Summary
The 'via' message in Gmail appears when an email's sender domain (the domain visible to the recipient) does not align with the actual sending domain used for authentication. This often happens when a third-party email service provider (ESP) sends emails on your behalf, and the domains in your email headers (like the `From` address, Return-Path, and DKIM signature) do not perfectly match. Removing this 'via' message is crucial for maintaining a professional brand image and enhancing recipient trust. While it might seem complex, proper configuration of your email authentication records, particularly SPF and DKIM, on your sending subdomain is key to resolving it. This page compiles insights from marketers, experts, and technical documentation to provide a comprehensive guide to understanding and eliminating the 'via' tag.
Key findings
- Alignment requirement: The 'via' message in Gmail typically indicates a misalignment between the `5322.From` (the visible 'From' address) and either the `5321.From` (Return-Path) domain or the DKIM signing domain (`d=` tag).
- Return-Path significance: Historically, aligning the `5321.From` (Return-Path) domain with the `5322.From` domain was considered the primary method to remove the 'via' tag.
- DKIM's role: Authenticating your domain by ensuring your DKIM signature's `d=` tag matches your `5322.From` domain is a widely effective method for eliminating the 'via' message.
- SPF alignment: There are observations that achieving proper SPF alignment alone, particularly at the Return-Path level, can also remove the 'via' indicator.
- Subdomain benefits: Using a subdomain for sending email is a best practice for deliverability and reputation management, as it isolates sending activity from your main domain.
Key considerations
- ESP configuration: Your Email Service Provider (ESP) must support custom Return-Path domains or allow you to configure DKIM records for your sending domain, not just their own.
- Domain ownership: The ability to remove the 'via' message fundamentally relies on you having control over the domains used for authentication and ensuring they match the visible sender domain.
- Multiple alignment paths: While DKIM alignment is highly effective, aligning SPF (specifically the `Return-Path` or `Mail-From` domain) can also sometimes achieve the desired outcome, offering alternative solutions.
- Continuous monitoring: Email authentication standards and how Gmail interprets them can evolve, so regular testing and monitoring of your email headers are important. Learn more about Gmail's display of sender information on Word to the Wise.
What email marketers say
Email marketers frequently encounter the 'via' message issue, especially when leveraging third-party email sending platforms. Their discussions often revolve around the practical steps to configure their domains and ESPs to achieve the necessary alignment. While some initially believe the 'via' message is an unavoidable consequence of using a subdomain or an ESP, many discover that proper authentication setup can indeed eliminate it, enhancing their brand's credibility and recipient trust. Their experiences highlight the importance of understanding the nuances of SPF, DKIM, and Return-Path alignment.
Key opinions
- Initial confusion: Many marketers initially assume that sending email via a subdomain in G Suite will inherently result in the 'via' message, questioning if there's any way to remove it.
- Domain matching: There is a strong belief that the visible 'From' domain (`5322.From`) needs to precisely match the Return-Path domain (`5321.From`) to eliminate the 'via' tag.
- DKIM as a solution: Marketers have successfully removed the 'via' message by ensuring their DKIM key is signed for the domain displayed in the 'From' address, even if the Return-Path domain is different.
- SPF's surprising role: Some marketers have observed that solely achieving SPF alignment (without explicit DKIM alignment) can also lead to the removal of the 'via' message in Gmail.
- Branded sending domains: A key strategy for marketers is to move to a branded sending domain to remove ESP-specific 'via' messages and improve overall deliverability. This practice is often encouraged by platforms like Klaviyo.
Key considerations
- ESP limitations: If an ESP does not offer custom Return-Path domains or full DKIM control, marketers may find it impossible to remove the 'via' message.
- Historical changes: Marketers acknowledge that Gmail's criteria for displaying the 'via' message can change over time, requiring ongoing adaptation of authentication strategies.
- Impact on brand perception: The 'via' tag is often seen as detrimental to brand perception, making its removal a high priority for many marketing teams concerned about trust and professionalism.
- Subdomain setup: Marketers recognize the strategic advantage of using subdomains for email, as discussed in detail regarding creating sender email addresses for new subdomains, to isolate deliverability issues and protect their main domain's reputation.
Marketer view
Email marketer from Email Geeks asked about the persistent 'via' message when sending from a subdomain in G Suite, wondering if it's possible to remove it entirely or if it's a permanent fixture with direct domain usage.
Marketer view
Email marketer from Email Geeks inquired about the DKIM key setup, specifically whether it matched the primary domain or the bounce subdomain, as this influences the 'via' display.
