DMARC Standard: Soon to Be Required to Land in Your Contacts’ Inbox

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What if we told you that one day, despite all the emails you worked hard on, the automation you put in place, and all your email marketing efforts, your emails would no longer reach their destination – your subscribers’ inboxes? What would you do?

So… Let us first reassure you. This is not going to happen. That said, a new standard that is gradually coming into force in the world of Email Marketing can put your deliverability at risk if you don’t take the necessary steps to update your systems and implement it.

DMARC required to land in your contacts' inbox

Table of Contents
DMARC – What is it?
How does the DMARC standard impact your emailing activities?
What are the benefits of DMARC and why is it so important?
What is the essence of the DMARC update we implemented at ActiveTrail?
DMARC – What is it?
You may have heard the acronym “DMARC” a time or two, but do you know what it stands for? If your answer is no, let us let you in on a little secret: you’re not alone.

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In simple terms, DMARC (officially known as “Domain-based Message Authentication, Reporting & Conformance”) is an email authentication standard aimed at reducing SPAM. Google introduced this standard when it decided it was time to improve and update everything related to email security, to prevent fraudulent emails from reaching the inboxes of potential victims, and to provide a significant advantage to those who comply with all the required authentication standards. DMARC joins the two previous authentication standards: DKIM (DomainKeys Identified Mail) – a DNS-based standard that was created to verify the identity of senders and the content of emails, and SPF (Sender Policy Framework) – a standard that offers a simple method to verify the identity of a sender.

The DMARC standard builds on the two previous standards and its goal is to verify that all their components are in sync. Therefore, it is impossible to comply with DMARC without first implementing the SPF and DKIM standards.

To put it simply, DMARC is the new sheriff in town, coming to clear the air and provide an answer to questions like: What happens if an email fails authentication? How do you handle subdomains? And how do you decide whether a specific email meets DKIM or SPF standards?

DMARC required to land in your contacts' inbox

How does the DMARC standard impact your emailing activities?
To ensure that you, your information, your reputation and, of course, your digital assets are protected to the maximum, ActiveTrail places great importance on its cybersecurity and protection mechanisms.

That's why we fully support the DMARC standard, which helps ensure that your legitimate emails land safely in as many inboxes as possible.

What are the benefits of DMARC and why is it so important?
Deliverability: You’ve invested time and effort. You’ve thought long and hard about what you want to include in your emails. You’ve set up your campaign in the system and sent it to your subscribers, but none of them have received it because you forgot to set up the various authentication standards. A real bummer, right?
Right now, with information security, email fraud, and data breaches at the top of our agenda, many companies are blocking emails that come from non-DMARC-compliant sources. As such, implementing DMARC for your domain can help improve the deliverability of emails sent from your domain. In fact, if you decide in the future that it’s time to improve your domain security, you’ll need to implement these authentication standard changes anyway. So get ahead of the game!

Security: The primary goal of the DMARC standard is to detect and prevent spoofing (deceptive emails) and phishing scams, such as schemes that attempt to impersonate companies and brands by sending emails that appear to come from their domains. In cases where the sender’s identity cannot be validated or an email is suspected of being SPAM – the email will be blocked/rejected according to the domain’s DMARC settings (it’s worth noting that you can set the settings so that emails that fail DMARC tests are not blocked at all).
In short, DMARC allows you to prevent emails from being sent on your behalf from various email marketing systems, giving you control over who can send emails on your behalf and who can't.

Brand credibility: You receive an email telling you that you’ve received some amazing perk or that your name has come out as the winner of a lottery that will entitle you to an overseas holiday. However, you then take the time to look up who sent you the email and quickly realise that it was sent from a Gmail account and not from a company domain that you can Google. Sounds a bit fishy, ​​right? It’s essential that your subscribers feel confident every time they see your brand name and, in practice, DMARC allows you to do just that – by ensuring that only you can send emails from your company domain(s), for example [email protected].
Unusual behaviors, such as emails sent from Gmail, or other examples we mentioned above, will eventually lead to a reduction in sales for your business.

What is the essence of the DMARC update we implemented at ActiveTrail?
We have made it easier for you to implement the DMARC standard so that everyone can benefit from better security for all emails sent by the system. This means that you, as a sender, can now define that, for example, emails sent from your ActiveTrail account, but which do not meet the DMARC requirements, will not be sent. In other words, by implementing and activating the DMARC standard on your account, you prevent others from sending emails on your behalf. This prevents fraudulent activities and counterfeits.