Email Authentication: A Beginner’s Guide

Email marketing can be a tricky space. You may have crafted the perfect message, with a sleek design, and a clear call to action, only to find it lands in the spam folder. Or worse, it never gets delivered at all. This is where email authentication steps in, acting as the gatekeeper to your audience’s inbox. So if you’re new to the world of email marketing, it’s key to understand email authentication and how it can make or break your campaigns.

This article will take you through the core concepts of email authentication, breaking down the key ideas in a clear, easy to grasp way. It’s a guide that strips out all the confusing jargon, offering honest advice to help you set your emails up for success. By the end of this read, you’ll have the knowledge to make sure your messages land where they should, and you will also learn why that matters.

What is Email Authentication?

Email authentication is a set of methods used to verify that an email is actually from the sender it claims to be. Think of it as a digital ID check for your emails. When you send an email, it doesn’t just magically appear in someone’s inbox. It goes through a series of checks. Email authentication helps receiving servers confirm that you’re a legit sender, and not someone trying to impersonate you to carry out phishing attacks or spread spam.

Why is this needed? The internet is a big place, and without these checks, it would be too easy for bad actors to send emails pretending to be someone else. These bad actors can send emails using your domain, damaging your reputation and the trust your customers have in you. Email authentication acts as a shield to protect both senders and recipients. So, you’re not only making sure that your emails get to the right people, but you’re also helping make email more secure for everyone.

Why Is Email Authentication Important?

Email authentication is key for any email campaign, and it’s more than just a technicality. It has a direct impact on your deliverability, sender reputation, and overall marketing success. Here’s a more in-depth look at why email authentication matters.

Improved Deliverability

Deliverability is the heart of any email marketing campaign. It’s the ability of your emails to reach the inbox instead of the spam folder or never arriving at all. Email authentication helps ensure that your messages land where they are supposed to. Think of it like this: without authentication, your emails are like packages without a return address or a tracking number. They are more likely to be treated as suspicious and discarded. But with it, you are clearly marked as a trustworthy sender.

Here’s the thing: big email providers like Gmail and Outlook look at authentication records when deciding where to place incoming emails. If your emails don’t have these records set up, the servers won’t have a way to know that the message is really coming from you, or if it is a spammer. They may play it safe and send your email straight to the spam box. In short, email authentication tells the email provider, “This email is from who it says it is.”

Enhanced Sender Reputation

Your sender reputation is like your credit score in the email world. It’s a rating that internet service providers (ISPs) use to decide how trustworthy you are as a sender. Your sender reputation is based on many factors, such as your sending volume, how often you’re flagged as spam, and importantly, your authentication records. A good sender reputation means more emails land in the inbox, while a poor one means more end up in the junk folder.

Email authentication helps build and protect this reputation. When you set up authentication methods, you’re giving providers the data they need to see that you’re legit. This shows you’re taking email seriously and not engaging in shady practices. The more consistent your email authentication is, the more likely you are to keep a high sender reputation. A great reputation not only improves delivery but also safeguards your domain from impersonation and misuse.

Protection Against Spoofing and Phishing

Spoofing and phishing are types of cyber attacks where bad actors try to impersonate legitimate senders to trick email users. They could use your business name to send emails to your customers and try to steal information or carry out other harmful attacks. This can tarnish your brand’s image and cause great harm to your customers. Email authentication protocols act as a solid line of defense against such attacks.

Authentication methods verify that emails are sent from authorized servers. This makes it hard for fraudsters to send emails using your domain without your permission. If a phishing email is sent using your name, but it fails the authentication checks, then that email will likely be flagged as spam or blocked completely. Email authentication not only protects your brand but it also keeps your customers safe from potential harm. This builds trust and makes sure the email ecosystem is more secure for everyone.

Improved Engagement Rates

When your emails get delivered properly, you’ll start to notice a boost in engagement rates. If your emails end up in the spam folder, they’re less likely to be read, clicked, or acted on. But if they land in the main inbox, they’re in a good spot to get seen and interacted with. Email authentication makes sure that more of your emails reach your subscribers’ inboxes.

This means higher open rates, more click-throughs, and an increased chance of achieving your campaign goals. Simply put, when your emails are authenticated, they are more likely to get seen and acted on. This can turn into more revenue and better overall results from your marketing efforts.

