Email DNS Records: How to Set Them Up for High Deliverability

In the vast landscape of the internet, DNS (Domain Name System) records serve as the internet’s phonebook, translating human-readable domain names (like yourcompany.com) into machine-readable IP addresses. For successful email communication, and especially for robust email marketing, these records are absolutely crucial. Without correctly configured email DNS records, your marketing campaigns, transactional emails, and even internal communications might never reach their intended recipients, often ending up in spam folders or being rejected outright.

Here’s why properly configured email DNS records are paramount for your email deliverability:

Authentication: Records like SPF, DKIM, and DMARC are essential for verifying the legitimacy of your emails. They provide clear signals to receiving mail servers that your emails genuinely originate from your domain, effectively preventing spoofing and phishing attempts.

Deliverability: Strong email authentication builds trust with email providers. When your emails are authenticated, they’re far less likely to be flagged as spam, leading to significantly higher inbox placement rates.

Reputation:  Implementing reliable and precise email authentication methods strengthens your domain’s sender reputation. A solid reputation directly translates to improved deliverability and more effective email campaigns.

Compliance: Many email service providers and anti-spam organizations now strongly recommend or even require specific email DNS records for legitimate email sending. Adhering to these standards is essential for long-term email success.

Key Email DNS Record Types

Let’s explore the primary types of DNS records relevant to email authentication:

TXT (Text) Records

These versatile records serve various purposes, including housing:

DKIM (DomainKeys Identified Mail) Records: DKIM adds a digital signature to your outgoing emails, allowing the recipient’s server to verify that the email has not been tampered with and genuinely originated from your domain.

SPF (Sender Policy Framework) Records: An SPF record lists the mail servers explicitly authorized to send email on behalf of your domain. If an email claims to be from your domain but originates from an unlisted server, it’s highly likely to be marked as spam. If you use an external service to send mail, you might only need to include:spf.yourservice.com in your existing SPF record.

DMARC (Domain-based Message Authentication, Reporting, and Conformance) Records: DMARC builds upon SPF and DKIM, giving you control over actions taken for emails that fail authentication. You can instruct receiving servers to quarantine, reject, or simply report on such emails, offering valuable insights into potential abuse. If a DMARC record already exists in your DNS panel, avoid adding a duplicate entry.

OWNERSHIP Records: This type of TXT record is often used by platforms to verify domain ownership, helping prevent fraudulent activity.

CNAME (Canonical Name) Records

While not directly used for email routing, CNAME records are frequently used for:

Tracking Domains: A custom CNAME record can create a branded subdomain (e.g., cma.yourdomain.com) to mask default tracking URLs used by email marketing platforms (like click.emailplatform.com). This enhances brand consistency and can sometimes improve deliverability by avoiding generic tracking links.

How to Add Email DNS Records (Step-by-Step)

Adding email DNS records typically involves logging into your domain registrar or DNS hosting provider’s control panel. While the exact interface may vary, the core steps remain consistent. Always refer to your specific email marketing platform’s documentation for the precise values you need to enter for SPF, DKIM, and DMARC records.

General Steps:

1. Identify Your DNS Hosting Provider: This is usually where you registered your domain (e.g., GoDaddy, Namecheap) or where your nameservers are pointed if you’re using a separate DNS management service like Cloudflare.
2. Log in to Your DNS Hosting Provider’s Control Panel: Navigate to the section for managing your domain’s DNS settings, often labeled “DNS Management,” “Zone File Editor,” or “Advanced DNS.”
3. Add New Records: Look for an option to “Add Record” or “Add New DNS Record.”
4. Select the Record Type: Choose the appropriate record type (e.g., TXT, CNAME).
5. Enter the Details: Carefully input the “Host,” “Value,” and “TTL” (Time To Live) as provided by your email marketing platform.
6. Click to apply and store the updated DNS record settings.
7. Wait for Propagation: DNS changes can take anywhere from a few minutes to 48 hours to propagate across the internet. You can use online DNS lookup tools (like MXToolbox) to check if your records have been updated.

