{"id":46701,"date":"2023-09-08T13:01:42","date_gmt":"2023-09-08T13:01:42","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=46701"},"modified":"2026-04-02T08:33:23","modified_gmt":"2026-04-02T08:33:23","slug":"email-authentication","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/email-authentication\/","title":{"rendered":"Email Authentication 101: Cover Your Bases Against Phishing Attacks"},"content":{"rendered":"<p>If you\u2019re an email marketer sending out hundreds of emails a day, you could have a target painted on your back. Google has been training its guns on phishing scams, blocking <a href=\"https:\/\/safety.google\/gmail\/#:~:text=Gmail%20blocks%20more%20than%2099.9,and%20malware%20from%20reaching%20you.\">99.9% of such emails<\/a> every day. As one of the world\u2019s <a href=\"https:\/\/www.cxotoday.com\/news-analysis\/phishing-2023-brands-imitated-the-most\/\">most impersonated brands<\/a>, it has no choice. To stay in the \u2018safe lane\u2019, you need to turn on (or review) email authentication. It\u2019s the only way to prove you\u2019re legit.<\/p>\n<p>There\u2019s another big reason why you need email authentication. You owe it to your customers to provide every bit of email fraud protection possible. Besides, email authentication is a lot easier than it sounds.<\/p>\n<p>In this article, we\u2019ll go over the basics of email authentication and help you make the best use of it. We\u2019ll cover:<\/p>\n<ul>\n<li>What are email authentication protocols?<\/li>\n<li>How do email authentication protocols work?<\/li>\n<li>Email authentication best practices<\/li>\n<\/ul>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/email-authentication\/#What_Are_Email_Authentication_Protocols\" >What Are Email Authentication Protocols?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/email-authentication\/#What_Is_Phishing\" >What Is Phishing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/email-authentication\/#Benefits_of_Email_Authentication\" >Benefits of Email Authentication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/email-authentication\/#How_Does_Email_Authentication_Work\" >How Does Email Authentication Work?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/email-authentication\/#The_4_Email_Authentication_Protocols\" >The 4 Email Authentication Protocols<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.engagebay.com\/blog\/email-authentication\/#How_Do_SPF_DKIM_DMARC_and_BIMI_Compare_With_Each_Other\" >How Do SPF, DKIM, DMARC, and BIMI Compare With Each Other?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.engagebay.com\/blog\/email-authentication\/#Best_Practices_for_Email_Authentication\" >Best Practices for Email Authentication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.engagebay.com\/blog\/email-authentication\/#How_To_Test_Email_Authentication\" >How To Test Email Authentication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.engagebay.com\/blog\/email-authentication\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"What_Are_Email_Authentication_Protocols\"><\/span><span style=\"color: #339966;\"><strong>What Are Email Authentication Protocols?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Email authentication protocols are like gate guards that scan every incoming email for signs of suspicious activity before letting it through to your inbox. They run through a well-honed checklist of pass-or-fail criteria to keep out the bad guys \u2013 spam and phishing attacks.<\/p>\n<p>Email authentication protocols use multiple methods to tell receiving mail servers <a href=\"https:\/\/www.engagebay.com\/blog\/sender-reputation-email-deliverability\/\">if the sender is legit<\/a> and if an email has been modified since it was sent. If the email fails verification, it\u2019s disposed of in a clinical fashion \u2013 either filtered as spam or simply blocked for all eternity. Email authentication protocols ping the sender to check if an incoming email is authorized.<\/p>\n<p>In other words, they allow sending and receiving mail servers to communicate and flag issues in real-time. Moreover, they can generate email deliverability reports so that senders can identify phishing attacks and take timely action.<\/p>\n<p>In the context of <a href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing\">email marketing<\/a>, the email platform you use to send emails \u2013 like <a href=\"https:\/\/www.engagebay.com\/\">EngageBay<\/a> &#8211; acts as your sending domain.<\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_Phishing\"><\/span><span style=\"color: #339966;\"><strong>What Is Phishing?