To protect email users from spam or phishing messages, DMARC policy is applied to many email service providers such as Gmail, Yahoo, AOL, Outlook, Hotmail, MSN and Live. However, to businesses using email marketing, bulk email campaigns are likely not to be delivered to many of your email subscribers.
In this article, we will analyze more on how this DMARC policy affects marketers who are sending emails to their audiences. And what you can do to handle this situation.
What is DMARC policy?
Domain-based Message Authentication, Reporting & Conformance (DMARC) is a kind of security protocol using Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) to decide whether an email message is authorized or not.
In fact, the DMARC record is generated inside your DNS records, including:
Although not all of receiving servers are performing a DMARC check before accepting a message, the number of them is mass and growing fast. Being a marketer who sends emails to your customers, you need to know which Internet Service Providers (ISPs) is and will implement DMARC.
Why do you need to keep in mind those ISPs who are running DMARC checks? Explore right below!
How does DMARC influent email marketing?
Problems: If you send mass emails with any 3rd party email marketing software (not only AVADA) and use a Gmail, Yahoo, AOL, Outlook, Hotmail, MSN, or Live email address as the sender’s email address, your emails will be bounced (not deliver) or gone to spam boxes.
Why does this happen? Because the emails you sent were from servers of your email marketing software instead of from a Gmail, Yahoo, AOL, Outlook, Hotmail, MSN or Live server. As a result, email marketing campaigns will not reach your audiences and generate less revenue.
What is the solution for email marketers?
The best way to increase email deliverability is using a business email sender that is verified with your business domain (See guide). For example, our business domain is avada.io. We should verify this domain in a third party email marketing platform then we can confidently use an email with this domain as an authorized sender, like firstname.lastname@example.org, email@example.com.
If you have a business and you send emails to customers, whether transactional or subscription emails, it is important that you verify them.
Creating a professional email address will serve both purposes – email deliverability as well as marketing and credibility in front of your customers.
In AVADA Email Marketing, we do provide different ways for you to verify a sender:
- You can use your sender under our verified domain
- You can verify your domain and add a sender belong to it
- You can set up a custom SMTP sender if you are using SMTP service to send email
All of these methods are compliant with DMARC policy and make sure you can send emails without worrying they are not delivered to your customers.
Read more: Why should you verify your sending domain?