Summary
Shopify's recent change to a generic sender email address, like store@shopifyemail.com, for some stores is a direct response to new email authentication requirements from major mailbox providers like Gmail and Yahoo. This action is designed to ensure email deliverability by ensuring that emails are sent from an authenticated domain, even if the store owner has not yet configured their own domain's authentication records. While initially disruptive, this change emphasizes the growing importance of proper email authentication, including SPF, DKIM, and DMARC, to prevent emails from landing in spam folders.
Key findings
- New requirements: Shopify enforced this change to comply with upcoming email authentication requirements from major mailbox providers such as Gmail and Yahoo.
- Unauthenticated domains: The change primarily affects stores using custom branded domains that had not yet been properly authenticated (e.g., with SPF, DKIM, and DMARC) through Shopify.
- Default sender: Shopify reverts the sender email to a generic store@shopifyemail.com to maintain basic deliverability for transactional emails, even if it means sacrificing brand recognition.
- Proactive measure: This action can be seen as Shopify working out potential bugs and compliance issues in advance of the February 1st, 2024, enforcement deadline for new sender requirements.
Key considerations
- Re-authentication: To revert to your custom sender email, you must authenticate your domain within Shopify's settings by adding necessary DNS records (e.g., CNAME records).
- DMARC compliance: Beyond basic authentication, consider setting up a DMARC record for your domain to achieve full compliance and better inbox placement. You can learn more about how to get your Shopify store DMARC compliant with Shopify.
- Impact on branding: Using the generic Shopify email address can dilute your brand identity and potentially reduce recipient trust. Understanding the impact of changing sender name is important.
- Deliverability: While Shopify's generic email is authenticated, using your own properly authenticated domain generally leads to better long-term deliverability and sender reputation. It helps to prevent emails from going to spam.
What email marketers say
Email marketers using Shopify have recently experienced unexpected changes to their sender email addresses, which were automatically switched to a generic Shopify address. This has caused concern regarding branding and deliverability, particularly with the new email authentication requirements from Google and Yahoo looming. Many marketers are actively working to understand and implement the necessary DNS authentications to revert to their original sender addresses and maintain their brand identity.
Key opinions
- Sudden change: Many marketers were surprised by the unannounced change, with Shopify proactively switching their 'from' address without direct user action.
- Authentication as a trigger: The common thread was a lack of prior authentication of the custom sender domain through Shopify's platform.
- Branding impact: The generic sender address (store@shopifyemail.com) significantly impacts brand recognition and recipient trust.
- Forced compliance: Some marketers felt Shopify was forcing them into compliance with the new email sending regulations, albeit for their own good.
Key considerations
- Immediate action: Marketers need to promptly authenticate their domains in Shopify settings to revert to their preferred sender email. This involves adding CNAME records to their DNS.
- Deliverability focus: While a generic sender address might prevent emails from being blocked, it may still trigger spam filters due to a lack of brand recognition. Understanding why transactional emails go to spam is critical.
- New sender requirements: It's essential to educate oneself on the upcoming Gmail and Yahoo requirements, as Shopify's action is a direct consequence of these changes. Eastside Co provides a good overview of Gmail and Yahoo's new email authentication requirements.
- Proactive authentication: Authenticating your domain early is key to avoiding disruptions and maintaining consistent branding across all email communications. This helps prevent issues like Gmail not verifying authenticated emails.
Marketer view
An email marketer from Email Geeks shared that their Shopify store's sender 'from' email address was suddenly changed to a generic Shopify one. This happened despite them routinely using their established customer service email address for communications.
Marketer view
An email marketer from HulkApps highlights the importance of understanding how to update both the store and sender email addresses in Shopify. This is crucial for maintaining consistent branding and communication.
What the experts say
Email deliverability experts highlight that Shopify's decision to change sender email addresses is a pragmatic response to evolving email ecosystem standards, particularly the new authentication mandates from Google and Yahoo. They view this as a necessary step to ensure baseline deliverability, even if it means temporarily overriding unauthenticated custom domains. Experts emphasize that proper SPF, DKIM, and DMARC configuration is no longer optional but a critical requirement for maintaining email sending reputation.
Key opinions
- Yahoogle updates: Experts connect Shopify's action directly to the stringent new email authentication policies introduced by Yahoo and Google for bulk senders, which took effect in February 2024.