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Phishing emails are lookalike emails sent by fraudsters impersonating you to people on your list. <a href=\"https:\/\/dataprot.net\/statistics\/phishing-statistics\/#:~:text=More%20often%20than%20not%2C%20the,within%20an%20hour%20of%20receipt.\">70% of users open<\/a> these emails and 50% click through. These messages are designed to trick them into giving away passwords, social security numbers, credit card PINs, and other personal information.<\/p>\n<p>To protect yourself, use Aura\u2019s <a href=\"https:\/\/www.aura.com\/identity-theft-protection\" target=\"_blank\" rel=\"noopener\" data-wpel-link=\"internal\">identity theft protection<\/a>, which monitors your personal information across the web, alerts you to potential threats in real time, and helps you stop identity theft before it starts.<\/p>\n<p>The typical phishing email will redirect to a different webpage as soon as you click on a link. Once there, you may be asked to \u2018log in and verify your account\u2019. That one click can expose you to malware and other malicious code. As an email marketer, you pay the price: customer disengagement and loss of trust.&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">To further mitigate these risks, implementing tools like <a href=\"https:\/\/nordpass.com\/email-masking\/\" target=\"_blank\" rel=\"noopener\" data-wpel-link=\"internal\">email masking<\/a> can protect your real identity by keeping your primary address hidden from malicious databases.<\/span><\/p>\n<p>To reduce this risk, many organizations also use <a href=\"https:\/\/www.phinsecurity.com\/\" target=\"_blank\" rel=\"noopener\" data-wpel-link=\"internal\">phishing simulation training<\/a> to help employees and teams recognize fake emails before they do any damage.<\/p>\n<p>Here&#8217;s an example of a phishing email:<\/p>\n<figure id=\"attachment_46714\" aria-describedby=\"caption-attachment-46714\" style=\"width: 740px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Screen-Shot-2020-11-05-at-13.09.28.png\"><img decoding=\"async\" class=\"wp-image-46714 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Screen-Shot-2020-11-05-at-13.09.28.png\" alt=\"Phishing email example\" width=\"740\" height=\"704\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Screen-Shot-2020-11-05-at-13.09.28.png 740w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Screen-Shot-2020-11-05-at-13.09.28-300x285.png 300w\" sizes=\"(max-width: 740px) 100vw, 740px\" \/><\/a><figcaption id=\"caption-attachment-46714\" class=\"wp-caption-text\"><a href=\"https:\/\/cybeready.com\">Source<\/a><\/figcaption><\/figure>\n<p>Email authentication was introduced in the early 2000s to counter this menace and has evolved over time into a credible, must-have solution for marketers.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/intro-to-email-deliverability\/\">Read also: Avoiding the Spam Folder: An Intro to Email Deliverability<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Benefits_of_Email_Authentication\"><\/span><span style=\"color: #339966;\">Benefits of Email Authentication<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Email authentication protocols are like traffic rules for marketers wanting to secure their emails and get into the inbox. They offer the following benefits:<\/p>\n<h3><span style=\"color: #993300;\"><strong>1. Build trust with customers and drive engagement<\/strong><\/span><\/h3>\n<p>Thanks to email authentication, mail servers can talk to each other and flag suspicious emails before they are delivered to users. This protects consumers from sophisticated phishing and spoofing attacks. If they trust you, they\u2019ll open and click through your emails more often, improving your <a href=\"https:\/\/www.engagebay.com\/blog\/sender-reputation-email-deliverability\/\">sender reputation<\/a>.<\/p>\n<p>You can even use email authentication as a branding opportunity (more on this later).<\/p>\n<h3><strong><span style=\"color: #993300;\">2. Improve compliance<\/span><\/strong><\/h3>\n<p>If your credentials are used to send malicious emails, you could end up getting blacklisted for no fault of yours. Email authentication reports can flag unauthorized messages and help you alert email service providers before it\u2019s too late.<\/p>\n<p>You\u2019d be able to build a better email security policy with insights gained from authentication reports.<\/p>\n<h3><strong><span style=\"color: #993300;\">3. Improves email deliverability<\/span><\/strong><\/h3>\n<p>Email service providers will send emails from verified senders to the inbox. It\u2019s an endorsement that you\u2019re a safe sender. Some <a href=\"https:\/\/www.engagebay.com\/blog\/email-providers\/\">email providers<\/a> will look at the <a href=\"https:\/\/www.engagebay.com\/blog\/customer-engagement-metrics\/\">level of engagement<\/a> you get as well to decide on placement.