Email Deliverability: Why SPF and DMARC Are Essential for Your Business
Email remains one of the most powerful marketing and communication tools for small and medium-sized businesses (SMBs). However, simply sending emails isn’t enough—you need to ensure they actually land in your customers’ inboxes. That’s where email deliverability comes in.
If your emails aren’t reaching their destination, you could be missing out on sales, losing customer trust, or even damaging your brand’s reputation. One of the most effective ways to improve deliverability is by setting up SPF (Sender Policy Framework) and DMARC (Domain-based Message Authentication, Reporting & Conformance) records. These email authentication protocols help protect your domain from phishing, spoofing, and spam attacks while ensuring that legitimate emails get delivered.
What is Email Deliverability?
Email deliverability refers to the ability of your emails to successfully reach inboxes instead of being flagged as spam or rejected outright by email providers like Gmail, Outlook, or Yahoo. Many factors affect deliverability, including your sender reputation, email content, and whether your domain is properly authenticated.
Without authentication, your emails are more likely to be blocked or filtered into spam folders, even if they come from a trusted source.
What is SPF and Why Does It Matter?
SPF (Sender Policy Framework) is a type of email authentication that helps prevent spammers from sending emails on behalf of your domain. It works by defining a list of approved mail servers that are allowed to send emails using your domain.
When an email is sent, the recipient’s mail server checks the SPF record to verify whether the sending server is authorized. If it isn’t, the email may be rejected or marked as spam.
Benefits of SPF:
Prevents email spoofing and phishing attacks
Reduces the risk of your emails being marked as spam
Helps maintain a positive sender reputation
What is DMARC and Why Should You Use It?
DMARC (Domain-based Message Authentication, Reporting & Conformance) is another layer of email security that works alongside SPF and another protocol called DKIM (DomainKeys Identified Mail). DMARC allows domain owners to specify how email providers should handle unauthenticated emails sent from their domain.
With a DMARC policy in place, you can instruct email providers to:
Monitor emails and report unauthorized usage
Quarantine suspicious emails
Reject fraudulent emails entirely
Benefits of DMARC:
Protects your domain from spoofing and phishing attacks
Helps ensure legitimate emails reach inboxes
Provides visibility into who is sending emails from your domain
How to Add SPF and DMARC Records
To implement SPF and DMARC, you’ll need to update your DNS (Domain Name System) records. Here’s how:
Adding an SPF Record:
Log in to your domain registrar (e.g., GoDaddy, Namecheap, Cloudflare).
Navigate to your DNS settings.
Add a TXT record with the following format:
v=spf1 include:_spf.google.com ~allReplace
_spf.google.comwith your email provider’s SPF record (check their documentation for details).
Adding a DMARC Record:
Go to your DNS settings.
Add a TXT record with the following format:
v=DMARC1; p=reject; rua=mailto:your@email.com;p=rejecttells email providers to reject unauthenticated emails.rua=mailto:your@email.comallows you to receive reports about unauthorized emails.
The Bottom Line
SPF and DMARC aren’t just technical recommendations—they’re essential for protecting your brand, improving email deliverability, and ensuring your messages reach your customers. Without them, your emails are at greater risk of being flagged as spam or used for phishing attacks.
If you’re unsure how to set up SPF and DMARC, your email provider or IT specialist can help. Taking the time to configure these records now will help secure your email communications and strengthen your business’s online reputation.
