Discover DMARC authentication and see the benefits for your email marketing strategy – WAU

In addition to all the structural and content issues of your email marketing campaign, it is essential to pay attention to technical details, such as DMARC. With a simple configuration of certain technical standards, you can guarantee the greatest security and efficiency of your campaigns.

With so much information bombarding consumers daily, you need to find ways to filter it. What is great for these people, but what about the brands that invested a good part of their resources to create a communication with them?

Thinking about it, the great concern of marketers is no longer the creation of a complete email marketing strategy and also covers the best measures so that this message reaches the right way for its target audience.

That is why, it’s essential to ensure security when sending your campaigns to avoid, for example, flagging as spam. For this, it is necessary to pay attention to the necessary technical standards, such as DMARC.

It’s not enough that your emails are produced with the best intentions for the recipient, you need to show providers that your content is, in fact, safe.

And this signaling can be done from the DMARC configuration, guaranteeing the authenticity of who is sending the message. Next, we’ll cover:

Continue reading this article to clear all your doubts about this concept!

What is DMARC?

The acronym DMARC stands for Domain-based Message Authentication, Reporting, and Conference. In a literal translation, it is an authentication of messages based on the domain.

That is, it is a way to validate an email so that the providers receive and authenticate what was received by the recipient, avoiding suspicious messages.

After all, according to the Email Marketing Trends 2018 study, just over 76% of companies use this strategy, thus becoming a means of mass communication.

In practice, therefore, consumers are impacted daily with numerous messages and, in most cases, are not with content considered relevant to the consumer.

In a survey conducted by Abrahosting (London Association of Hosting Infrastructure Companies on the Internet), it was identified that only 3% of emails circulating through digital channels are not advertisements or messages with suspicious intentions.

DMARC serves precisely to protect users’ inbox.

This process is therefore done to reduce the number of spam and fraud when it comes to email marketing. Thus, providers ensure that the sender is, in fact, who he claims to be.

To increase the delivery rate of your emails, for example, or even the open rate, it is critical that providers trust your domain.

In practice, it is now possible to identify whether whoever is sending an email is, in fact, who he claims to be. At a time marked by increasingly demanding consumers, it is essential to think about all the details of the user experience and part of that job is to offer greater security to your leads.

How does authentication work in practice?

For a long time, the two authentication systems were the most used for this matter: SPF (Sender Policy Framework and DKIM (DomainKeys Identified Mail).

Despite helping to identify the authenticity of the sender, these two standards were unable to define what to do if the origin of the sending was not valid.

Now, with DMARC, as soon as a misalignment between the sender and the address displayed to the recipient is detected, the process activates a protocol for the provider to accept the message and choose between two options: put it in forty or even reject it, always in accordance with the policy established by whoever is receiving the message.

The DMARC then sends the reports to the sender about who is using their domain to send the emails. Control makes it much easier to understand how to create security policies to prevent these types of threats. As a consequence, companies will strengthen their brand confidence, ceasing to be seen as threats.

Thus, the real owner of a given domain can recommend that emails sent illegitimately are already sent directly to the spam folder.

The deliverability and openness rate of these messages ends up increasing and your company’s reputation remains intact, preventing malicious users from exploiting your brand.

How to configure DMARC?

But in practice, what do you need to do to set up DMARC so that validation actually takes place? We have separated some practical examples of what you need to do to ensure that your emails actually reach their final destination. Check out!

Understand important acronyms

To configure DMARC, you need to understand the acronyms involved in the process. The “V”, for example, is the name of the record you are creating, while the “P” represents the space to say what will be done with each email, whether to reject, ignore or quarantine it. “Rua” or “Ruf” is the address where you will receive suspicions of failure.

Create a TXT record

Next, you will put this understanding in your DNS TXT record, that is, put the DMARC into practice. Some acronyms are mandatory, such as “P” and “V”, while “Rua”.

Identify accounts

In addition, it is important to identify the accounts that are trying to use your brand to deceive customers. Therefore, a tip is to create a recipient for each action that can happen with the email.

Therefore, if you want to carry out more efficient Digital Marketing actions, with a greater engagement of your email campaigns, for example, it is essential to pay attention to all the details.

Don’t just focus on the content, remember that the technical part, like DMARC, is also vital for your message to reach the final recipient.

Now that you know what DMARC is and how important this process can be for your strategies, how about going even deeper into how to make your campaigns more efficient?

Then download our ebook on the subject and check out a guide with the best engagement strategies!