Is domain authentication required for all Mailchimp senders after Gmail and Yahoo changes?

Summary

Following Gmail and Yahoo's changes, domain authentication (SPF, DKIM, DMARC) is paramount for all Mailchimp senders, irrespective of their sending volume. While Mailchimp may not mandate it universally, they strongly advocate for it, especially for those perceived as bulk senders, and might flag non-compliant accounts. Leading ESPs, like Google and Yahoo, prioritize authenticated emails, and neglecting authentication could result in deliverability issues, spam placement, and compromised email security. Proactive authentication establishes trust with ISPs, ensures compliance with email guidelines, and is a now considered an industry standard for email marketing.

Key findings

  • Universal Recommendation: Domain authentication is universally recommended for all Mailchimp senders.
  • Gmail & Yahoo Enforcement: Gmail and Yahoo prioritize authenticated emails, increasing the risk for non-authenticated senders.
  • Mailchimp's Encouragement: Mailchimp strongly encourages authentication, particularly for suspected bulk senders.
  • Enhanced Deliverability: Domain authentication enhances email deliverability and prevents spam placement.
  • Security & Trust: Authentication builds trust with ISPs and establishes email security.

Key considerations

  • Implement SPF, DKIM, DMARC: Implement SPF, DKIM, and DMARC to authenticate your domain properly.
  • Warming Considerations: If starting with a new domain, consider warming up your email list gradually (although not always required).
  • Monitor Performance: Monitor your email performance, including deliverability and open rates, to ensure effectiveness.
  • Compliance with Guidelines: Ensure compliance with all email marketing guidelines set by email providers and ESPs.
  • Authentication Configuration: Use a custom DKIM for the client in Mailchimp, followed by DMARC in the DNS for the brand.

What email marketers say
9Marketer opinions

Following Gmail and Yahoo's updates, domain authentication (SPF, DKIM, DMARC) is increasingly crucial for all Mailchimp senders, regardless of volume. While Mailchimp may not strictly enforce it for every user, they are flagging potential bulk senders and strongly advising authentication. Lack of authentication can negatively impact deliverability, sender reputation, and lead to emails being marked as spam. It's becoming an industry standard for establishing trust with ISPs and meeting deliverability guidelines.

Key opinions

  • Authentication Importance: Domain authentication is essential for maintaining email deliverability with Gmail and Yahoo.
  • Mailchimp's Stance: Mailchimp is flagging potential bulk senders and encouraging authentication.
  • Industry Standard: Domain authentication has become an industry standard, even if not explicitly required by all ESPs.
  • Deliverability Impact: Lack of authentication negatively impacts deliverability and sender reputation.

Key considerations

  • Bulk Sender Definition: Even sending a few thousand emails daily may qualify as bulk sending, necessitating authentication.
  • Mailchimp's Flagging: Be aware of Mailchimp's criteria for flagging accounts and their recommendations for authentication.
  • Proactive Authentication: Even if not flagged, proactively implement domain authentication to ensure optimal deliverability and future-proof your sending practices.
  • Trust Building: Authentication builds trust with ISPs and improves overall email deliverability.
Marketer view

Email marketer from Gmass shares that even if Mailchimp doesn't enforce authentication, not authenticating your domain can negatively impact your deliverability. It helps build trust with email providers.

April 2024 - Gmass
Marketer view

Email marketer from StackOverflow explains that domain authentication is essential for all Mailchimp senders to maintain deliverability. This has become standard practice.

October 2022 - StackOverflow
Marketer view

Email marketer from EmailOnAcid shares that the Gmail and Yahoo update requires senders to authenticate their email. To do so, they must set up SPF or DKIM.

August 2022 - EmailOnAcid
Marketer view

Email marketer from Mailjet shares that authentication is the bedrock to ensure you emails are delivered and meet guidelines set out by mailbox providers.

April 2024 - Mailjet
Marketer view

Email marketer from Email Geeks explains Mailchimp isn’t requiring all customers to meet the new bulk sender criteria, but they have flagged accounts they believe may fall within the definition of “bulk sender” and are encouraging those accounts to set up DMARC and aligned DKIM.

May 2023 - Email Geeks
Marketer view

Email marketer from Email Geeks explains that sending 4,999 emails per day can be seen as bulk sending. He recommends aligning domains as it is a long-standing best practice and Google and Yahoo are starting to crack down on non-compliant senders.

October 2024 - Email Geeks
Marketer view

Email marketer from Email Marketing Tips Blog shares that domain authentication has quickly become an industry standard. Though not enforced by all ESP's its highly recommended.

October 2023 - Email Marketing Tips Blog
Marketer view

Email marketer from Litmus shares that authentication verifies that an email was sent from an authorized sender, which builds trust with ISPs and improves deliverability.

November 2021 - Litmus
Marketer view

Email marketer from Reddit user shares that even if you're not a bulk sender, authenticating your domain is becoming increasingly important. Gmail and Yahoo's changes prioritize authenticated senders, and Mailchimp may start treating unauthenticated domains with more suspicion.

January 2025 - Reddit

What the experts say
8Expert opinions

Domain authentication, including SPF, DKIM, and DMARC, is becoming increasingly critical for all email senders, including Mailchimp users, especially with Gmail and Yahoo's updated requirements. Implementing custom DKIM and DMARC is a best practice, and some ESPs are now enforcing it. There's no volume threshold to avoid being considered a bulk sender. Mailchimp is pushing users to clean up authentication, and while warming may not always be needed, domain alignment is essential for deliverability and security. Neglecting authentication can lead to deliverability issues and emails ending up in spam folders.

