What is Email Authentication?

Email authentication is a crucial aspect of email marketing that is often overlooked. With the rise of spam and phishing attacks, it has become more important than ever to verify the authenticity of emails and ensure they are coming from legitimate sources. Email authentication involves using various protocols and techniques to verify the sender's identity and prevent unauthorized use of their domain. In this blog post, we will define the reply for “what is email authentication?”  why it is important, and how it affects email marketing campaigns; additionally references to 2024 Gmail and Yahoo Authentication Requirements

Whether you are a marketer or a business owner, understanding email authentication is essential for ensuring the deliverability and effectiveness of your email campaigns. So, let’s begin!

What is Email Authentication

Definition: What is Email Authentication?

Email authentication is a set of protocols and technologies used to verify the authenticity and integrity of email messages. It ensures that the sender is who they claim to be and that the message has not been tampered with during transit.

There are different email authentication methods, such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC). SPF specifies which IP addresses are allowed to send emails on behalf of a domain. DKIM digitally signs outgoing emails to verify their source and detect any modifications. DMARC combines SPF and DKIM, allowing email senders to specify how receivers should handle failed authentication attempts. Different email services may support methods; therefore you should check deeper for the exact solution to your needs. 

On the other hand, implementing email authentication is crucial for email marketing, as it helps build trust with subscribers and protect your brand reputation. It reduces the chances of your emails being flagged as spam or delivered to the recipient's junk folder. Additionally, authenticated emails are less likely to be intercepted by cybercriminals for phishing or spoofing purposes. By securing your email communications, you can ensure that your marketing campaigns reach the intended recipients and yield better results.

You can watch our Youtube video for more details and tips:

The Importance of Email Authentication in Email Marketing

Email authentication plays a critical role in the success of email marketing campaigns. By implementing email authentication methods such as SPF, DKIM, and DMARC, businesses can build trust with their subscribers and protect their brand reputation.

One of the key advantages of email authentication is that it reduces the chances of your emails being flagged as spam or ending up in the recipient's junk folder. When your emails are authenticated, internet service providers (ISPs) and email providers are more likely to recognize them as legitimate and deliver them to the inbox. This ensures that your marketing messages reach the intended recipients and have a better chance of being seen and acted upon.

Furthermore, email authentication helps protect your brand from phishing and spoofing attacks. Cybercriminals often try to impersonate legitimate businesses using forged email addresses. By implementing email authentication protocols, you can ensure that your recipients can trust the authenticity of your emails and are less likely to fall victim to phishing attempts.

In summary, email authentication is crucial for email marketing success. It not only improves email deliverability but also enhances brand trust and protects against cyber threats. By taking the necessary steps to authenticate your emails, you can maximize the effectiveness of your marketing campaigns and achieve better results.

Different Types of Email Authentication Methods

As we mentioned in the beginning, there are several email authentication methods that businesses can implement to enhance their email marketing efforts. Here are the three main types of email authentication protocols you should be aware of:

1- SPF (Sender Policy Framework): SPF is a widely used email authentication method that verifies if the sender's IP address is authorized to send emails on behalf of a specific domain. It creates a list of authorized IP addresses that can send emails, reducing the risk of spoofing and improving email deliverability.

2- DKIM (DomainKeys Identified Mail): DKIM adds a digital signature to outgoing emails, allowing the recipient's server to verify the authenticity of the email's domain. This ensures that the email hasn't been altered in transit and confirms the domain's credibility.

3- DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC combines SPF and DKIM to provide a comprehensive email authentication solution. It allows senders to define policies for email handling, such as whether to reject or quarantine emails that fail authentication checks. DMARC also provides reports on email delivery and authentication results, enabling businesses to gain insights into their email marketing performance.

By implementing these email authentication methods correctly, businesses can enhance their email marketing campaigns, improve deliverability, and protect their brand reputation. Now let's discover each method and how you can setup your DNS records.

How to Authenticate Your Emails

If you are wondering how you can authenticate your emails, how you can setup DMARC, SPF and DKIM records for your domain to increase your email deliverability here are the steps you can take:

1- How to Setup SPF (Sender Policy Framework) Records?

Setting up SPF (Sender Policy Framework) records for your domain is an essential step in preventing email spoofing and ensuring that your emails are delivered successfully. SPF allows domain owners to specify which mail servers are authorized to send email on behalf of their domain. This is done by adding a specific SPF record to the DNS settings of your domain.

