Summary
When managing email marketing for multiple business locations or brands using a single Mailchimp account, ensuring proper DMARC and DKIM authentication for each distinct sending domain is critical. A common challenge arises when one domain's authentication fails, potentially leading to Mailchimp substituting the sender's address or impacting email deliverability. This necessitates a clear understanding of Mailchimp's domain verification process and the fundamental principles of DMARC and DKIM.
Key findings
- Individual Authentication: Each domain used for sending emails in Mailchimp requires its own explicit authentication to ensure deliverability and proper sender identity.
- Mailchimp's Role: Mailchimp will automatically substitute the "From" address with an alternate one if the sending domain is not properly verified within their system.
- DMARC Policy Impact: While a DMARC policy set to p=none or p=quarantine provides monitoring, it does not offer protection against spoofing or phishing without moving to a stricter p=reject policy.
- Reputation Separation: Generally, the reputation of one domain failing authentication does not directly affect the deliverability of a separately authenticated domain, even if managed from the same ESP account. Each domain builds its own reputation.
Key considerations
- Verify All Domains: Ensure every sending domain, including subdomains if used, is added and verified within your Mailchimp account. This is the first step to prevent Mailchimp from substituting your From address.
- DNS Record Accuracy: Carefully implement the required CNAME and TXT records in your DNS for each domain as provided by Mailchimp. You can verify your DMARC, DKIM, and SPF setup.
- Monitor DMARC Reports: Utilize DMARC aggregate reports to monitor the authentication status of your legitimate email senders. This data is crucial before moving to a stricter DMARC policy.
- Policy Enhancement: Gradually enhance your DMARC policy from p=none to p=quarantine and finally p=reject for robust protection.
- Troubleshoot Substitutions: If Mailchimp is still using an alternate From address, it indicates that the domain for that specific address is likely not fully verified or authenticated within Mailchimp.
What email marketers say
Email marketers often face practical challenges when managing multiple domains within a single ESP, particularly with services like Mailchimp. The perceived simplicity of having one account for various brands can quickly turn complex when authentication protocols like DKIM and DMARC come into play. Marketers frequently express concerns about how one domain's issues might spill over and affect others, or how to prevent the ESP from overriding their desired sender address.
Key opinions
- Multi-Domain Complexity: Many marketers find it confusing to manage DMARC and DKIM for multiple domains, especially when the domains might have interdependencies like redirects.
- Verification Crucial: There's a strong consensus that explicitly checking Mailchimp's domain verification status for every single sending domain is a primary diagnostic step.
- From Address Issues: Marketers frequently report Mailchimp substituting the sender's email address, indicating an unauthenticated domain as the root cause.
- Reputation Concerns: Some marketers worry that a completely failed domain's reputation might negatively impact the deliverability of other, properly authenticated domains within the same account.
Key considerations
- Comprehensive Mailchimp Audit: Thoroughly review all domains added to Mailchimp and confirm their verified status to ensure proper authentication.
- Preventing Substitution: Prioritize full domain verification for all sending domains to prevent Mailchimp from substituting the From address.
- Holistic Deliverability: Address all foundational deliverability aspects to avoid emails going to spam. For a comprehensive guide, refer to why your emails are going to spam.
- Troubleshooting DMARC: For specific issues with Mailchimp and DMARC, resources like how to fix DMARC issues with Mailchimp can be very helpful.
Marketer view
Marketer from Email Geeks notes that managing two separate subscriber lists for different physical stores, even under one Mailchimp account, can lead to distinct domain authentication challenges.
Marketer view
Marketer from x10Hosting community confirms that Mailchimp requires installing specific CNAME records to set up DKIM for emails sent on your behalf.
What the experts say
Email deliverability experts consistently highlight the foundational importance of proper domain authentication, especially when leveraging third-party email service providers like Mailchimp for multiple domains. They emphasize that while DMARC, DKIM, and SPF are industry standards, the practical application within a specific ESP often boils down to correctly configuring and verifying each domain according to the provider's instructions. Experts also clarify common misconceptions about how domain reputation propagates across different sending identities.
Key opinions
- Mailchimp Verification Primary: The core issue for Mailchimp users with multiple domains is typically whether each domain is properly added and verified within the Mailchimp platform itself.
- Policy vs. Authentication: DMARC policy levels (e.g., p=none) are distinct from the initial domain authentication process required by an ESP; they indicate security posture, not a specific ESP setup failure.
- Separate Reputations: For the most part, separate domains maintain separate reputations, even if originating from the same Mailchimp account, unless there's shared infrastructure or other linking factors.
- DNS Foundation: Accurate DNS records (CNAME, TXT) are the fundamental building blocks for Mailchimp's authentication of any domain.
Key considerations
- Confirm Mailchimp Authentication: Ensure that Mailchimp's specific verification steps for each domain have been fully completed and confirmed. For a broader overview of how to set up DMARC for multiple senders, review relevant guides.
- Understand Mailchimp's Requirements: Familiarize yourself with Mailchimp's unique DNS record requirements, especially regarding DKIM. Note that you generally should not add Mailchimp to your SPF record.
- Focus on Core Issues: Prioritize resolving the Mailchimp domain verification before escalating to general DMARC policy concerns.
- About Authentication: For a deeper dive, consider Mailchimp's documentation about email domain authentication.
Expert view
Expert from Email Geeks asks if both stores use the same domain, which is a critical first step in diagnosing multi-domain issues.
Expert view
Expert from Spamresource discusses that comprehensive email authentication involves careful alignment of SPF, DKIM, and DMARC for optimal delivery.
What the documentation says
Official documentation from Mailchimp and email authentication standards bodies provides the authoritative framework for verifying domains and implementing DMARC, DKIM, and SPF. These resources clearly define the technical steps required, from adding specific DNS records to understanding the implications of different DMARC policies. Following these guidelines precisely is fundamental to achieving optimal email deliverability and maintaining sender reputation, especially for businesses operating with multiple sending domains.
Key findings
- Required Records: Mailchimp authentication requires adding both CNAME and TXT records to your domain's DNS configuration.
- Self-Authentication Benefit: Setting up your own DKIM authentication through Mailchimp prevents the platform from displaying its own domain information in your emails.
- Gradual DMARC Enforcement: Best practices for DMARC recommend starting with a monitoring policy (p=none) before moving to stricter enforcement (p=quarantine or p=reject).
- Free Domain Limitation: Domains from free email providers (e.g., Yahoo, Gmail) generally cannot be added for authentication in Mailchimp.
Key considerations
- Follow Official Steps: Always adhere to Mailchimp's precise instructions for domain authentication. For a comprehensive guide on setting up DMARC, SPF, and DKIM, consult our resources.
- DNS Accuracy: Ensure DNS records are entered exactly as specified by Mailchimp. Incorrect entries can prevent successful verification and cause deliverability issues.
- Phased DMARC Implementation: Before enforcing strict DMARC policies, thoroughly monitor reports to confirm all legitimate mail streams are authenticated. Learn how to safely transition your DMARC policy.
- Authentication Protocols: Refer to Mailchimp's best practices on email authentication protocols for security to ensure comprehensive protection and deliverability.
Technical article
Mailchimp documentation states that email domain authentication requires adding CNAME and TXT records to your domain's DNS.
Technical article
Mailchimp's "Verify an Email Domain" documentation explains that domains from free email providers cannot be added for authentication.
Related resources
7 resources
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