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Sending on behalf of users: what you need to know

Wildbit
June 25, 2018
39

Sending on behalf of users: what you need to know

Wildbit

June 25, 2018
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  1. Marek Loder
    Customer Success
    Sending email on behalf
    of your users
    What you need to know
    Patrick Graham
    Customer Success

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  2. If you have a question,
    click this
    Questions? Don’t be shy
    [email protected]
    For all other questions
    about the meaning of life

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  3. • Spend my days at Postmark onboarding new clients
    • Work out of our headquarters here in Philadelphia
    • Big fan of the great outdoors
    • Newly minted private pilot
    • Music and coffee aficionado.
    • I spend my days at Postmark troubleshooting
    technical problems for our customers
    • Work remotely from the Pacific Northwest.
    Marek Loder
    Patrick Graham

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  4. What is Postmark?
    A fast & reliable transactional-only email
    platform for web applications
    Your customers expect application emails
    to arrive immediately, not eventually.
    Reaching the inbox isn’t enough

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  5. 1. Discuss when sending on behalf of your users may be helpful, or required
    2. Explore strategies to send email on behalf of users and the pros and cons of each
    approach
    3. Identify which sending method (or combination of methods) is right for your
    business
    What we’re going to cover today?

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  6. Why send email on behalf of users?

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  7. When it makes sense
    • Helpdesks
    • CRMs
    • Email Service Providers
    • Web agencies
    • Other B2B applications

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  8. Invisible “sending”
    This looks right…
    End Recipient

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  9. More obvious “sending”
    This doesn’t look quite
    right…
    End Recipient
    ?

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  10. Why does this matter?
    • Avoid confusion in email communication
    • Protect overall brand and reputation
    • Ensure optimal deliverability

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  11. The 3 methods we’ll cover

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  12. Whitelist & Blacklist
    SPF
    1

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  13. Domain Keys Identified Mail
    DKIM

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  14. 1
    Fully-aligned and Authenticated
    Customer Domain

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  15. Authenticated Customer Domain
    DKIM SPF DMARC

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  16. Looking good!
    This looks right…
    End Recipient

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  17. What’s required?
    • DKIM: Your customers will need
    to add a DKIM TXT record to
    their DNS.
    • SPF: Depending on provider,
    you’ll either need to have your
    customers add an SPF record,
    or designate a custom Return-
    Path.
    • DMARC SPF alignment requires
    that the From address domain
    match the Return-Path domain,
    so allowing Custom Return-Path
    is required for full DMARC
    alignment

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  18. Putting the pieces together
    Add Your Domain
    Add Custom Return-Path

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  19. Putting the pieces together cont.

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  20. The Pros
    • The email recipient (your customers’ customer) will receive email from your
    customers domain
    • Recipients never see “via” or “on behalf of” tags for senders
    • Reputation is tied to your customer’s domain
    • Enables full DMARC alignment
    • Maximizes opportunity for reliable delivery

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  21. The Downsides
    • Requires development work to allow customers to add their domain and
    expose DNS entry values.
    • Customers need to have access to their DNS and ability/comfort to make
    changes (many employees rarely touch DNS entries so this may be a
    challenge)
    • Requires you to build out a comprehensive communication plan to help your
    customers understand the authentication process

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  22. 2 Verified “From” Address

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  23. Verified “From” Address
    DKIM SPF DMARC

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  24. Yuck
    This doesn’t look quite
    right…
    End Recipient

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  25. Putting the pieces together
    Add From Email
    Add From Name
    Add Reply To
    Address Verification
    Confirmation
    Address Verification Email

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  26. The Pros
    • Quick & Easy
    • Confirmation email sent to the From address to verify and approve ESP for
    sending with that address
    • From address is your customer’s address
    • No additional setup or DNS records required

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  27. The Downsides
    • Deliverability suffers (without optional authentication)
    • DKIM signature domain does not match From domain
    • via or on behalf of note in email clients
    • SPF/Return-Path domain does not match From domain
    • Can fail DMARC
    • What happens if policy for DMARC is set to quarantine or reject?

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  28. 3 Custom “From” Name

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  29. Custom “From” Name
    DKIM SPF Return-Path DMARC

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  30. What’s required
    • Verify your own domain using a DKIM record
    • (Optional) Set up a custom return-path for full DMARC alignment and
    improved deliverability

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  31. The Pros
    • Your customers do not need to verify addresses by email or modify their
    DNS records
    • Emails will have great deliverability with DKIM and Return-Path
    authentication set up
    • From name can be set to match your customer
    • Reply-To address can be set to be your customer’s address, so that they
    can receive replies

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  32. The Downsides
    • Your customer’s domain and addresses are not used
    • Can cause mistrust with the recipient if they check the actual sending
    address
    • Your own domain’s sending reputation can be affected by any bad actors
    • If there is an issue with your domain reputation, it would affect all of your
    customers’ sending

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  33. Bringing it together: How to choose
    which method is right for you?

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  34. Which option is right for you?
    • It depends on your priorities and the priorities of your customers
    • Start simple and expand over time
    • Clearly communicate advantages/disadvantages to your users for available
    options
    • Provide fallback (i.e. authenticate your domain, or default to custom “from
    name”
    • Beware of the consequences of taking shortcuts - don’t mask these risks
    from your customers
    • If you must take a shortcut, do it responsibly - send from your authenticated
    domain with a variable “From Name”

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  35. If you have a question,
    click this
    Questions? Don’t be shy
    [email protected]
    For all other questions
    about the meaning of life

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  36. Part of the family.
    postmarkapp.com
    Questions?
    Email [email protected]
    @postmarkapp

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