Here's a step-by-step guide to setting up an SPF record:

1. Identify Your Sending Sources

First, list all the IP addresses and domains of the servers and services that send email on behalf of your domain. This includes your own mail servers, third-party email service providers (like Gmail, Office 365, SendGrid, etc.), and any other services that send emails (like marketing tools or customer support platforms).

2. Create Your SPF Record

An SPF record is a TXT record that lists all authorized sending sources for your domain. The syntax for an SPF record starts with v=spf1, followed by mechanisms that specify the allowed senders, and ends with an all mechanism (-all, ~all, or ?all) that defines how receivers should treat emails from non-authorized sources.

Here's a breakdown of the mechanisms:

  • IP4/IP6: Specify IP addresses or ranges directly (ip4:, ip6:...).
  • a: Allows the domain's A records to send mail.
  • mx: Allows the domain's MX records to send mail.
  • include: Includes another domain's SPF record (include:spf.example.com).
  • all: Specifies the policy for handling mail from sources not listed in the record. -all for hard fail, ~all for soft fail, and ?all for neutral.

It is a better practice to start with a soft fail, i.e. ~all so that your emails are not rejected. Once you get more familiar with those records, you can change it to a hard fail, i.e. -all .

3. Publish the SPF Record in DNS

Add your SPF record to the DNS settings of your domain as a TXT record. The host name should be @ (representing your domain), and the value should be the SPF string you created.


Assume you have a domain example.com, and you send email through your own SMTP server (IP:, Google Workspace, and a marketing platform that uses emailservices.com. Your SPF record might look like this:

v=spf1 ip4: include:_spf.google.com include:spf.emailservices.com -all

This record authorizes emails sent from the specified IP address, all servers allowed by Google Workspace's SPF record, and servers authorized by emailservices.com's SPF record. The -all mechanism indicates that emails from any other sources should be considered unauthorized and treated accordingly (usually rejected or marked as spam).

4. Test Your SPF Record

After publishing the SPF record, it's important to test it to ensure it's correctly set up and valid. You can use various online SPF record testing tools to check your SPF record for syntax errors and validate its setup.

Adding the SPF Record:

To add the SPF record:

  1. Log into your domain registrar or DNS provider's management console.
  2. Navigate to the DNS management area.
  3. Look for an option to add a new TXT record.
  4. Enter @ as the host name or leave it blank if required.
  5. Paste your SPF record into the value field.
  6. Save the changes and wait for DNS propagation, which can take up to 48 hours.

Correctly setting up an SPF record is a crucial part of managing your email's deliverability and security. By clearly specifying which mail servers are authorized to send email on behalf of your domain, you help prevent email spoofing and ensure that your legitimate emails are more likely to reach their intended recipients.

2- How to Setup DKIM (DomainKeys Identified Mail) Records?

Setting up DKIM (DomainKeys Identified Mail) involves several steps that require access to your domain's DNS (Domain Name System) records and your email server or email service provider. DKIM helps to ensure that an email message was not altered in transit between the sending and receiving servers, providing a digital signature that verifies the sender's domain.

Here's a simplified overview of how to set up DKIM records:

1. Generate a DKIM Key Pair

First, you need to generate a DKIM key pair, which includes a public key and a private key. The public key will be published in your DNS records, while the private key is kept secure on your email server or with your email service provider.

  • If you're using an email service provider (like Gmail, Office 365, SendGrid, etc.), they will often provide you with the DKIM key pair and specific instructions.
  • If you're managing your own email server, you might use software like OpenDKIM or other tools to generate the key pair.

2. Publish the Public Key in DNS

Once you have your DKIM public key, you need to publish it in your domain's DNS records. This usually involves creating a TXT record. The name/value format of the DKIM TXT record can vary, but it typically looks something like this:

  • Record Type: TXT
  • Host/Name: selector._domainkey.yourdomain.com (where "selector" is a unique name you choose to identify your DKIM public key, and "yourdomain.com" is your actual domain name)
  • Value: "v=DKIM1; k=rsa; p=MIGfMA0GCSqGSIb3DQEBAQUAA4GNADCBiQKBgQCrZ2KmKJp5..."

Here's an example:

  • Suppose your domain is example.com, and you've chosen mail as your selector. Your DNS record might look like:
    • Host/Name: mail._domainkey.example.com
    • Value: "v=DKIM1; k=rsa; p=MIIBIjANBgkqhkiG9w0BAQEFAAOCAQ8AMIIBCgKCAQEAtV..."

3. Configure Your Email Server or Service

Next, configure your email server or service to use the private key to sign outgoing emails. The configuration steps will vary depending on the software or service provider you are using.

