Summary
Poor email campaign performance after setting up DMARC is a multifaceted issue. Core problems stem from incorrect SPF and DKIM configuration and alignment, causing authentication failures. Implementing a strict DMARC policy (p=reject or quarantine) without proper testing can inadvertently block legitimate emails. The complexity is further compounded by issues related to subdomains, shared hosting, third-party senders, and email forwarding. Experts stress the importance of carefully analyzing DMARC reports to diagnose problems and continuously monitor email deliverability. Providing sufficient detail when seeking support is also crucial for effective troubleshooting. Without careful setup, testing and monitoring DMARC may negatively impact email deliverability.
Key findings
- SPF/DKIM Misconfiguration & Alignment: Improperly configured or misaligned SPF and DKIM records are a primary cause of DMARC failures, leading to rejected or quarantined emails.
- Strict DMARC Policy without Testing: Implementing a 'p=reject' or 'p=quarantine' policy without thorough testing can block legitimate emails and severely impact campaign performance.
- Lack of DMARC Report Monitoring: Failure to regularly monitor and analyze DMARC reports prevents timely identification and resolution of authentication issues.
- Subdomain & Third-Party Sender Issues: Incorrectly configured subdomains or improperly aligned third-party senders can undermine DMARC effectiveness and negatively affect deliverability.
- Email Forwarding Conflicts: Email forwarding can break DMARC authentication, leading to deliverability problems for forwarded messages.
Key considerations
- Pre-Implementation Verification: Thoroughly verify and validate SPF and DKIM configurations before implementing DMARC to minimize authentication failures.
- Gradual Policy Enforcement: Start with a 'p=none' policy to monitor DMARC reports and gradually increase policy stringency as issues are identified and resolved.
- Comprehensive DMARC Report Analysis: Regularly analyze DMARC reports to identify authentication failures, understand the root causes, and implement corrective actions.
- Subdomain Configuration: Ensure proper DMARC configuration for all subdomains used for email sending.
- Third-Party Sender Coordination: Work closely with third-party senders to ensure their authentication is correctly aligned with your DMARC policy.
- Seek Expert Clarification: If problems persist or are difficult to diagnose, seek clarification on bounce rates, SPF domain, sending IP, DKIM domain, and the 'From' address for effective troubleshooting.
What email marketers say
10 marketer opinions
Poor email campaign performance after setting up DMARC often stems from misconfigurations or oversights in the implementation process. Common issues include improper SPF and DKIM setup, incorrect alignment of these authentication methods with the 'From' address, and using a 'reject' policy without sufficient testing. Subdomain misconfigurations, shared hosting limitations, issues with third-party senders, and the impact of email forwarding can also contribute. Monitoring DMARC reports is crucial for identifying and addressing these problems.
Key opinions
- SPF/DKIM Misconfiguration: DMARC relies on SPF and DKIM. If these are not set up correctly, DMARC will fail, leading to deliverability issues. Verification and proper configuration are essential.
- DMARC 'Reject' Policy: Setting DMARC to 'p=reject' without thorough testing can block legitimate emails if they fail authentication, severely impacting campaign performance.
- Lack of Monitoring: Ignoring DMARC reports prevents identification and resolution of authentication problems, leading to continued deliverability issues.
- Third-Party Sender Issues: Using third-party senders requires careful coordination to ensure their authentication aligns with your DMARC policy. Misalignment will result in deliverability problems.
- Subdomain Problems: Subdomains require their own DMARC configuration. Misconfigured subdomains can negatively affect overall deliverability.
Key considerations
- Pre-DMARC Setup: Before implementing DMARC, ensure SPF and DKIM are correctly configured and tested. This is a foundational step.
- Gradual Implementation: Start with a 'none' policy to monitor DMARC reports and identify potential issues before moving to stricter policies like 'quarantine' or 'reject'.
- DMARC Report Analysis: Regularly review DMARC reports to identify authentication failures and adjust configurations accordingly. Tools can help parse and interpret these reports.
- Shared Hosting Limitations: Understand the limitations of shared hosting environments and their impact on IP reputation and DMARC compliance. Consider dedicated IPs or specialized sending services.
- Email Forwarding: Be aware that email forwarding can break DMARC. Consider alternative methods for email sharing that maintain authentication.
Marketer view
Email marketer from Email Geeks asks if SPF and/or DKIM authentication was set up before DMARC, which is crucial for proper email deliverability and preventing issues after implementing DMARC.
