Summary
ESPs (Email Service Providers) are increasingly enforcing DMARC (Domain-based Message Authentication, Reporting, and Conformance) policies for the domains or subdomains their customers use for sending email. This move, while beneficial for overall email security and deliverability, presents both advantages and challenges for senders. The primary driver behind this enforcement is to enhance the integrity of the email ecosystem by combating spoofing and phishing, ensuring only legitimate senders can use a given domain.
Key findings
- Enhanced security: ESPs enforce DMARC to protect subdomains from abuse, which helps maintain a positive sender reputation and reduces the likelihood of impersonation, as highlighted by Amazon SES's focus on unauthenticated use.
- Reputation protection: Automated DMARC policies prevent malicious actors from sending emails purporting to be from a legitimate domain, thereby protecting the domain's reputation.
- Simplified compliance: For many senders, especially those less familiar with email authentication, ESP-led DMARC enforcement simplifies the process of achieving compliance with evolving industry standards.
- Improved deliverability: Domains with strong DMARC policies are viewed more favorably by mailbox providers, leading to better inbox placement rates. This is especially true with recent updates from major providers. Learn more about DMARC's impact on Gmail deliverability.
Key considerations
- Lack of visibility: When an ESP enforces DMARC without providing reporting (RUA) to the client, it can create a 'blind spot' regarding email authentication failures.
- Control concerns: Senders may lose direct control over their DMARC policy settings, which can be problematic for advanced users or those with complex sending infrastructures.
- Multi-platform sending: Using the same subdomain across multiple ESPs with pre-configured DMARC policies can lead to conflicts and deliverability issues. Understanding how DMARC affects deliverability with third-party ESPs is crucial.
- BIMI requirements: While beneficial, DMARC enforcement on subdomains may not directly help with BIMI (Brand Indicators for Message Identification) adoption, as BIMI generally requires an enforced DMARC policy at the organizational domain level.
What email marketers say
Email marketers often find ESP-enforced DMARC policies a mixed bag. On one hand, it offloads a complex technical task, allowing them to focus on campaigns. On the other hand, the lack of control and reporting can be a significant point of frustration, especially for those who like to have full visibility and manage multiple sending platforms. The sentiment leans towards appreciating the security but desiring more transparency.
Key opinions
- Simplified authentication: Many marketers, particularly those less technically inclined, appreciate that their ESP handles DMARC implementation, simplifying a complex authentication requirement.
- Frustration with lack of control: There's a common sentiment of annoyance among marketers when they can't access DMARC reports or directly control their policy, even if the subdomain is unique to the ESP.
- Unexpected policy discovery: Some marketers discover an enforced DMARC policy only after attempting to send emails through another platform, leading to post-launch deliverability issues.
- Security benefits acknowledged: While cautious, marketers generally acknowledge the security justification from the ESP's perspective, especially concerning protecting subdomains from abuse.
Key considerations
- Need for DMARC education: Many marketers might not fully grasp DMARC's intricacies, making ESP enforcement both a convenience and a potential source of misunderstanding. Understanding when DMARC should be enabled is key.
- Subdomain vs. TLD: The focus on subdomains, while useful, doesn't directly address BIMI or broader brand trust which typically requires DMARC enforcement on the Top-Level Domain (TLD). For more info, see BIMI Group's FAQs.
- Impact on campaign flexibility: Marketers need to consider how enforced DMARC policies might limit their flexibility in using various sending platforms or third-party services for email campaigns.
- Communication from ESPs: Clear communication from ESPs regarding their DMARC policies, including reporting and customer control options, is vital to prevent client frustration.
Email marketer from Email Geeks notes that Oracle automatically setting up customers with an enforced DMARC policy for unique subdomains is a first, indicating a potentially growing trend among ESPs. This move aims to enhance security for their clients.
A marketer from Email Geeks suggests that going without DMARC reporting might be a smaller risk if the subdomain is brand new and unique to the ESP, but emphasizes that visibility remains crucial for effective management.
What the experts say
Email deliverability experts generally support ESP-enforced DMARC policies as a proactive measure for security and maintaining ecosystem health. However, they strongly advocate for providing DMARC reporting (RUA) to clients, emphasizing that transparency and data are crucial for domain owners to understand and manage their email authentication effectively. The discussion also touches on the interplay between DMARC on subdomains and the broader goal of BIMI adoption.