Key opinions

  • Authentication is Critical: Domain authentication (SPF, DKIM, DMARC) is increasingly important for email deliverability.
  • Mailchimp's Push: Mailchimp is urging users to improve their authentication practices.
  • No Volume Threshold: There's no specific sending volume that exempts senders from authentication requirements.
  • Alignment is Key: Domain alignment is a long-standing best practice now being enforced by some ESPs.

Key considerations

  • Implement DKIM and DMARC: Use custom DKIM for your client in Mailchimp and implement DMARC in your DNS records.
  • Monitor Deliverability: Closely monitor email deliverability and spam placement, especially without authentication.
  • Stay Updated on ESP Policies: Keep informed about Mailchimp's evolving authentication policies and requirements.
  • Consider Warming: For new clients, starting with a moderate volume (5000-10000 emails) might be suitable without warming, but monitor results.
Expert view

Expert from Email Geeks shares to use authentication with a custom DKIM for the client in Mailchimp, followed by DMARC in the DNS for the brand and that this approach works similarly for most ESPs.

November 2022 - Email Geeks
Expert view

Expert from Email Geeks explains MailChimp is trying to get everyone to clean up their authentication and are historically inflexible with customers who don’t comply with their requirements. But they are trying to make it as little work as possible for their clients.

July 2021 - Email Geeks
Expert view

Expert from Email Geeks recommends signing with your own DKIM domain as a good practice.

October 2024 - Email Geeks
Expert view

Expert from Email Geeks explains there is no volume threshold that makes you not a bulk sender.

March 2025 - Email Geeks
Expert view

Expert from Wortothewise.com shares that implementing authentication standards, such as SPF, DKIM, and DMARC is critical for email deliverability and overall email security. Without domain authentication there is a high risk of email ending up in spam folders.

July 2024 - Wortothewise.com
Expert view

Expert from Spamresource.com explains that domain authentication (SPF, DKIM, and DMARC) is increasingly critical for email deliverability, especially with Gmail and Yahoo's updated requirements. While Mailchimp may not explicitly require it for all users, neglecting authentication will likely lead to deliverability issues and placement in spam folders.

March 2024 - Spamresource.com
Expert view

Expert from Email Geeks explains that aligning is a best practice that's been in place for years, and some ESPs are now enforcing it.

October 2022 - Email Geeks
Expert view

Expert from Email Geeks explains that for new clients, starting at <tel:5000-10000|5000 - 10000> emails is fine without warming.

January 2024 - Email Geeks

What the documentation says
5Technical articles

Email authentication, including SPF, DKIM, and DMARC, is widely recommended and increasingly required by major email providers like Google and Yahoo. While Mailchimp may not strictly enforce it for all senders, they strongly encourage it and may flag potential bulk senders who don't authenticate. Failure to authenticate can lead to emails being marked as spam or rejected, negatively impacting deliverability, sender reputation, and overall email security. It's essential to prevent spoofing and phishing.

Key findings

  • Google & Yahoo Require Authentication: Google and Yahoo require senders to authenticate their email using SPF and/or DKIM.
  • Mailchimp Recommends Authentication: Mailchimp strongly recommends domain authentication for all senders, especially after Gmail and Yahoo's changes.
  • Authentication Prevents Spam: Emails that are not authenticated are more likely to be marked as spam or rejected by email providers.
  • Security Foundation: Email authentication is a foundational element of email security, preventing spoofing and phishing.

Key considerations

  • Implement SPF, DKIM, and DMARC: Set up SPF, DKIM, and DMARC records for your sending domain to authenticate your emails.
  • Monitor Sender Reputation: Regularly monitor your sender reputation to ensure your emails are not being flagged as spam.
  • Stay Informed: Stay informed about the latest email authentication requirements and best practices from email providers.
  • Align with ESP Recommendations: Follow the recommendations of your Email Service Provider (ESP), such as Mailchimp, regarding authentication.
Technical article

Documentation from Yahoo explains that ensure that you set up authentication (SPF, DKIM, and DMARC) for your sending domain. Messages that aren't authenticated might get delivered to spam or get rejected.

May 2021 - Yahoo
Technical article

Documentation from Microsoft explains that email authentication is the foundation of email security. Setting up SPF, DKIM, and DMARC is essential to prevent spoofing and phishing.

June 2024 - Microsoft
Technical article

Documentation from Google explains that senders must authenticate their email using SPF or DKIM. Google performs checks for authentication; email that isn't authenticated might be marked as spam or rejected.

April 2023 - Google
Technical article

Documentation from SparkPost explains that following authentication best practices, including DKIM, SPF, and DMARC, is critical for maintaining deliverability and sender reputation. They strongly encourage all senders to authenticate.

March 2022 - SparkPost
Technical article

Documentation from Mailchimp explains that while not strictly required for all users, Mailchimp strongly recommends domain authentication (DKIM and SPF) for all senders, especially after Gmail and Yahoo's new requirements. They may flag accounts that appear to be bulk senders and strongly encourage authentication.

January 2022 - Mailchimp