What the experts say
Email deliverability experts highlight that the 'via' message is fundamentally about ensuring a strong and consistent sender identity through authentication. They delve into the technical specifications of email headers, like `5321.From` and `5322.From`, and the critical roles of SPF and DKIM. While there have been historical nuances in how Gmail displays this tag, the core principle remains that proper domain alignment and robust authentication are non-negotiable for sender trustworthiness. Experts also explore the evolution of Gmail's display criteria and the optimal strategies for mitigating the 'via' tag's appearance.
Key opinions
- Return-Path alignment is key: To remove the 'via' message in Gmail, the `5321.From` (Return-Path) domain must match the `5322.From` (visible From) domain.
- No matching, no removal: If it's impossible to make the `5321.From` and `5322.From` domains identical, the 'via' message cannot be removed.
- Historical consistency: The rule for removing the 'via' message by signing with your own DKIM `d=` domain or using a custom SPF domain has been in effect since at least 2011/2012.
- DKIM or SPF custom domains: Utilizing either your own DKIM `d=` domain or a custom SPF domain is sufficient to make the 'via' message disappear.
- Alignment triggers: The 'via' qualifier is added when there's a discrepancy between the 'From' header domain and the domain that authenticated the message (either via SPF or DKIM). Understanding these alignment principles is key to optimizing email deliverability when changing subdomains.
Key considerations
- Gmail's evolving display: While consistent for a decade, how Gmail interprets alignment might have subtle changes over time, warranting ongoing testing and observation.
- DKIM's central role: Even when Return-Path domains are aligned, some experts suggest that DKIM signing is still a necessary component for consistently removing the 'via' message.
- Trust and reputation: The presence of the 'via' tag can diminish recipient trust, making its removal a crucial step for improving Gmail domain reputation and overall deliverability.
- Domain authentication specifics: Detailed insights on how Gmail processes the 'via' tag based on SPF and DKIM authentication domains are available on Word to the Wise, providing historical context and technical understanding.
Expert view
Email deliverability expert from Email Geeks advised that for the 'via' message to be removed, the `5321.From` (return-path) domain must precisely match the `5322.From` display domain.
Expert view
Email deliverability expert from Email Geeks further clarified that if the return-path and display domains cannot be made identical, then removing the 'via' message will not be possible.
What the documentation says
Official documentation from various email service providers and industry bodies consistently emphasizes the importance of robust email authentication (SPF, DKIM, and DMARC) for deliverability and sender identity. They outline the technical requirements for setting up custom sending domains and subdomains, which directly impact the presence of the 'via' message. These resources explain how proper DNS record configuration and alignment ensure that emails are perceived as legitimate by receiving mail servers like Gmail, thereby removing the need for a 'via' annotation.
Key findings
- Authentication necessity: Gmail requires proper email authentication for all bulk messages, and this authentication is directly tied to whether a 'via' message is displayed or emails are blocked.
- Branded sending domain setup: Moving to a branded sending domain is explicitly stated as a method to remove the 'via' message that often appears when sending through third-party services.
- Subdomain purpose: Email subdomains are described as prefixes to your main domain, serving to segment email traffic and protect the main domain's reputation.
- Reputation isolation: Sending from a subdomain allows for independent reputation management, meaning a poor reputation on one subdomain won't necessarily affect the root domain or other subdomains. This is crucial for avoiding being listed on an email blocklist.
- Verification and testing: After setting up DNS and email server settings for subdomains, it's advised to thoroughly test and verify that emails are properly delivered to ensure the configuration is correct.
Key considerations
- DNS configuration: Correct configuration of DNS records (SPF, DKIM, DMARC) for the subdomain is paramount for email authentication and preventing the 'via' message.
- Wildcard records: Wildcard DNS records can sometimes interfere with dedicated sending domain setups, and removing them might be necessary to resolve conflicts.
- Choosing domains: It is generally recommended to send marketing and transactional emails from a subdomain rather than the root domain to maintain a healthy email reputation and reduce the chances of your main domain being impacted by deliverability issues or getting on a blacklist.
- Authentication troubleshooting: If emails are blocked by Gmail, ensuring proper mail authentication is the first step to fix deliverability issues, which often resolves the 'via' display.
Technical article
Documentation from SendLayer advises that if Gmail is blocking emails, it's essential to verify that mail is properly authenticated, which directly impacts the appearance of the 'via' message.
Technical article
Documentation from WP Mail SMTP explains that an email subdomain is an additional component of the root domain, typically used as a prefix, offering a way to segment email traffic for specific purposes.
Related resources
15 resources
Related pages
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When changing subdomains for email, is it better to change the 5321.from or 5322.from header for deliverability, and how does DKIM alignment affect this?
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A simple guide to DMARC, SPF, and DKIM