<\/p>\n<p>However, email authentication does help in opening the doors to increased email deliverability over time.<\/p>\n<p>In the present times, email authentication is like obeying traffic rules when out on the road. If you don\u2019t set up email authentication, email service providers are likely to send your emails to spam. Soon, this will affect your email deliverability and ROI.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-header-examples\/\">Read also: What Is An Email Header? 6 Email Header Examples To Learn From<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Does_Email_Authentication_Work\"><\/span><span style=\"color: #339966;\"><strong>How Does Email Authentication Work?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Email authentication uses a set of rules to verify the path taken by an email (across multiple connecting servers) and traces it back to the sender. The sending domain establishes the rules and it\u2019s the receiving server\u2019s job to match and verify.<\/p>\n<p>If the email does not check out, it <a href=\"https:\/\/www.engagebay.com\/blog\/intro-to-email-deliverability\/\">may be marked as spam<\/a>, rejected, or processed per the recipient\u2019s policy. The rules are located in the Domain Name Service (DNS) &#8211; an \u2018internal address\u2019 that contains IP and\/or domain information.<\/p>\n<p>This is how the email authentication process works:<\/p>\n<ul>\n<li>The sender updates the rules in the DNS records for one or more domains<\/li>\n<li>The receiving server uses these rules to verify if the sender is legit and if the email has been modified in any way.<\/li>\n<li>The receiving server then accepts or rejects the email.<\/li>\n<\/ul>\n<p>Email authentication protocols are tasked with verifying:<\/p>\n<ul>\n<li>The identity of the email sender (you)<\/li>\n<li>The sending domain (your hosting provider \u2013 Go Daddy, for example)<\/li>\n<li>If a third party has tampered with the email in transit.<\/li>\n<\/ul>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-verification-email-templates\/\">Read also: Email Verification Email Templates to Cut Down Bounce Rates<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_4_Email_Authentication_Protocols\"><\/span><span style=\"color: #339966;\"><strong>The 4 Email Authentication Protocols<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are 4 main email authorization protocols &#8211; SPF, DKIM, DMARC, and BIBI. They each create a protective shield from spam, spoof, and phishing attacks. Let\u2019s explore them in detail:<\/p>\n<h3><span style=\"color: #993300;\"><strong>1. Sender Policy Framework (SPF)<\/strong><\/span><\/h3>\n<p>This authentication method allows you (the sender) to tell the receiving server which servers (or IP addresses) are authorized to send emails on your behalf. This information is stored in the sender&#8217;s DNS (Domain Name System).<\/p>\n<figure id=\"attachment_46715\" aria-describedby=\"caption-attachment-46715\" style=\"width: 508px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/spf.webp\"><img decoding=\"async\" class=\"wp-image-46715 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/spf.webp\" alt=\"The SPF authentication loop\" width=\"508\" height=\"264\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/spf.webp 508w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/spf-300x156.webp 300w\" sizes=\"(max-width: 508px) 100vw, 508px\" \/><\/a><figcaption id=\"caption-attachment-46715\" class=\"wp-caption-text\"><em><a href=\"https:\/\/preview.redd.it\/nweii34jxgo51.png?width=508&amp;format=png&amp;auto=webp&amp;s=2b030d988a6ded4892514c0614d06cf6b6d3cc8b\">Source<\/a><\/em><\/figcaption><\/figure>\n<p>Think of DNS as the address inside a mail package you\u2019d send via UPS or FedEx. It allows for emails to be traced back to the source (a.k.a return path address). The receiving server checks if the email is from an authorized IP. If there\u2019s no match, the email is processed as a fail.<\/p>\n<p>This is what an SPF looks like:<\/p>\n<figure id=\"attachment_46716\" aria-describedby=\"caption-attachment-46716\" style=\"width: 660px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/SPF-TXT.png\"><img decoding=\"async\" class=\"wp-image-46716 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/SPF-TXT.png\" alt=\"SPF breakdown\" width=\"660\" height=\"379\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/SPF-TXT.png 660w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/SPF-TXT-300x172.png 300w\" sizes=\"(max-width: 660px) 100vw, 660px\" \/><\/a><figcaption id=\"caption-attachment-46716\" class=\"wp-caption-text\"><em><a href=\"https:\/\/www.pair.com\/support\/kb\/what-is-an-spf\/\">Source<\/a><\/em><\/figcaption><\/figure>\n<p>V=spf1: This shows the SPF version in use.