- Proactive bug fixing: They suggest that Shopify changing sender addresses a few days before the official deadline is a way for the platform to iron out any bugs in their compliance system, preventing wider disruptions on the enforcement date.
- Authentication is key: The core message from experts is that domains must be properly authenticated, regardless of whether they are custom branded or free email addresses, to ensure emails are delivered and not blocklisted.
- Sender reputation: Maintain a strong sender reputation is paramount, and unauthenticated emails, even from legitimate platforms, can negatively impact it.
Key considerations
- Understand the requirements: It's vital for senders to fully grasp the new Google and Yahoo email authentication policies, including their implications for domains used on platforms like Shopify.
- Implementing DMARC: Experts strongly recommend implementing a DMARC record to enforce SPF and DKIM alignment, ensuring emails are properly verified. You can find out a simple guide to DMARC, SPF, and DKIM.
- Monitoring deliverability: Post-authentication, continuous monitoring of email deliverability is crucial. Tools and reports, like those from Google Postmaster Tools, can provide insights into inbox placement and potential issues. Spamresource.com offers insights on email deliverability best practices.
- Platform limitations: Be aware that while platforms like Shopify assist with authentication, the ultimate responsibility for domain configuration and compliance lies with the domain owner.
Expert view
An email expert from Email Geeks indicates that the issue likely stems from Yahoo and Google updates. Many Email Service Providers (ESPs) are working to adapt to these new requirements, which are probably the driving force behind such changes.
Expert view
An email expert from Spamresource.com points out that unauthenticated emails are increasingly likely to be sent to spam or rejected outright by major mailbox providers. Proper authentication is now a baseline requirement for all legitimate senders.
What the documentation says
Official documentation from Shopify and related services emphasizes the critical role of email authentication, particularly DMARC, in ensuring email deliverability. They explicitly state that if a sender's domain is not properly authenticated, email platforms may default to using a generic sender address to bypass stricter receiving policies from major mailbox providers. The documentation provides clear instructions for users to authenticate their domains by adding specific DNS records, ensuring brand consistency and improved inbox placement.
Key findings
- Mandatory authentication: Shopify's documentation indicates that authenticating your domain is a mandatory step for sending emails from your custom address, especially for transactional emails.
- Default to generic: If a domain is not authenticated, Shopify will change the sender email address to store@shopifyemail.com to meet deliverability requirements.
- DNS records required: The authentication process involves adding specific CNAME records to your domain's DNS settings.
- DMARC recommendation: Shopify advises adding a DMARC record to ensure compliance with stricter email policies and protect against email fraud.
Key considerations
- Follow official instructions: Always refer to Shopify's official help documentation for the most accurate and up-to-date instructions on authenticating your domain. The new sender requirements for Shopify can be complex.
- Timely setup: Setting up email authentication promptly avoids disruptions to your email communications and maintains your brand's integrity. Don't wait until your email open rates drop.
- Verify DNS changes: After adding CNAME records, it may take up to 48 hours for changes to propagate. Verify their correct setup through Shopify's admin area.
- Long-term strategy: Authentication is not a one-time fix but an ongoing part of a robust email deliverability strategy. Consider a complete approach to advanced email authentication.
Technical article
Shopify's official documentation instructs users to go to Settings > Notifications in their admin panel and click on 'Authenticate your domain.' This initiates the process for adding the necessary DNS records.
Technical article
The documentation from Eastside Co states that if store owners do not make the discussed authentication changes, Shopify will automatically change the sender email address to 'store@shopifyemail.com' to ensure compliance with new requirements.
Related resources
10 resources
Related pages
Why are transactional emails suddenly going to spam at Gmail?
Can changing the sender name impact email deliverability?
Why are my emails going to spam after changing the 'from' address?
What does authenticated IP or authenticated sender mean in email marketing?
How will Google and Yahoo's new email authentication policies affect senders using shared domains and ESP authentication?
Why did Shopify send DMARC setup emails to users who already have DMARC records?
A simple guide to DMARC, SPF, and DKIM
Why Your Emails Are Going to Spam in 2024 and How to Fix It
Understanding and troubleshooting DMARC reports from Google and Yahoo
Boost Email Deliverability Rates: Technical Solutions from Top Performing Senders
