Gmail to Reject DMARC Fails: What Authentication Means for Email Marketing
With Google’s announcement that by June 2016 Gmail will reject messages that fail DMARC checks, Domain-based Message Authentication, Reporting and Conformance (DMARC) is likely to become the new norm in deliverability authentication.
Because email scammers are becoming more sophisticated in their spoofing, phishing, spamming and other abuse techniques, it’s important to have an effective authentication mechanism that isolates bad emails, so that legitimate emails can reach their intended inbox.
By relying on existing SPF and DKIM authentication processes to establish the legitimacy of an email, DMARC adds a layer of scrutiny to messages before they reach the receiver, and gives senders the chance to tell the receiver what to do if the email fails part of the authentication process.
DMARC works by enforcing a policy of one out of three possible outcomes (none, quarantine, reject) that relies upon the alignment between DKIM, SPF and its own records.
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