Core Email Authentication Methods

There are several email authentication methods you need to know about. Each of these has its own purpose, and working together they provide a strong defense against email fraud and improve email delivery. Let’s take a look at some of these core methods.

Sender Policy Framework (SPF)

SPF is one of the first lines of defense in email authentication. It’s like a list that tells email servers which IP addresses are allowed to send emails for a specific domain. If an email comes from an IP address that isn’t on the list, receiving servers are more likely to tag it as spam. SPF is vital because it stops people from using your domain to send unauthorized emails.

To set up SPF, you add an SPF record to your domain’s DNS (Domain Name System) settings. This record is a text entry that outlines the IP addresses of the servers you use to send emails. For instance, if you send emails through a service like Mailchimp or Sendgrid, you’d include their server IP addresses in your SPF record. This gives the receiving email servers a way to check if emails from your domain are legitimate. By correctly setting up an SPF record, you’re telling the world, “These are the only servers I use.”

DomainKeys Identified Mail (DKIM)

DKIM takes email authentication to another level. While SPF checks the sending IP address, DKIM uses cryptography to verify the actual content of the email and that it wasn’t altered during transit. It works by adding a digital signature to every email you send. This signature is linked to your domain and is verified by the email server that receives it. If the signature is valid, the email is deemed authentic.

Here is a very simplified explanation: DKIM works by using public and private keys. When an email is sent, the email server uses a private key to create a digital signature that is attached to the email’s header. The server on the receiving end uses the corresponding public key to verify that signature. If the signature is valid, the email is considered authentic. DKIM confirms that an email is indeed from the claimed sender and that it hasn’t been tampered with on its way.

Domain-based Message Authentication, Reporting, and Conformance (DMARC)

DMARC builds on SPF and DKIM. It gives domain owners more control over what happens with emails that fail either SPF or DKIM checks. DMARC lets you tell the receiving email server what to do with these emails. For instance, you can set a policy to reject, quarantine (send to spam), or allow them. DMARC also provides reporting. This means you get data on the authentication status of the emails sent using your domain.

DMARC is about setting rules and getting feedback. To set up DMARC, you add a DMARC record to your domain’s DNS settings. This record specifies your DMARC policy (e.g., reject emails failing authentication) and where to send the reports. With DMARC, you’re not just telling email servers which emails are legit, but also what to do with emails that are not. DMARC is a critical step in protecting your domain from misuse. It gives you a way to keep track of email activity and improve your authentication strategy over time.

Authenticated Received Chain (ARC)

ARC is a newer email authentication method. It’s designed to address issues with email forwarding. When an email is forwarded, the authentication checks can fail. This happens because the email looks like it came from a different server than the original. ARC solves this by preserving the authentication details of an email as it passes through different servers. This makes sure emails that are forwarded are still recognized as legitimate.

Think of it like this: an email is like a package, and each time it’s forwarded, it has a new shipping label. ARC attaches the package’s original label along with the new one. This helps each postal carrier see the package’s true origin and verify its journey. For senders, ARC means their emails are less likely to be flagged as spam after they’re forwarded. It enhances the chances that emails will get delivered even when sent through complex systems.

Brand Indicators for Message Identification (BIMI)

BIMI is a bit different from the previous ones we’ve covered. It doesn’t focus on verifying the legitimacy of the sender. It focuses on visual cues that make the email user experience better. BIMI allows you to show your brand logo in the inbox of supporting email clients. It enhances brand visibility, making sure users recognize the email as authentic and not a phishing scam. BIMI builds on top of DMARC because it needs both SPF and DKIM to pass to function.

With BIMI, an email is like a package with the sender’s name on it. When BIMI is used, a recognized logo is displayed to the email user when they open their inbox. This lets users spot your brand quickly and confirms the email’s authenticity. To implement BIMI, you’ll need to create a special DNS record that points to an image file of your logo. When email providers see a BIMI record on a domain, they can show the logo in the user’s inbox. This visual cue not only boosts brand recognition, but also further secures your email communications.

Setting Up Email Authentication: A Step-by-Step Guide

Setting up email authentication might sound complicated, but if you break it down step-by-step, it’s a task anyone can handle. Here’s a guide to help you get set up.