  • Email Service Providers: Follow their specific instructions to enable DKIM signing. You may need to enter the selector you chose during the setup.
  • Self-Managed Email Servers: If you're using a specific email server software, refer to its documentation on how to configure DKIM signing for outgoing emails.

4. Test Your DKIM Setup

After setting up DKIM, it's important to test and ensure that it's working correctly. You can use tools provided by various organizations online to check your DKIM signature.

Example Configuration:

Let's say you're using example.com as your domain and you've chosen mail2024 as your selector. After generating your DKIM key pair, you might add a TXT record to your DNS like this:

  • Host/Name: mail2024._domainkey.example.com
  • Value: "v=DKIM1; k=rsa; p=MIIBIjANBgkqhkiG9w0BAQEFAAOCAQ8AMIIBCgKCAQEA7siZv3..."

Remember, the actual "Value" part will be much longer, containing the full public key. Once configured, ensure that your email server or service provider is signing emails with the private key corresponding to this public key.

Finally, verify the setup using DKIM validators to ensure emails are being signed correctly. Successful DKIM configuration helps improve email deliverability by verifying the email's integrity and sender's domain.


3- How to Setup DMARC (Domain-based Message Authentication, Reporting, and Conformance) Records?

DMARC is crucial for your email security. It is also very important for your emails to be delivered in your audience's inbox. In order to setup your DMARC record, you need to have access to your DNS (domain name server) management portal. You may want to know where is your DNS management. It is probably where you purchased your domain name from (Probably your GoDaddy or namecheap account for instance.) Once you figure it out you can create a TXT records by saying "Create/Add a DNS Record" button on your DNS management panel. After that you can create a record like the one below:

DMARC record example

So the name should be "_dmarc" . Content or value in some cases should be " v=DMARC1; p=quarantine" . For the rua=".....@dmarc-reports " area you do not need to put anything at first. If you are expert, you can put the email address that you will receive DMARC reports to. But it is not necessary to comply with DMARC. You can do it later on.

The "p" in DMARC refers to the "policy" that the domain owner advises email receivers to apply when handling emails that fail DMARC checks. The "p" tag is one of the essential tags in a DMARC record, which is published in the DNS records of the domain.

There are three options available for the "p" (policy) tag in DMARC:

  1. none: This policy instructs the receiving mail servers to take no action against emails that fail the DMARC checks. It's typically used for monitoring purposes, allowing the domain owner to receive reports on email flows and identify possible authentication issues without affecting the delivery of emails that fail DMARC. This setting is often used when domain owners are first implementing DMARC and wish to understand its impact without risking legitimate email delivery.
  2. quarantine: This policy advises mail servers to treat emails that fail the DMARC checks with suspicion. Typically, such emails are placed into the spam or junk folder rather than the recipient's main inbox. This setting offers a balance between taking action against potential fraudulent emails and reducing the risk of legitimate emails being incorrectly blocked.
  3. reject: The strictest policy, "reject" instructs receiving mail servers to reject emails that fail DMARC checks outright. This means that the email will not be delivered to the intended recipient's mailbox at all if it doesn't pass the DMARC authentication checks. This policy is recommended for organizations that have fully implemented SPF and DKIM across their email sending sources and are confident that legitimate emails will pass DMARC verification.

Choosing the right DMARC policy depends on the organization's level of email authentication implementation, their risk tolerance, and their readiness to potentially impact legitimate email delivery. It's common to start with a policy of "none" for monitoring and then move to "quarantine" or "reject" as the organization becomes more comfortable with the impact of DMARC on their email ecosystem.


How Email Authentication Affects Email Deliverability?

Email authentication also has a significant impact on email deliverability, making it a crucial aspect of successful email marketing campaigns. When businesses implement email authentication methods such as SPF, DKIM, and DMARC, they are essentially ensuring that their emails are trusted and verified by the recipient's email server. This, in turn, increases the chances of their emails reaching the recipient's inbox instead of being flagged as spam.

By using SPF, businesses can prevent spammers from spoofing their domain, reducing the risk of their emails being marked as fraudulent or untrustworthy. DKIM adds an additional layer of security by digitally signing the emails, proving their authenticity and protecting against tampering during transit. Combined with SPF, DMARC allows businesses to define policies and receive reports on the authentication status of their emails, helping them maintain control over their email deliverability.


Staying Up-to-date! : Changes in Gmail and Yahoo Authentication starting from February 2024 

In our exploration of email authentication, we've established the fundamental importance of protocols like SPF, DKIM, and DMARC in ensuring the security and success of email marketing campaigns. As we delve deeper into this topic, it's crucial to stay attuned to the ever-evolving landscape of email service providers and their authentication requirements. 