23 Oct 2023 - Email Geeks
Marketer view
Email marketer from Reddit user u/EmailExpert shares that issues often arise when DMARC is implemented without proper SPF and DKIM setup. He recommends verifying SPF records include all sending sources and DKIM signatures are valid.
2 Jul 2021 - Reddit
What the experts say
6 expert opinions
Poor email campaign performance after setting up DMARC can stem from several factors. Experts emphasize the importance of proper SPF and DKIM alignment, highlighting that improper implementation is a common issue. DMARC policies may reject or quarantine legitimate emails due to authentication failures, necessitating the regular monitoring of DMARC reports. Additionally, gathering detailed email information, such as bounce rates, SPF domain, sending IP, DKIM domain, and 'From' address is critical for effective diagnosis. Experts also advise against sending DMARC reports to inappropriate addresses like orders@, due to the potential for irrelevant or overwhelming email volume.
Key opinions
- SPF/DKIM Alignment Issues: Improper implementation, particularly with SPF and DKIM alignment, is a common reason for poor performance post-DMARC setup.
- DMARC Policy Enforcement: DMARC policies may reject or quarantine legitimate emails due to authentication failures.
- Need for Detailed Information: Diagnosing issues requires gathering specific email details, including bounce rates, SPF domain, sending IP, DKIM domain, and 'From' address.
- Importance of Monitoring DMARC Reports: Regularly checking DMARC reports is essential to identify and fix authentication issues.
Key considerations
- Validation of Sending Sources: Ensure that all sending sources are correctly authenticated and aligned with SPF and DKIM.
- Proper Bounce Handling: Understand and analyze bounce messages to identify the root causes of deliverability problems.
- Appropriate DMARC Report Address: Do not send DMARC reports to addresses like orders@, as the volume and content are often irrelevant for this type of address.
- Gathering Necessary Details: Provide comprehensive details about the email setup, including SPF domain, sending IP, DKIM domain, and 'From' address, when seeking assistance.
Expert view
Expert from Email Geeks asks for clarification on what 'did not perform well' means, specifically inquiring about bounce rates and open rates to diagnose the issue.
18 May 2022 - Email Geeks
Expert view
Expert from Word to the Wise, Laura Belsten, explains that a common reason for poor performance after setting up DMARC is improper implementation, particularly with SPF and DKIM alignment. It emphasizes the importance of validating that all sending sources are correctly authenticated and aligned.
16 Aug 2022 - Word to the Wise
What the documentation says
5 technical articles
Poor email campaign performance after setting up DMARC is often attributed to DMARC authentication failures. These failures, especially when combined with strict policies (p=reject or quarantine), result in emails being rejected or marked as spam by receiving mail servers like Gmail. Incorrect SPF or DKIM configurations, errors in DMARC DNS record syntax, and a lack of alignment between SPF/DKIM and the 'From' address are common causes. DMARC's reliance on properly configured SPF and DKIM is critical; without them, DMARC will fail, leading to deliverability problems.
Key findings
- Strict DMARC Policies: A strict DMARC policy (p=reject or quarantine) in conjunction with authentication failures leads to emails not reaching intended recipients.
- SPF/DKIM Dependency: DMARC relies on correctly configured SPF and DKIM. Misconfigurations in either will cause DMARC to fail.
- Alignment Requirements: DMARC requires either SPF or DKIM to align with the 'From' address. Lack of alignment results in authentication failure and potential delivery issues.
- DNS Record Errors: Errors in the DMARC DNS record syntax can lead to authentication failures.
Key considerations
- Valid DMARC Record: Ensure your DMARC DNS record is correctly formatted and free of syntax errors. Utilize a DMARC record validator tool to check for errors.
- SPF and DKIM Validation: Verify that SPF and DKIM are correctly set up and validated before implementing DMARC.
- Testing: Implement DMARC gradually, starting with a 'none' policy to monitor reports and identify potential issues before enforcing stricter policies.
- Alignment Verification: Confirm that either SPF or DKIM aligns with the 'From' address to ensure successful DMARC authentication.
Technical article
Documentation from AuthSMTP explains that DMARC relies on SPF and DKIM, and if either is improperly configured, DMARC will fail. Ensure both SPF and DKIM are correctly set up and validated.
22 Jan 2024 - AuthSMTP
Technical article
Documentation from Microsoft 365 explains that errors in your DMARC DNS record syntax can lead to authentication failures. They recommend using a DMARC record validator tool to check for errors.
21 Jul 2022 - Microsoft 365 Documentation
