4.2.7 - Email Deliverability: Making Sure Your Emails Land in the Inbox (Difficulty: Advanced | Path: Scale)

What are SPF, DKIM & DMARC?

What are they?

SPF, DKIM, and DMARC are three types of email authentication records that you set up in your domain's DNS settings. Think of them as your email's digital passport and security check, proving to inbox providers (like Gmail and Outlook) that you are who you say you are.

• SPF (Sender Policy Framework): A public list of all the servers (e.g., your email platform like Klaviyo) that are *authorized* to send email on behalf of your domain.
• DKIM (DomainKeys Identified Mail): A digital signature that uses cryptography to 'seal' your email. It proves that the email's content hasn't been tampered with in transit.
• DMARC (Domain-based Message Authentication, Reporting & Conformance): The 'enforcer'. This record tells inbox providers *what to do* if an email fails the SPF or DKIM checks (e.g., 'reject it' or 'send it to spam').

Why are they important?

As of 2024, Google and Yahoo require these records for all bulk senders. Without them, your emails are not 'authenticated'. This makes you look like a potential spoofer or phisher, and your emails will be sent straight to the spam folder or rejected entirely. Setting them up is no longer optional; it is a technical requirement for deliverability.

How to Do It:

Your email marketing platform (Klaviyo, Omnisend, etc.) will provide you with the exact CNAME or TXT records you need to add. You will:

1. Go to your domain provider's website (e.g., GoDaddy, Namecheap, or Shopify Domains).
2. Navigate to the 'DNS Management' section for your domain.
3. Carefully copy and paste the SPF, DKIM, and DMARC records provided by your email platform to create new DNS records.
4. After 24-48 hours, use the 'verify' button in your email platform to confirm they are set up correctly.