DMARC starts to bite – Industry changes to email policies

Email is a key platform for electronic direct marketing. DMARC has taken it’s time to bite but now it is in full swing. Email records set-up correctly should have no issue. ESP’s set-up correctly and that communicate the options to users would also have no problem.

Explaining DMARC to customers and marketing professionals is a little more difficult. What you need need to know before trying to understand it is this:

  1. DMARC is in response to the significant issues with SPAM, phising and Spoof emails.
  2. Unfortunately poor SPAM laws have contributed to confusion amongst marketers.
  3. eBlasting has also contributed to the issues being faced.
  4. Major mail hosts are now enforcing DMARC.
  5. You must have SPF records implemented even if the MX server is sending the mail.
  6. DKIM must also be implemented.
  7. Implementing a strict policy for DMARC may bounce mail coming from applications you didn’t realise had been sending email. This could be applications or servers both internal to your organization and external such your eDM software, project management software or whateve.
  8. The larger the organization the harder implementing DMARC will be

What is DMARC? DMARC is a DNS record entry that tell’s email hosts and ISPs what the owner of that domain wants done with unauthorized email – That is email that is sent from servers that are not approved by the domain / URL owner.

From an eDM perspective the update is a welcome as it is designed to reduce SPAM. SPAM of course being unsolicited email (put very simply). DMARC also is helping with crime prevention. So why is it good for eDM. Marketers that strive to deliver timely and relevant content to subscribers often battle against unauthorized email and blast campaigns that distract recipients from quality content and information.

By adopting eDM best practices sooner rather than later the building of trust with your subscribers will also help train technology as to what is and is not SPAM.