How does Klaviyo handle domain authentication without SPF, DKIM, and DMARC records?

Summary

Klaviyo initially handles domain authentication using shared domains or Klaviyo-managed sending domains, automating SPF and DKIM setup for ease of use. However, for long-term deliverability, brand control, and security, transitioning to a custom sending domain with properly configured SPF, DKIM, and DMARC records is strongly recommended. Without these authentication protocols, email service providers may struggle to verify the authenticity of your emails, increasing the risk of being flagged as spam. DMARC enhances security by providing instructions to receiving servers on how to handle unauthenticated emails. Ultimately, proper email authentication improves sender reputation, deliverability rates, and trust with recipients.

Key findings

  • Initial Authentication: Klaviyo handles initial authentication through shared or Klaviyo-managed domains.
  • Custom Domain Benefits: Custom domains with SPF, DKIM, and DMARC improve deliverability, reputation, and control.
  • Authentication Importance: SPF, DKIM, and DMARC are essential for verifying email authenticity and preventing spam.
  • DMARC Enhancement: DMARC provides instructions to receiving servers on handling unauthenticated emails.
  • Negative Impact Without: Without SPF, DKIM and DMARC deliverability, revenue and relationships are negatively impacted

Key considerations

  • Transition Planning: Plan for the transition to a custom domain with proper authentication for sustained deliverability.
  • Technical Setup: Follow Klaviyo's instructions for custom authentication setup; it's not just about publishing DNS records.
  • Long-Term Strategy: Relying on shared infrastructure is not a sustainable long-term strategy.
  • Monitor & Adapt: Continually monitor authentication settings and adapt them to changing requirements.

What email marketers say
7Marketer opinions

Klaviyo initially handles domain authentication using shared domains, allowing users to start sending emails without immediate SPF, DKIM, and DMARC configuration. However, for sustained deliverability, brand reputation, and security, setting up a custom sending domain with proper authentication records is essential. Failure to implement these protocols can severely impact deliverability, revenue, customer relationships, and overall trust in email marketing.

Key opinions

  • Initial Handling: Klaviyo handles initial domain authentication through shared domains.
  • Custom Domain Importance: Setting up a custom domain with SPF, DKIM, and DMARC is crucial for long-term success.
  • Deliverability Impact: Lack of proper authentication significantly harms email deliverability.
  • Reputation: Setting up email authentication will improve sender reputation.

Key considerations

  • Setup Time: Setting up a custom domain and authentication is a process that requires time and effort.
  • Integration: Consider integration with platforms like Shopify when configuring authentication.
  • Long-Term Strategy: Relying on shared domains is not a sustainable long-term strategy for email deliverability.
Marketer view

Email marketer from StackOverflow explains that ESPs (like Klaviyo) may allow sending without strict SPF/DKIM/DMARC initially for ease of use, but it’s not a long-term solution. For sustained deliverability and to avoid being marked as spam, domain authentication setup is essential.

April 2024 - StackOverflow
Marketer view

Email marketer from EmailGeeks Forum explains that Klaviyo initially uses shared sending infrastructure, meaning they handle the domain authentication. Over time, it’s best practice to configure your own dedicated sending domain and authentication to improve sender reputation and deliverability. It’s a process that takes time to set up and warm.

December 2022 - EmailGeeks Forum
Marketer view

Email marketer from Mailjet shares that setting up SPF, DKIM and DMARC email authentication protocols improves email deliverability. Mailjet explains that these protocols authenticate the sender, preventing spoofing and ensuring that the emails arrive safely in recipients' inboxes. Mailjet also shares that setting up these protocols improves sender reputation and increases conversion rates.

June 2023 - Mailjet
Marketer view

Email marketer from Litmus answers that if SPF, DKIM and DMARC records are not implemented, email deliverability will be severely impacted, resulting in lower revenues, poor customer relationships, and ultimately a distrust in email marketing.

July 2024 - Litmus
Marketer view

Email marketer from Shopify Community explains that Klaviyo can handle initial domain authentication, especially when integrated with Shopify. However, users are encouraged to set up custom authentication to align with their brand. It is advised that the user set up SPF, DKIM and DMARC as soon as is technically possible to avoid any issues.

November 2023 - Shopify Community
Marketer view

Email marketer from Reddit shares that when you initially use Klaviyo, they handle authentication using shared domains. This allows you to start sending emails without immediately configuring SPF, DKIM, and DMARC. However, for optimal deliverability and control over your brand reputation, setting up a custom sending domain with proper authentication records is recommended.

October 2023 - Reddit
Marketer view

Email marketer from GMass answers that email authentication, with SPF, DKIM and DMARC, is important to ensure that emails are delivered and that they are not impersonated by nefarious third parties. GMass explains the steps of setting these up.

December 2021 - GMass

What the experts say
3Expert opinions

Klaviyo uses its own domains to handle authentication when custom authentication isn't configured. The broader email authentication ecosystem (SPF, DKIM, DMARC) significantly improves deliverability and trust by verifying messages and preventing spam/phishing. Using a custom domain with correctly configured SPF, DKIM, and DMARC records is recommended to improve deliverability and sender reputation with ISPs and email providers.