<\/p>\n<p>Include: All valid domains or IP addresses authorized by the sender show up here. In this example, we\u2019re using 3rdparty.com<\/p>\n<p>All: This means that no other domain can send emails. We\u2019re telling the receiving server to fail any such emails on SPF.<\/p>\n<p>SPF also contains instructions for receiving servers on how to process specific emails<\/p>\n<ul>\n<li><em>~<\/em>: This symbol stands for soft fail, meaning the email may be accepted but SPF is considered failed.<\/li>\n<li>&#8211; : This symbol means a hard fail. The email is sent to spam or rejected.<\/li>\n<li><em>+<\/em>&nbsp;:&nbsp;This means pass. The email is filtered to inbox<\/li>\n<li><em>?<\/em>:&nbsp;This denotes neutral&nbsp;or no policy. The recipient can apply their own policy or not mark SPF status.<\/li>\n<\/ul>\n<p>However, the receiving server can bypass these pass, fail or reject conditions.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-preheader-examples\/\">Read also: Email Preheader Examples and Tips to Get More Email Opens<\/a><\/p>\n<h3><span style=\"color: #993300;\"><strong>2. Domain Keys Identified Mail (DKIM)<\/strong><\/span><\/h3>\n<p>DKIM is an encrypted digital signature that\u2019s added to the email\u2019s header before it\u2019s sent. The sender creates the signature using a private key, which reformats the email header and content into a series of hashes.<\/p>\n<p>The sender also adds a public key for the recipient server to be able to read the signature.<\/p>\n<figure id=\"attachment_46713\" aria-describedby=\"caption-attachment-46713\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/q78uub8kxgo51.webp\"><img decoding=\"async\" class=\"wp-image-46713 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/q78uub8kxgo51.webp\" alt=\"DKIM workflow\" width=\"1024\" height=\"395\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/q78uub8kxgo51.webp 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/q78uub8kxgo51-300x116.webp 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/q78uub8kxgo51-768x296.webp 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption id=\"caption-attachment-46713\" class=\"wp-caption-text\"><em><a href=\"https:\/\/preview.redd.it\/q78uub8kxgo51.png?width=1024&amp;format=png&amp;auto=webp&amp;s=479283ba7dbd17aded550d9027385c3ce056c992\">Source<\/a><\/em><\/figcaption><\/figure>\n<p>This key is stored in the DNS. If the sender details and content match, the email is marked as a \u2018pass\u2019. If not, it goes as a \u2018fail\u2019. Failed checks go to spam or are blocked. The image below shows what a DKIM looks like.<\/p>\n<figure id=\"attachment_46722\" aria-describedby=\"caption-attachment-46722\" style=\"width: 544px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/DKIM-script.png\"><img decoding=\"async\" class=\"wp-image-46722 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/DKIM-script.png\" alt=\"DKIM breakdown\" width=\"544\" height=\"164\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/DKIM-script.png 544w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/DKIM-script-300x90.png 300w\" sizes=\"(max-width: 544px) 100vw, 544px\" \/><\/a><figcaption id=\"caption-attachment-46722\" class=\"wp-caption-text\"><em><a href=\"https:\/\/mailtrap.io\/blog\/email-authentication\/\">Source<\/a><\/em><\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>In the image, the \u2018bh\u2019 tag is the message body, while the \u2018b\u2019 tag is the signature.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/how-to-set-up-dmarc-guide\/\">Read also: How to Set Up DMARC: Safeguard Your Business from Phishing<\/a><\/p>\n<h3><span style=\"color: #993300;\"><strong>3. Domain-Based Message Authorization, Reporting, and Conformance (DMARC)<\/strong><\/span><\/h3>\n<p>DMARC tells the receiving server what policy to look for (SPF, DKIM, or both) and what to do if the email fails the two checks &#8211; reject, quarantine, or do nothing. If the sender chooses the \u2018reject\u2019 option, the email is blocked, while selecting \u2018quarantine\u2019 will send it to spam.<\/p>\n<p>If you set the \u2018none\u2019 option, the receiving server is free to treat the email as per its own policy. DMARC also generates reports on passed and failed verifications for senders, which can help you<a href=\"https:\/\/www.engagebay.com\/blog\/here-is-your-to-do-list-of-9-tasks-for-high-email-deliverability\/\"> optimize for better email deliverability<\/a>.