FUN FACT: In 2015 the number of emails sent per day was around 205 billion. That is 2.4 million sent every second, and 74 trillion each year. – Radicati Group
It estimated that marketing emails are responsible for 70% of “this is spam” complaints, says ReturnPath. So how do you keep your emails out of your receivers’ spam box? Enter DMARC, aka Domain-based Message Authentication, Reporting & Conformance.
Domain-based Message Autha-whata you may be asking? In the simplest of terms, DMARC ensures your emails don’t end up in your end-users spam box. A more technical explanation says:
“DMARC is a protocol that uses SPF* and DKIM* to determine the authenticity of an email message. A properly configured DMARC policy can tell a receiving server whether or not to accept an email from a particular sender” – SendGrid.com
DMARC was created to prevent phishing emails, eliminate hackers spoofing your email address, and to overall reduce spam emails. This email authentication standard works by telling a domain what it should do with a message it receives, including allowing it into the mailbox, filtering it to the spam folder and/or bouncing it all together.
So how is this relevant to you, besides keeping spam from hitting your own mailbox? DMARC is making it harder for email marketers and small businesses to get their own emails reaching their desired targets. Currently Yahoo already has a policy put in place that only Yahoo can send email from a @yahoo.com email address, and Microsoft and Gmail are following close behind sometime this year. All email must be sent by an owned domain to ensure it gets delivered.
*Sender Policy Framework (SPF) – is a simple email validation system designed to detect email spoofing by providing a mechanism to allow receiving mail exchangers to check that incoming mail from a domain comes from a host authorized by that domain’s administrators.
*DomainKeys Identified Mail (DKIM) – is an email authentication method designed to detect email spoofing. It allows the receiver to check that an email claimed to come from a specific domain was indeed authorized by the owner of that domain. It is intended to prevent forged sender addresses in emails, a techinque often used in phishing and email spam.