Despite some of the hysteria I’ve seen in various online marketing forums, email marketing is NOT dead. The sky is not falling in, and your prized subscriber list is not suddenly worthless.

Yes, email marketing has evolved, and changes like IOS and the Gmail algo updates have made life more “complicated.”

BUT as long as you set up your email marketing for deliverability from the get go, email is still one of the best channels to reach your customers and drive revenue into your business.

How to Set Yourself Up for Email Marketing Success

Before you even start worrying about how often to send emails, or how to keep your list engaged, the first thing you need to do is set up email authentication.

This means getting your SPF, DKIM, and DMARC organized.

“My WHAT?”

Don’t panic. I’ll lay everything out step by step.

SPF, DKIM, and DMARC are the three main email authentication methods and they’re vital for email deliverability.

Email deliverability is the backbone of successful email marketing. If your emails aren’t reaching inboxes, no one’s clicking, reading, or converting. Deliverability relies on proving to email providers (like Gmail or Yahoo) that you’re a legitimate sender and not some shady spammer.

This is where SPF, DKIM, and DMARC come in.

Let’s break them down using a great nightclub analogy I heard recently.

SPF (Sender Policy Framework): Think of this as having your name on the guest list. It tells the club (email provider) which servers are allowed to send emails on your behalf.

DKIM (DomainKeys Identified Mail): This is like showing your ID at the door. It’s a cryptographic signature that proves your email hasn’t been tampered with during transit.

DMARC (Domain-based Message Authentication, Reporting, and Conformance): This is the final check by the bouncers. They verify your ID matches your name on the list (SPF and DKIM) before letting you in.

If all three are set up correctly, your emails pass the checks and should find their way into your reader’s inbox.

Need a hand getting your SPF, DKIM, and DMARC organized?

How to Set Up SPF, DKIM & DMARC

OK…lets dive in….

Step 1: Setting Up SPF

SPF ensures only authorized servers can send emails on your domain’s behalf.

What You’ll Need:

• Access to your domain’s DNS settings (usually managed by your domain registrar or hosting provider).
• A list of the email services you use (e.g., Gmail, ActiveCampaign, Mailchimp).

How to Set Up SPF:

1. Log in to your DNS Management System:
   • This could be GoDaddy, Cloudflare, or another hosting provider.
     
2. Find the DNS Records Section:
   • Look for something like “DNS Management” or “Zone Editor.”
     
3. Add an SPF Record:
   • Create a new TXT record.
   • Use the following format:makefileCopy codev=spf1 include:[email service] -all
   • Example: If you use Gmail and Mailchimp:makefileCopy codev=spf1 include:_spf.google.com include:servers.mcsv.net -all
     
4. Save the Record and wait 24-48 hours for it to propagate.

Testing SPF:

• Use tools like MXToolbox SPF Checker to verify the record is set up correctly.
• The tool will confirm whether your domain is authorized to send emails.

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Step 2: Setting Up DKIM

DKIM acts as your cryptographic ID, proving the authenticity of your emails.

What You’ll Need:

• Access to your email service provider’s DKIM settings.
• Access to your domain’s DNS settings.

How to Set Up DKIM:

1. Enable DKIM in Your Email Service Provider:
   • Log in to your email platform (e.g., Gmail, Mailchimp, or ActiveCampaign).
   • Go to “Settings” → “Domains” → “Authentication” and look for DKIM setup.
     
2. Generate DKIM Keys:
   • Your email service will provide a public key and instructions to add it to your DNS.
     
3. Add the DKIM Record to Your DNS:
   • Create a new TXT record in your DNS.
   • Paste the public key provided by your email service.
   • Example:vbnetCopy codeName: default._domainkey.yourdomain.com Value: (your public DKIM key)
     
4. Save the Record and wait for propagation.

Testing DKIM:

• Use tools like DKIM Core or Mail Tester to confirm your DKIM is active and valid.

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Step 3: Setting Up DMARC

DMARC ensures your SPF and DKIM align and provides instructions to email providers on how to handle unauthorized emails.

What You’ll Need:

• SPF and DKIM already set up.
• Access to your domain’s DNS settings.

How to Set Up DMARC:

1. Create a DMARC Record:
   • Go to your DNS settings and create a new TXT record.
   • Use the following format:cssCopy codeName: _dmarc.yourdomain.com Value: v=DMARC1; p=quarantine; rua=mailto:[email protected]
   • Key components:
     • p=none/quarantine/reject: What action to take (start with “none” to monitor).
     • rua=mailto: Where to send reports.
       
2. Save the Record and wait for it to propagate.

Testing DMARC:

• Use tools like DMARC Analyzer or MXToolbox DMARC Check to verify your setup.
• Monitor reports to adjust your policies over time.

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Bonus Step: Set Up Google Postmaster

Google Postmaster Tools lets you track your domain reputation, IP reputation, and other key deliverability metrics.

How to Set Up Google Postmaster:

1. Go to Google Postmaster:
   • Visit Google Postmaster Tools.
     
2. Verify Your Domain:
   • Add your domain and generate a TXT record for verification.
     
3. Add the TXT Record to Your DNS:
   • Follow the same process as SPF, DKIM, or DMARC to add the verification record.
     
4. Access Insights:
   • Once verified, you can track:
     • Domain reputation
     • IP reputation
     • Spam rate
     • Feedback loop data

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Testing Your Set up For Email Deliverability

Once SPF, DKIM, and DMARC are set up, send test emails to ensure everything works. Use these tools:

• Mail Tester: Tests overall deliverability and authentication.
• GlockApps: Provides a detailed report on inbox placement and reputation.
• MXToolbox: Verifies each record (SPF, DKIM, DMARC) for accuracy.

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In Closing…

Setting up SPF, DKIM, and DMARC might sound technical, but it’s the foundation for successful email marketing.

Think of your subscriber’s email inbox like a VIP club.

If you want your emails to reach your subscribers, you need to make sure they can get through the increasingly tight security.

By setting up these protocols and monitoring your domain’s reputation with Google Postmaster, you’ll increase your chances of hitting their inbox. You’ll also put stay a step ahead of the spammers doing everything they can to steal a living at your expense!

Don’t let deliverability be a roadblock to your email marketing success.

Get your deliverability house in order. Follow these steps, test your setup, and start building a solid foundation for your email marketing strategy.

Happy sending!

And of course, if you need help to set up your email marketing for deliverability, reach out to us using our contact form.