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/smtp-response-codes\/\">Read also: 29 Critical SMTP Response Codes And How To Fix Them<\/a><\/p>\n<h3><span style=\"color: #993300;\"><strong>4. Brand Indicators for Message Identification (BIMI)<\/strong><\/span><\/h3>\n<p>BIMI is a new feature that email providers are slowly warming up to. It\u2019s not your typical security email authentication tool. It helps subscribers recognize you in an instant by displaying your logo right next to the sender&#8217;s name.<\/p>\n<figure id=\"attachment_46710\" aria-describedby=\"caption-attachment-46710\" style=\"width: 768px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/BIMI.webp\"><img decoding=\"async\" class=\"wp-image-46710 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/BIMI.webp\" alt=\"How logos appear after BIMI in emails\" width=\"768\" height=\"489\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/BIMI.webp 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/BIMI-300x191.webp 300w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/a><figcaption id=\"caption-attachment-46710\" class=\"wp-caption-text\"><em><a href=\"https:\/\/preview.redd.it\/u031j8nmxgo51.png?width=768&amp;format=png&amp;auto=webp&amp;s=5bb9709ebcdb3b6a627017af2ed746d9f45be92b\">Source<\/a><\/em><\/figcaption><\/figure>\n<p>BIMI has stringent qualifying requirements \u2013 senders need to register and have a good sender reputation to be able to use the service. Combined with SPF, DKIM, and DMARC, it makes email authentication very effective.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/spf-dkim-dmarc-email-deliverability\/\">Read also: SPF, DKIM, DMARC: Guide to Email Authentication Protocols<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Do_SPF_DKIM_DMARC_and_BIMI_Compare_With_Each_Other\"><\/span><span style=\"color: #339966;\"><strong>How Do SPF, DKIM, DMARC, and BIMI Compare With Each Other?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The four email authentication methods have specific functions and must be seen as parts of a whole. Here&#8217;s a quick comparison:<\/p>\n<table style=\"height: 734px;\" width=\"805\">\n<tbody>\n<tr>\n<td width=\"123\">&nbsp;<\/td>\n<td style=\"text-align: center;\" width=\"123\"><strong>SPF<\/strong><\/td>\n<td style=\"text-align: center;\" width=\"123\"><strong>DKIM<\/strong><\/td>\n<td style=\"text-align: center;\" width=\"123\"><strong>DMARC<\/strong><\/td>\n<td style=\"text-align: center;\" width=\"123\"><strong>BIMI<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"123\"><strong>Who\u2019s it for?<\/strong><\/td>\n<td width=\"123\">The recipient verifies the sender<\/td>\n<td width=\"123\">The recipient verifies the sender and content<\/td>\n<td width=\"123\">The recipient uses it to process failed checks<\/td>\n<td width=\"123\">The subscriber identifies the sender<\/td>\n<\/tr>\n<tr>\n<td width=\"123\"><strong>What\u2019s checked?<\/strong><\/td>\n<td width=\"123\">If the IP address or sending server is approved to send emails<\/td>\n<td width=\"123\">If the sender information in the header matches and the content is intact<\/td>\n<td width=\"123\">If failed checks are to be rejected, sent to spam, or not marked<\/td>\n<td width=\"123\">If there\u2019s a logo or brand identifier to be displayed<\/td>\n<\/tr>\n<tr>\n<td width=\"123\"><strong>Why is it used?<\/strong><\/td>\n<td width=\"123\">To prevent emails from fake email addresses<\/td>\n<td width=\"123\">To prevent phishing<\/td>\n<td width=\"123\">To prevent phishing<\/td>\n<td width=\"123\">To prevent phishing<\/td>\n<\/tr>\n<tr>\n<td width=\"123\"><strong>Are there any prerequisites?<\/strong><\/td>\n<td width=\"123\">No<\/td>\n<td width=\"123\">No<\/td>\n<td width=\"123\">Either SPF or DKIM must be enabled. Ideally both<\/td>\n<td width=\"123\">DMARC is a must. Senders must register, follow email security best practices, and have a good reputation<\/td>\n<\/tr>\n<tr>\n<td width=\"123\"><strong>Encryption?<\/strong><\/td>\n<td width=\"123\">No<\/td>\n<td width=\"123\">Yes<\/td>\n<td width=\"123\">No<\/td>\n<td width=\"123\">No<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-subdomain\/\">Read also: Everything You Need to Know About Email Subdomains<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Best_Practices_for_Email_Authentication\"><\/span><span style=\"color: #339966;\"><strong>Best Practices for Email Authentication<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Email authentication protocols need to be updated regularly to keep email deliverability high. Here are some tried and tested practices:<\/p>\n<h3><span style=\"color: #993300;\"><strong>1. Use moderate SPF settings<\/strong><\/span><\/h3>\n<p>Most marketers are better off using a soft-fail (~all or neutral) email authentication policy as this improves inboxing for valid emails that might sometimes fail SPF verification. Using the stricter \u2018-all\u2019 policy will reject all emails that don\u2019t meet SPF conditions.