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How do SPF, DKIM, DMARC, and dedicated IPs affect email deliverability when using a third-party ESP?

Summary

When sending emails via a third-party Email Service Provider (ESP), understanding how authentication protocols like SPF, DKIM, DMARC, and dedicated IP addresses function is crucial for ensuring your messages reach the inbox. These technical configurations directly influence your sender reputation and, consequently, your email deliverability. Proper setup is key to avoiding spam folders and building trust with mailbox providers.

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What email marketers say

Email marketers often navigate the complexities of email deliverability with third-party ESPs, seeking to understand the practical implications of authentication protocols and IP choices. Their experiences highlight the challenges of technical configuration, especially when an ESP's default settings might not fully support a sender's desired domain alignment. The focus often shifts from pure technical setup to identifying the root cause of deliverability issues, such as specific recipient types or content problems.

Marketer view

A marketer from Email Geeks explains that Recurly's documentation indicates they offer SPF and DKIM signing. This capability is expected to lead to better email deliverability by ensuring emails are properly authenticated. The signing typically occurs using Recurly's own domains, such as recurly.com for production and recurlysandbox.com for sandbox environments. This is a common setup for many ESPs.

28 Jan 2019 - Email Geeks

Marketer view

A marketer from Email Geeks shares insights from their infrastructure team, highlighting a potential issue: if the ESP supports signing only on their own domain, sending from a custom domain might not be fully supported in terms of authentication. This can be a complex technical hurdle for ensuring proper alignment.

28 Jan 2019 - Email Geeks

What the experts say

Experts in email deliverability often emphasize a diagnostic-first approach, asserting that understanding the specific nature and location of deliverability problems is more critical than immediately seeking technical fixes like dedicated IPs. They highlight that while SPF and DKIM are foundational for authentication, DMARC's direct impact on delivery might be marginal, particularly if a policy of p=none is used. Instead, issues frequently stem from content, links, or specific ISP filtering rules.

Expert view

An expert from Email Geeks states that if you are using your own domain for sending, the ESP generally does not need to do much for DMARC beyond ensuring proper SPF and DKIM support. They add that DMARC likely has only a marginal impact on actual email delivery, implying that its primary benefits lie elsewhere, like reporting.

28 Jan 2019 - Email Geeks

Expert view

An expert from Email Geeks notes that based on the provided information, it appears straightforward to implement SPF, and this should definitely be done if not already. However, they indicate that DKIM might be more challenging to set up in certain configurations where the ESP controls the signing domain.

28 Jan 2019 - Email Geeks

What the documentation says

Official documentation from various Email Service Providers and industry resources consistently highlights the importance of SPF, DKIM, and DMARC for email security and deliverability. These protocols are presented as essential tools for authentication, designed to prevent spoofing and build a positive sender reputation. Documentation often provides detailed instructions on how to configure these records within DNS settings, underscoring their role in ensuring messages are delivered to the inbox rather than spam folders.

Technical article

Documentation from Klaviyo Help Center explains that for messages to be successfully delivered, they must pass DKIM and SPF alignment checks according to the DMARC policy. This highlights the critical interdependency of these authentication protocols in the email ecosystem.

10 Aug 2023 - Klaviyo Help Center

Technical article

Documentation from Mailgun states that a DMARC policy instructs Internet Service Providers (ISPs) to reject emails from fraudulent IP addresses that attempt to use your domain. This underlines DMARC's primary role in protecting your domain from spoofing and unauthorized use, enhancing security.

15 Sep 2023 - Mailgun

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