Step 1: Assess Your Email Setup

Before diving into the technical details, it’s key to know how your email is currently being sent. Do you use an email marketing platform like Mailchimp or Sendinblue? Or maybe you’re sending through your own server? The way you send emails can change the steps needed to authenticate them. Here are a few common scenarios:

• Email Marketing Platforms: These platforms often have built-in features to help you set up authentication. Look for settings related to SPF, DKIM, and DMARC within your account.
• Self-Hosted Email Servers: If you use your own server, you’ll be directly responsible for making changes to your domain’s DNS records.
• Corporate Email Systems: If you have a corporate email system, work with your IT department to implement these changes.

Understanding your setup will help you focus on the correct authentication settings.

Step 2: Generate DKIM Records

Next, you’ll need to generate DKIM keys. The DKIM record is a unique code that helps verify that your emails haven’t been messed with during transit. Here’s how:

• For Email Marketing Platforms: Many platforms will generate these records for you. Look for a DKIM option in your account settings. It might be under “Domain Authentication” or “Email Settings.” Follow their steps to generate a public and private key.
• For Self-Hosted Email Servers: If you manage your own email server, you’ll need to generate keys yourself, usually through your server settings or command line. Once generated, you’ll get a public key (which you’ll add to your DNS records) and a private key (which you’ll keep on your server).

Make sure you keep these records safe. You’ll need the public key soon.

Step 3: Add SPF Records

Now it’s time to set up your SPF record. This record lists the servers that are allowed to send email for your domain. Here’s what to do:

• Find Your DNS Settings: Log in to your domain registrar’s website (e.g., GoDaddy, Namecheap) and go to your DNS settings.
• Create a TXT Record: Add a new TXT record. The name will be either your domain name or a “@” symbol. For the value, enter your SPF record, which has a specific syntax (e.g., v=spf1 include:your-email-service.com ~all).
• Include All Sending Sources: Add any services that send emails on your behalf. If you use an email marketing platform, get their SPF value and include it in the TXT value. If you use a corporate email provider, add their SPF value as well.
• Save Your Changes: Make sure you save your DNS settings. It may take some time for changes to take effect.

A good SPF record will include all sources you use for email, and this can improve email delivery.

Step 4: Add DKIM Record

With DKIM keys in hand, you’ll need to add the public key to your domain’s DNS settings:

• Go to Your DNS Settings: Log in to your domain registrar’s website and access your DNS settings.
• Add a TXT Record: Add a new TXT record. The name for this record will be something like selector._domainkey (the actual name depends on your system, so check the platform instructions).
• Paste the Public Key: Copy the public DKIM key you got earlier and paste it into the value field.
• Save Your Changes: Save the changes to your DNS settings and wait for them to take effect.

Adding the DKIM record confirms that email servers can use your DKIM key to verify that your emails are legitimate.

Step 5: Create a DMARC Record

To set up DMARC, you’ll add another record to your DNS settings.

• Go to Your DNS Settings: Log in to your domain registrar’s website and go to your DNS settings.
• Add a TXT Record: Add a new TXT record. The name for this record is usually _dmarc.
• Define Your DMARC Policy: Set the DMARC policy in the value field. Here’s an example: v=DMARC1; p=quarantine; rua=mailto:[email protected]; ruf=mailto:[email protected];
  • v=DMARC1;: The version of DMARC protocol
  • p=quarantine;: Emails that fail authentication should be sent to spam. You can also use ‘reject’ to discard them or ‘none’ to do nothing.
  • rua=mailto:[email protected]; and ruf=mailto:[email protected];: The email address where aggregate reports and forensic reports will be sent.
• Save Your Changes: Save the changes to your DNS settings and wait for them to take effect.

DMARC will help you manage emails that fail authentication and will help improve your domain security.

Step 6: Test Your Setup

Once you have all these set up, the last step is to check that everything is set up correctly.

• Use Email Testing Tools: There are many free tools online that check your email authentication settings. They will check the SPF, DKIM, and DMARC records. Use these tools to confirm that your records are correct.
• Send Test Emails: Send some test emails to different email providers (Gmail, Outlook, etc.). Check the email headers to see if the authentication checks are working.
• Review Reports: Check the reports from your DMARC policy. They will tell you how your emails are being handled. Also, the reports can help you to find any potential issues with authentication.

By testing and reviewing reports, you can fine-tune your settings. This can help improve your deliverability and email security.