Key opinions

  • Klaviyo Authentication: Klaviyo handles authentication with its domains if custom authentication isn't set up.
  • Authentication Ecosystem Benefits: SPF, DKIM, and DMARC enhance deliverability and security by authenticating emails.
  • Custom Domain Recommendation: Using a custom domain with proper SPF, DKIM, and DMARC records improves sender reputation and inbox placement.

Key considerations

  • Following Instructions: Custom authentication requires following Klaviyo's instructions, not just publishing DNS records.
  • Proactive Setup: Take the time to set up custom domains with email authentication for long-term deliverability and security.
Expert view

Expert from Word to the Wise explains that using a custom domain and implementing SPF, DKIM, and DMARC can improve email deliverability and reputation. Setting up these records correctly helps ISPs and email providers verify the authenticity of your emails, which in turn can increase the likelihood that your messages will reach the inbox.

June 2021 - Word to the Wise
Expert view

Expert from Email Geeks explains that the authentication that is passing is likely Klavyio’s domains. Klaviyo will do the authentication if custom authentication isn’t set up. You need to follow their instructions in order to do the custom authentication, it is not as simple as just publishing DNS records.

February 2022 - Email Geeks
Expert view

Expert from Spam Resource shares that the email authentication ecosystem (SPF, DKIM, and DMARC) is designed to improve overall email deliverability and trust by authenticating messages and preventing spam and phishing attacks.

June 2024 - Spam Resource

What the documentation says
6Technical articles

Klaviyo automatically handles SPF and DKIM configuration for Klaviyo-managed sending domains, eliminating the need for manual DNS configuration. However, for custom sending domains, manual setup is required. Without SPF, DKIM, and DMARC records, email service providers struggle to verify email authenticity, increasing the risk of messages being flagged as spam. DMARC enhances security by instructing receiving servers on how to handle emails that fail SPF or DKIM checks. SPF records authorize specific mail servers to send emails on behalf of your domain, preventing domain forging, while DKIM adds a digital signature to verify the message's origin and integrity.

Key findings

  • Klaviyo-Managed Domains: Klaviyo automatically handles SPF and DKIM for Klaviyo-managed domains.
  • Custom Domains Require Setup: Custom sending domains require manual SPF, DKIM, and DMARC configuration.
  • Lack of Authentication Risks: Absence of SPF, DKIM, and DMARC increases the likelihood of emails being flagged as spam.
  • SPF Prevents Forging: SPF records prevent spammers from forging your domain in the 'From' address.
  • DKIM Verifies Integrity: DKIM provides a digital signature to verify the email's origin and that the content hasn't been altered.
  • DMARC Enhances Security: DMARC tells receiving servers how to handle emails that fail authentication.

Key considerations

  • Domain Choice: Decide whether to use a Klaviyo-managed or custom sending domain based on control and setup requirements.
  • Authentication Importance: Prioritize setting up SPF, DKIM, and DMARC for custom domains to maintain deliverability and security.
  • DMARC Implementation: Implement DMARC to instruct receiving servers on how to handle unauthenticated emails from your domain.
Technical article

Documentation from Klaviyo explains that if you use a Klaviyo-managed sending domain, Klaviyo automatically handles SPF and DKIM configuration. You don't need to manually configure these records in your DNS settings. However, custom sending domains require manual setup.

October 2024 - Klaviyo
Technical article

Documentation from SparkPost explains that SPF records specify which mail servers are authorized to send email on behalf of your domain. This helps prevent spammers from forging your domain in the 'From' address. Without an SPF record, your emails are more likely to be flagged as spam.

January 2025 - SparkPost
Technical article

Documentation from AuthSMTP explains that DKIM (DomainKeys Identified Mail) adds a digital signature to your outgoing email. This signature verifies that the email was sent from an authorized mail server and that the content hasn't been altered during transit. A valid DKIM signature increases the likelihood that your email will reach the inbox.

March 2024 - AuthSMTP
Technical article

Documentation from SendGrid explains that without SPF, DKIM, and DMARC records, email service providers will find it difficult to verify the authenticity of the emails sent from a particular domain. Consequently, the emails may not pass authentication checks, and could get flagged as spam, which affects the deliverability of your emails. These records are crucial for building trust and ensuring your emails reach the inbox.

July 2023 - SendGrid
Technical article

Documentation from Google Workspace explains that DMARC works with SPF and DKIM to provide additional security for your domain by telling receiving mail servers what to do with messages from your domain that fail SPF or DKIM checks.

December 2023 - Google Workspace
Technical article

Documentation from DMARC.org explains that Domain-based Message Authentication, Reporting & Conformance (DMARC) is an email authentication protocol. It is designed to give email domain owners the ability to protect their domain from unauthorized use, commonly known as email spoofing. It explains how to implement DMARC and provides documentation on how to generate a DMARC record.

October 2021 - DMARC.org