Key opinions
- Reporting is critical: Experts stress that while 'reject' policies offer strong protection, enforcing DMARC without providing RUA (reporting) to the client is irresponsible and limits the client's ability to monitor their email stream.
- Client knowledge gaps: There's an acknowledgment that many clients may not fully understand DMARC, making ESP enforcement valuable for baseline protection, but also requiring careful handling of client expectations.
- Subdomain complexity: The use of the same subdomain across multiple platforms, especially when DMARC is enforced by different ESPs, can create unforeseen issues and frustration for senders.
- BIMI alignment: While subdomain DMARC enforcement improves security, experts point out it doesn't directly facilitate BIMI, which typically requires a strong DMARC policy on the organizational (TLD) domain.
Key considerations
- Risk assessment for 'reject': ESPs implementing a default 'reject' policy without RUA reporting should conduct thorough risk assessments to avoid blocking legitimate mail, especially if there's any chance of non-ESP sending from that subdomain. This aligns with advice on safely implementing a DMARC p=reject policy.
- Balancing security and control: ESPs must find a balance between providing robust security through DMARC enforcement and allowing clients sufficient control and transparency over their sending domain.
- Proactive client education: ESPs should proactively educate clients about DMARC, its benefits, and the implications of enforced policies, particularly for those who may transition to other sending solutions. This ties into key DMARC implementation challenges.
- BIMI as a 'carrot': The discussion highlights BIMI as an incentive ('carrot') for domain owners to secure their email streams, contrasting it with the 'stick' of unauthenticated messages showing a '?' avatar. This is supported by Yahoo's reported engagement increase.
An expert from Email Geeks states that while they've observed several ESPs implementing DMARC, the default setting of 'reject' without any reporting (RUA) seems reckless, emphasizing the importance of visibility for domain owners.
An expert from Email Geeks points out that attempts to use the same subdomain on multiple platforms, combined with ESP-enforced DMARC, can lead to significant client frustration due to unexpected policy conflicts.
What the documentation says
Official documentation and industry guidelines from major email providers and authentication bodies strongly advocate for DMARC implementation to combat email fraud and improve deliverability. They emphasize that DMARC builds upon SPF and DKIM, providing a framework for domain owners to instruct receiving mail servers on how to handle unauthenticated mail. Recent updates from Google and Microsoft further underscore the industry's shift towards mandatory DMARC enforcement for high-volume senders.
Key findings
- Industry mandate: Major mailbox providers like Google and Microsoft are increasingly mandating DMARC for high-volume senders, signifying its critical role in email security. This is reflected in Outlook's new requirements.
- Authentication foundation: DMARC leverages existing SPF and DKIM authentication to provide a policy layer that tells receiving servers what to do with messages that fail authentication checks (e.g., quarantine or reject).
- Domain protection: DMARC helps protect domains from spoofing and phishing by ensuring that only authorized entities can send email on behalf of a domain.
- Reporting for insights: DMARC reports (RUA and RUF) provide valuable insights into email authentication failures and potential unauthorized use of a domain, enabling senders to troubleshoot and improve their sending practices.
Key considerations
- Progressive implementation: Documentation often advises a phased approach to DMARC implementation, starting with a 'p=none' policy for monitoring before moving to 'quarantine' or 'reject' to avoid legitimate mail being blocked. This is a core part of safely transitioning DMARC policies.
- Subdomain management: Domain owners should be aware that DMARC policies can apply to organizational domains and subdomains, requiring careful configuration to ensure all legitimate sending is properly authenticated. Read more about DMARC policies for organizational domains and subdomains.
- Alignment importance: Successful DMARC authentication depends on SPF or DKIM alignment, meaning the 'From' domain must match the domain authenticated by SPF or DKIM.
- Evolving requirements: The landscape of email authentication is constantly evolving, with new requirements from major mailbox providers pushing for stronger DMARC adoption and stricter enforcement.
Email on Acid documentation highlights that enforcing a strong DMARC policy is a clear signal that a sender is committed to best practices, which positively impacts their reputation and deliverability.
AWS documentation on email authentication states that strict DMARC enforcement ensures no unauthenticated use of a domain and its subdomains, thereby enhancing security for their users.