Specific Examples for Popular Domain Registrars/Providers:

Here are general guidelines. Always consult the specific instructions from your email marketing platform and your domain provider’s help documentation for precise values and the latest interface.

GoDaddy

1. Log in to your GoDaddy Domain Portfolio.
2. Select your domain, then click “DNS.”
3. Under “DNS Records,” click “Add New Record.”

4. Select the Type (e.g., TXT, CNAME).
5. Enter the Name (Host), Value (Points to), and TTL as provided by your email marketing service.
6. Click “Add Record” or “Save.”

Namecheap 

1. Log in to your Namecheap account.
2. Go to your “Domain List” and click “Manage” next to your domain.
3. Select the “Advanced DNS” tab.

4. In the “Host Records” section, click “Add New Record.”
5. Choose the Type (e.g., TXT Record, CNAME Record).
6. Enter the Host, Value, and TTL.
7. Click the checkmark icon to save changes. 

Hostinger

1. Log in to your Hostinger hPanel.
2. Navigate to “Domains” and then “DNS Zone Editor.”
3. Select your domain.
4. Under “Manage DNS Records,” choose the Type (e.g., TXT, CNAME).

5. Enter the Name (Host), Value (Points to), and TTL.
6. Click “Add Record.” 

Cloudflare

If your domain’s DNS is managed by Cloudflare:

1. Log in to your Cloudflare account.
2. Select your domain.
3. Go to the “DNS” section in the left sidebar.

4. Click “+ Add record.”
5. Select the Type (e.g., TXT, CNAME).
6. Enter the Name, Content (Value), and TTL.
7. Ensure the proxy status (orange cloud) is DNS only for email-related records to prevent issues.
8. Click “Save.”

Squarespace

1. Log in to your Squarespace account.
2. Go to “Settings” > “Domains.”
3. Select the domain you wish to modify..
4. Select “DNS Settings.”

5. Scroll down to “Custom Records” and click “Add record.”
6. Choose the Type (e.g., TXT, CNAME).
7. Enter the Host and Data (Value).
8. Click “Save.”

Other Hosting Providers (General Case)

While interfaces differ, the underlying principles for setting up email DNS records are the same:

• Access DNS Settings: Find the “DNS Management,” “Zone Editor,” or “Advanced DNS” section in your hosting control panel (e.g., cPanel, Plesk).
• Locate “Add Record”: This is usually a clearly labeled button or link.
• Input Record Details: For each record (SPF, DKIM, DMARC, CNAME):
  • Type: Select the correct record type.
  • Host/Name: This is usually @ for the root domain or a specific subdomain (e.g., _dmarc).
  • Value/Content/Points to: This is the actual data string provided by your email marketing platform.
  • TTL (Time To Live): How long DNS resolvers should cache the information. Often set to a default (e.g., 3600 seconds or 1 hour).
• Save: Apply the changes.

Why cmercury Excels in Email DNS Records Management

In a complex digital landscape, cmercury stands out by providing expert-led guidance for managing email DNS records across various platforms, including GoDaddy, Cloudflare, and Hostinger. With a deep understanding of SPF, DKIM, and DMARC configurations, as well as deliverability best practices, our team ensures your emails not only pass authentication checks but consistently reach the inbox. Whether you’re a startup, a growing business, or an enterprise, we offer tailored support that eliminates the guesswork from DNS management.

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Don’t Let DNS Misconfiguration Hinder Your Campaigns

Properly setting up your email DNS records isn’t just a technical requirement; it’s a critical business enabler. When correctly implemented, SPF, DKIM, and DMARC significantly boost your sender reputation, ensure compliance, and improve inbox placement, leading to better engagement and ROI.

If you’re unsure about your domain’s DNS setup or struggling with persistent deliverability issues, you don’t have to tackle it alone.

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Book your session now and let our experts help you achieve inbox success. We’re here to help you simplify the technicalities and unlock better email performance.

Disclaimer: This blog post was created with the assistance of Human Content Creators, AI and Search tools to help collect information, plan content, and ensure accuracy. We strive to deliver valuable and well-researched insights to our readers.