Let’s be honest — if your emails aren’t reaching the inbox, are they even worth sending?

For small business owners, bloggers, developers, and WordPress users hosting their websites on shared hosting, email deliverability is a hidden issue — until it’s not. You carefully craft newsletters, send client updates, or forward receipts, only to find them stuck in the spam folder… or worse, lost in transit.

So, what’s going on?

Most likely, your emails are missing authentication — the behind-the-scenes proof that your messages are legitimate. Without it, spam filters treat you like just another stranger at the door.

Shared Hosting & Email Issues: The Unseen Struggle

Shared hosting is cost-effective, easy to set up, and great for new or small websites. But here’s the catch: you're sharing the same server — and often, the same IP address — with dozens or even hundreds of users. If someone else on  that server gets flagged for sending spam, your emails might suffer too.

Without proper email authentication, it becomes even harder to prove your legitimacy to ISPs.

That’s where SPF, DKIM, and DMARC come in — powerful DNS records that work behind the scenes to verify your emails and keep them out of spam folders.

Email Authentication: The 3 Essentials You Shouldn’t Skip

1. SPF (Sender Policy Framework)

Think of SPF as your domain’s guest list. It tells email servers which platforms are authorized to send mail on your behalf.

Why it matters: Without SPF, anyone can impersonate your domain, and your messages might be treated as suspicious or fake.

Quick tip: If you’re using an email marketing tool or transactional service, they’ll provide the SPF record you need. Add it as a TXT record in your domain’s DNS.

Example SPF record:
v=spf1 include: example.com ~all

2. DKIM (DomainKeys Identified Mail)

DKIM adds a digital signature to your emails — like a wax seal on a letter. It proves the message hasn't been tampered with in transit and confirms it came from your domain.

Why it matters: Platforms like Gmail and Yahoo use DKIM to evaluate whether your emails are trustworthy. Without it, you're at a disadvantage.

Most email platforms will give you a DKIM key to publish. Once added to your DNS, it works automatically.

3. DMARC (Domain-based Message Authentication, Reporting & Conformance)

DMARC tells receiving servers what to do if SPF or DKIM checks fail — and it gives you visibility into who's sending mail using your domain.

Why it matters: DMARC protects your brand and gives you insight into potential abuse.

Basic DMARC record:
v=DMARC1; p=none; rua=mailto:[email protected]

You can start with p=none to monitor without affecting delivery, then move to stricter enforcement like quarantine or reject.

Don’t Let DNS Intimidate You

Even if you’re not a developer, setting up these records is straightforward. Most domain providers (like GoDaddy, Namecheap, or Cloudflare) have step-by-step guides or support to help you get started.

Modern email marketing tools also simplify this process — providing you with the exact SPF, DKIM, and DMARC records needed to authenticate your sending domain.

If you're looking for a user-friendly option, email marketing tools offers clear instructions and deliverability features that take the guesswork out of setup.

Avoid These Common Mistakes

Even seasoned users make these errors:

• Adding multiple SPF records instead of combining them
• Using free domains (like @gmail.com) for professional email sends
• Skipping DKIM or leaving it half-configured
• Ignoring DMARC reports that can expose spoofing attempts

Final Thoughts: Build Trust With Every Email

SPF, DKIM, and DMARC aren’t optional anymore — they’re email essentials.

Whether you're sending newsletters, invoices, or outreach emails, authentication ensures your messages are delivered securely, reliably, and professionally. Taking a few minutes to configure these records can save you from lost leads, missed opportunities, and damaged credibility.

You don’t need to be a tech expert to get started. Just follow the steps, use the right tools, and make sure your emails always land where they’re supposed to — in the inbox.