Troubleshooting Email Authentication Issues

Even with the best-laid plans, you may find some snags. Here are some common email authentication issues that you may run into:

SPF Record Issues

SPF record errors are quite common. They can stop emails from getting delivered. Here’s what to look out for:

• Too Many Lookups: SPF records are limited in the number of lookups they can perform. If your record has too many, it may cause a “PermError” which can cause problems with email delivery. Avoid nesting many include statements.
• Incorrect Syntax: Mistakes in the SPF record’s syntax will cause authentication to fail. Check for errors such as extra spaces, incorrect use of include or ip4, or missing a ~all or -all at the end of the record.
• Outdated IP Addresses: If your SPF records are not kept up to date, they may contain old IP addresses. This may lead to authentication failures. Review the SPF record, and add new IP addresses when needed.
• Multiple SPF Records: You can have only one SPF record. If your domain has more than one, it can cause issues. Review all your SPF records to remove extra ones. Then combine all needed IP addresses into a single SPF record.

DKIM Record Problems

DKIM record problems can also lead to email authentication issues. Here are a few issues to note:

• Incorrect Key: If the public key in your DNS record doesn’t match your private key, DKIM authentication will fail. Use your system’s tools to check your keys, and ensure they match each other.
• Syntax Errors: Any errors in the DKIM record syntax will cause issues. Check for extra spaces, or wrong syntax in the record value, and make changes as needed.
• Key Length: Make sure you use an adequate key length. Keys that are too short may not be seen as secure. Use keys that are at least 1024 bits long.
• Record Not Found: If the DKIM record isn’t found by the mail servers, DKIM authentication will fail. Check your DNS settings, and make sure the record is present and accessible.

DMARC Errors

DMARC setup errors can prevent you from getting reports and properly managing unauthenticated emails:

• Missing or Incorrect Tags: Mistakes in the DMARC record syntax will cause problems. Review the record to make sure it follows the correct DMARC syntax. Use tools to check that each tag is used correctly.
• Report Issues: If your DMARC reports aren’t coming, check the rua and ruf tags. Make sure the email addresses are correct, and that your mail servers can send messages to those addresses.
• Incorrect Policy: If you have your DMARC policy set to reject without having SPF and DKIM set up correctly, you may end up rejecting a lot of legitimate emails. Start with a policy of none to get reports and only then switch to ‘quarantine’ or ‘reject’ as needed.

General Troubleshooting Tips

Here are some troubleshooting tips that will help you manage and fix common problems:

• Check DNS Propagation: When you make DNS changes, it may take some time for them to take effect. This is called DNS propagation. You can use online tools to check if your changes have fully propagated. This is something to check if your email authentication isn’t working.
• Use Testing Tools: Use online email authentication testing tools. These tools can help diagnose problems with your SPF, DKIM, and DMARC settings.
• Review Email Headers: When emails fail authentication, they will provide a reason for the failure in the email headers. This helps to pinpoint the source of the issue.
• Consult with Experts: If you are still running into trouble, don’t hesitate to reach out to an expert. They can help you get your email settings configured and set up.

Troubleshooting requires patience and a methodical approach. If you keep testing and checking your records, you’ll be in a better place to handle and fix issues and keep your email authentication working well.

Best Practices for Ongoing Email Authentication

Email authentication isn’t a set-it-and-forget-it task. It needs regular maintenance and review to ensure your email campaigns stay effective and your security remains strong. Here’s how to keep your email authentication in top shape:

Regularly Monitor Your DMARC Reports

DMARC reports are vital for checking how your emails are being handled. These reports contain data on the emails being sent through your domain. This will give you visibility on any authentication failures. It’s key to analyze these reports on a regular basis to find issues and improve your email security settings.

Here’s what to look for in DMARC reports:

• Authentication Failures: Look for emails that fail SPF or DKIM checks. These emails may not be from you, which could indicate a phishing attack. You should address these issues right away.
• Email Sources: You may also want to look for sending sources that are not on your allowed list. This may be a sign of a new service that needs to be added to your records, or an unauthorized sender.
• Policy Enforcement: Track how your DMARC policy is being enforced. Check to see if emails are being quarantined or rejected when they should. This will give you an idea of how your policy is working.

Use the DMARC reports to fine-tune your policies. Over time, you will get a better understanding of your email ecosystem, which will help improve your settings.

