In the world of email marketing, the importance of domain authentication cannot be overstated. If you’re using a domain outside of popular email services like Gmail or AOL, it’s crucial to ensure your domain is protected to continue building and retaining your audience. Without the benefit of authentication on your own domain, all signals sent to mailbox providers (MBPs) indicate the mail transfer agent (MTA) rather than the original sender. This blog post will delve into the benefits of custom domain authentication and why it’s a necessity for your brand.

The Benefits of Custom Domain Authentication

Custom domain authentication gives you control over your own email authentication destiny. Instead of leaving the authentication to your Email Service Provider (ESP) or MTA, you can ensure the brand domain itself is protected.

At its core, properly authenticating your domain makes it more challenging for malicious actors to spoof or hijack your brand’s identity. When you use authentication in conjunction with a custom domain, bad actors are required to create a vanity URL to match and mimic your domain. This is a far more complex task than simply mimicking a general domain like Gmail, which requires little to no effort.

The Need for Custom Domain Authentication

The short answer to whether you need custom domain authentication is a resounding yes. Without domain authentication, you’re risking your brand’s integrity by leaving it vulnerable to spoofing and malicious attacks. By actively protecting your property, you allow users to trust your brand and have a seamless, safe experience across all activities, from log-in to email engagement.

It’s a user experience must, assuring your customers or visitors they’re safe providing log-in details or personal information to a protected entity. If the domain changes when you click a link from an email, it can lead to distrust and suspicions of spam.

How Does Email Authentication Work?

Email authentication is a series of techniques designed to confirm and verify the identity of an email sender. These techniques include Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting & Conformance (DMARC). By confirming the sender is who they claim to be, email authentication is a key component of protecting both the brand and email recipients from spoofing and phishing.

Authenticating email provides several benefits. As a sender, you are no longer an easy target for bad actors to hijack. This means you lower your chances of being spoofed or other undesired uses of your brand name.

This protection extends to your mail recipients as well. You’re blocking as much spam and dangerous mail to their inbox as you can. While you can’t fully inoculate subscribers from phishing attempts, you can be more confident your email isn’t contributing to the problem.

Finally, you’re providing overall brand protection beyond email. Many high-profile companies fell victim to email scams over the last few years. When email is successfully used to extract customer information, your business could be responsible for monetary damages. Beyond the financial impact, brand reputation, trust, and loyalty quickly erode without consumer confidence.

Phishing incidents rose by 220% during the height of the pandemic compared to the yearly average as spammers capitalized on the uncertainty of the pandemic and influx of email. This highlights the importance of custom domain authentication in protecting your brand and your customers.

In conclusion, custom domain authentication is not just an optional add-on to your email marketing program; it’s a necessity. It’s a proactive measure that protects your brand’s reputation, safeguards your customers, and ultimately, contributes to the success of your email marketing efforts.

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