<\/p>\n<p>Email service providers look at additional parameters like <a href=\"https:\/\/www.engagebay.com\/blog\/email-list-quality-email-deliverability\/\">open rate<\/a> to determine authenticity, so there\u2019s a good chance your emails might still be accepted.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/remove-email-from-spam-list\/\">Read also: How To Remove Your Email From The Spam List: A Guide<\/a><\/p>\n<h3><span style=\"color: #993300;\"><strong>2. Change keys regularly<\/strong><\/span><\/h3>\n<p>Google recommends that you rotate or change your DKIM keys once every quarter. The reason: scammers can get access to them and utilize them to target unsuspecting subscribers. However, it\u2019s best to wait for a few days between updating and removing keys to avoid failed authentications.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/spam-words-list\/\">Read also: All The Email Spam Words You Should Avoid: A 2024 List<\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">3. Email authentication protocols work best as a team<\/span><\/strong><\/h3>\n<p>It\u2019s best to use SPF, DKIM, DMARC, and BIMI together for increased email deliverability. Each method has a specific focus, and skipping one can mean being marked as spam by recipient servers. Subscribers are understandably wary about senders they don\u2019t readily recognize.<\/p>\n<p>BIMI can help reassure them that you are who you say you are by displaying a logo. This creates brand recognition. Google has been making <a href=\"https:\/\/www.theregister.com\/2023\/06\/09\/google_bimi_email_authentication\/\">changes to BIMI<\/a> to make it more robust.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-hosting\/\">Read also: Email Hosting: A Guide for New Business Owners<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_To_Test_Email_Authentication\"><\/span><span style=\"color: #339966;\"><strong>How To Test Email Authentication<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The simplest way for marketers to test if email authentication protocols are working correctly is to send an email from one\u2019s existing domain. Open the message in Gmail and check the original message (click the \u2018more\u2019 button next to \u2018reply\u2019). This should give you a complete authentication status.<\/p>\n<p>It will look somewhat like the image below:<\/p>\n<figure id=\"attachment_46723\" aria-describedby=\"caption-attachment-46723\" style=\"width: 647px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/d602b5266906c7207275f4a69dca8421_pass.png\"><img decoding=\"async\" class=\"wp-image-46723\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/d602b5266906c7207275f4a69dca8421_pass.png\" alt=\"Checking for email authentication status in Gmail\" width=\"647\" height=\"284\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/d602b5266906c7207275f4a69dca8421_pass.png 921w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/d602b5266906c7207275f4a69dca8421_pass-300x132.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/d602b5266906c7207275f4a69dca8421_pass-768x337.png 768w\" sizes=\"(max-width: 647px) 100vw, 647px\" \/><\/a><figcaption id=\"caption-attachment-46723\" class=\"wp-caption-text\"><em>Author&#8217;s screenshot<\/em><\/figcaption><\/figure>\n<p>Setting up email authentication is not a matter of trial and error. There are some technical exceptions where some protocols may not work. For example, SPF is known to skip forwarded emails. Manual errors can also cause email authentication to fail. EngageBay automates the job of setting up authentication protocols.<\/p>\n<p>For example, the system generates code for SPF and DKIM as soon as you enter your domain name. All you have to do is update DNS and verify your domain.<\/p>\n<p>You can also work with our support team to iron out any issues during set-up. In case you didn\u2019t know, onboarding support is free at EngageBay!<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/sunsetting-policy-email-deliverability\/\">Read also: Read also: Email Sunsetting Policy 101 For Beginners<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><span style=\"color: #339966;\">Conclusion<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Email authentication protocols play a key role in ensuring that your emails make it to your audience. Check them regularly during your list maintenance routine to ensure <a href=\"https:\/\/www.engagebay.com\/blog\/bounce-rates-email-deliverability\/\">good deliverability and engagement rates<\/a>.<\/p>\n<p>Remember, scammers are always looking for ways to exploit any weaknesses in email security.<\/p>\n<p>Stay one step ahead of them.<\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; 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