on your ESP for SPF and DKIM, but whether you *should*. While ESPs provide a baseline level of authentication, the evolving email landscape increasingly demands that senders take ownership of their domain's authentication. This means setting up your own SPF and DKIM records directly on your domain.
Implementing your own authentication might seem like an added technical burden, but it's a proactive step that protects your sender reputation, enhances deliverability, and aligns your email sending with industry best practices. It empowers you to build a strong, independent domain reputation and ensures your messages are consistently trusted by mailbox providers, regardless of your sending volume. This approach secures your email future and minimizes the risk of your valuable messages ending up in the spam folder.
Mailgun or other ESP handles it.
GoDaddy, Cloudflare, etc.) and find the DNS management section.