Fast forward to February 2024, and Gmail and Yahoo have rolled out substantial updates in their authentication requirements for bulk email senders.. In our blog post and video on the subject “February 2024 Gmail and Yahoo Authentication Requirements” we’ve provided the crucial information on the recent Gmail and Yahoo authentication requirements in detail.  These changes, designed to bolster security measures and combat spam, necessitate a closer look at current practices. 

First of all Gmail's upcoming advanced authentication features demand our attention, urging us to anticipate and adapt to heightened security measures. As marketers, being aware of these updates is not just a proactive measure but a strategic move to align with the latest industry standards and safeguard the deliverability of our email campaigns. Simultaneously, Yahoo is gearing up to implement enhanced authentication measures, reinforcing the importance of adhering to evolving standards. For those sending emails through Yahoo, understanding and implementing these changes become imperative to maintain optimal deliverability and trust with their audience.

Now let’s delve into the practical implications and potential challenges that senders may face in adapting to these changes.

Google & Yahoo’s New Email Requirements Februrary 2024

Practical Implications of Gmail and Yahoo Authentication Requirements

The recent authentication requirements introduced by Gmail and Yahoo are not merely technical adjustments; they have practical implications for email senders. One significant impact is on the deliverability of emails. With stringent authentication measures, these email service providers aim to ensure that only legitimate and authenticated emails reach users' inboxes. As a sender, compliance with these requirements translates into a higher chance of your emails being delivered successfully.

Moreover, the one-click unsubscribe mechanism is not just a compliance checkbox; it's a user-centric approach that contributes to building a positive sender reputation. By incorporating this feature, senders not only adhere to guidelines but also enhance the overall user experience, reducing the likelihood of recipients marking emails as spam.

Another practical consideration is the need for continuous monitoring and adjustment. The digital landscape evolves, and so do email authentication standards. Regularly reviewing and updating authentication practices is essential for maintaining a positive sender reputation and ensuring consistent email deliverability.

Challenges in Adapting to New Authentication Standards

Adapting to the evolving Gmail and Yahoo authentication standards may pose certain challenges for email senders. One such challenge is the need for technical expertise in handling DNS settings. For individuals or businesses not well-versed in DNS management, seeking assistance from IT professionals or domain providers becomes crucial to ensure accurate configuration.

The meticulous authentication process, particularly for senders exceeding 5000 emails a day, demands attention to detail. Coordinating SPF, DKIM, and DMARC records across different email service providers can be intricate. Senders may encounter difficulties in understanding the specific authentication processes required by each provider, emphasizing the need for clarity and guidance.

Furthermore, maintaining compliance with spam complaint rates requires consistent effort. Senders must actively manage their email lists, promptly process unsubscribe requests, and monitor spam complaint rates to stay within the recommended thresholds. Failure to do so could result in adverse consequences, including emails being marked as spam or even blocked.

Conclusion: Secure Your Email Future with Mailsoftly

As the landscape of email authentication undergoes significant changes with the impending updates from Google and Yahoo in February 2024, Mailsoftly stands ready to be your steadfast partner in this transition. The importance of adhering to these new standards cannot be overstated, and we're here to guide you every step of the way.

Understanding the changes and their impact is the first crucial step. These modifications are not exclusive to Mailsoftly users; they are universal changes aimed at enhancing email security for all bulk email senders. Unauthenticated emails may face scrutiny from major providers, but with Mailsoftly, rest assured that all outgoing emails will meet the stringent authentication standards.

We recognize the significance of compliance with the new standards and maintaining optimal email deliverability. Whether you've self-authenticated or are yet to do so, our support team is ready to assist you. For users with free email accounts, our seamless adjustments ensure uninterrupted email delivery, even if you don't have a custom domain.

Mailsoftly is committed to supporting you through these changes. Schedule an appointment with our experts to adapt to Google and Yahoo's new email requirements effectively. Our support team, along with your IT department, can guide you in setting up DMARC policies, authenticating your domain, and ensuring a smooth transition to the new authentication standards. ,

Don't wait until the changes take effect in February 2024. Take proactive steps now to secure the future of your email campaigns. Click the button below to schedule an appointment and ensure that your emails remain unaffected by the upcoming Gmail and Yahoo authentication requirements. At Mailsoftly, we're not just your email service provider; we're your dedicated partner in navigating the evolving landscape of email authentication.