Update Your SPF and DKIM Records

Your email sending setup can change as you make updates to your marketing tools. Because of this, it is important to keep your SPF and DKIM records up to date. For example, when you add a new service, add that service’s sending servers to your SPF record. When you change email providers, make sure to update both your SPF and DKIM records.

Here’s what you should consider:

• New Email Services: Any time you start using a new email service, or change providers, make sure to update your SPF and DKIM records. Failing to update them will cause deliverability issues.
• Server Changes: If you are self-hosting your email server, any changes to the IP addresses must be updated in your records. This will keep your records consistent and accurate.
• Regular Review: Set up a calendar reminder to regularly check and update your records. By regularly reviewing your records, you can address issues as they arise, keeping your setup secure.

By keeping your records up to date, your emails are more likely to pass the authentication checks. This helps to keep your sender reputation high and to improve your email delivery.

Adjust Your DMARC Policy

Your DMARC policy is a key part of your overall email security plan. As you monitor and review your DMARC reports, you may need to adjust your policy to align with your current strategy and security needs.

Here’s a simple explanation:

• Start with “None”: Start with a DMARC policy of none. This allows you to get reports without affecting email delivery. It can help you to check your authentication setup before you make any big changes to your email delivery.
• Move to “Quarantine”: As you get comfortable with your system, switch your policy to quarantine. This will move emails that fail authentication to the junk folder. Then, you can continue monitoring the email delivery and see if there are any issues.
• Implement “Reject”: Once you are sure that your system is working as expected, you can switch your policy to reject. This will block all unauthenticated emails from landing in the recipient’s inbox. By this time you’ll have a good handle on your email system and be confident that you are rejecting the right emails.
• Use Subdomain Policies: You may have different DMARC policies for different subdomains. It gives you finer control and allows you to enforce more specific policies where they are needed.

By fine-tuning your policy, you can reduce the risk of email fraud and enhance your overall email security.

Educate Your Team

Email authentication is a team effort. If everyone is aware of best practices, they’ll better support the integrity of your email system. This may include:

• Training: Train your teams on why authentication is important and what steps they should take to ensure it works well. Make sure they understand the authentication process so everyone can work better.
• Shared Resources: Give them documentation and resources. This will empower them to stay in compliance and help keep the system secure.
• Regular Updates: Provide your team with regular updates. This will keep everyone informed on new threats and changes in policy.

By keeping your team informed, they will help ensure your email authentication practices remain strong and consistent.

Conduct Regular Audits

As a final step, it is key to conduct regular audits of your email authentication setup. This helps to find problems early. It also keeps your email system working well.

Here’s what to cover in your audits:

• DNS Records: Check your DNS records to ensure that your SPF, DKIM, and DMARC records are set up correctly. Look for any errors or outdated information.
• Authentication Tools: Use testing tools to make sure your setup is working. Check that your emails are passing authentication checks and look for any issues.
• Compliance: Check your settings against the current best practices. Make sure you are compliant with industry standards and any new requirements.
• Review Processes: Take a look at your procedures. Look for areas that can be improved. This will help you make sure your email system is working at peak performance.

Regular audits and regular maintenance ensure that your email system is always working well. This is the best way to ensure that your emails are secure, trustworthy, and delivered effectively.

Email Authentication: More Than Just a Technicality

Email authentication is more than just a technical task, it is key to the success of any email marketing strategy. It’s about building trust with your audience, protecting your brand, and ensuring your messages reach the intended recipients. When you are new to email marketing, you may find the ideas of SPF, DKIM, and DMARC daunting. But by understanding the basics and taking the steps to properly implement these methods, you’re setting yourself up for email success.

You’ve learned that email authentication helps to improve delivery rates by ensuring that your emails make it to the inbox instead of the spam folder. This means more people are seeing your messages and interacting with your brand. It helps to protect your domain from bad actors who may attempt to impersonate your brand. You have also seen that email authentication increases sender reputation, which is crucial for maintaining good delivery rates.

By understanding and using email authentication methods, your email campaigns are more likely to reach their goal. It’s a crucial step in building a solid email presence, and this will pay off in the long run with better engagement rates and a stronger relationship with your audience. So don’t wait. Start setting up your email authentication today and you’ll see great improvements in your email marketing performance.