DMARC is a DNS record that verifies whether emails sent from your domain really come from you and decides what happens to emails that fail that check. Here's why it matters for a Shopify store: to send notification and marketing emails from your own domain (for example orders@yourbrand.com), your domain needs to be authenticated and have a valid DMARC record. Otherwise, Shopify replaces your sender address with a shopifyemail.com address, and your emails are less likely to reach the inbox.
In this article we explain step by step what DMARC is, how to authenticate your domain in Shopify, how to add a DMARC record and how to test your setup.
SPF, DKIM and DMARC: the three work together
DMARC doesn't work on its own; it relies on two other authentication methods:
SPF: lists which servers are allowed to send email on behalf of your domain.
DKIM: adds a digital signature to the email; the receiving server uses it to confirm the email wasn't altered in transit and really came from your domain.
DMARC: checks whether SPF or DKIM authentication matches the domain in the visible sender address. It decides what to do with emails that don't match (monitor, send to spam, reject) and sends you reports.
Why has it become mandatory?
From February 2024, Gmail and Yahoo required senders sending more than 5,000 emails a day to personal accounts to have SPF, DKIM and DMARC records, a one-click unsubscribe option and a low spam complaint rate. Microsoft introduced similar rules for high-volume senders to Outlook.com addresses in May 2025.
These rules may seem to concern only large senders at first, but an e-commerce store sending campaign emails can easily reach these thresholds. Emails from domains missing these records can land in spam or not be delivered at all.
Step 1: Authenticate your sender domain in Shopify
Before the DMARC record, you need to authenticate your domain so Shopify can send email on its behalf:
In your Shopify admin, open Settings → Notifications.
In the Sender email field, enter an address on your own domain. Free email addresses such as Gmail or Yahoo can't be authenticated.
Click Authenticate your domain. Shopify shows you the CNAME records you need to add. These records handle SPF and DKIM authentication.
Add these CNAME records in your domain's DNS management panel.
Return to Shopify and confirm that you've updated the records. Authentication can take a few hours to complete.
If you bought your domain through Shopify, these records are usually configured automatically. Still, check separately that a DMARC record exists.
Step 2: Add the DMARC record
A DMARC record is a TXT record added to your domain's DNS settings:
Go to your domain's DNS management panel. If the domain was bought through Shopify, you can do this from Settings → Domains by selecting the domain and opening its DNS settings. If it was bought elsewhere, use that provider's panel.
Create a new TXT record.
In the Name / Host field, enter _dmarc. Some panels add the domain automatically, so entering just _dmarc is enough.
In the Value field, start with this record: v=DMARC1; p=none; rua=mailto:dmarc@yourbrand.com
Save the record. Changes can take a few hours, sometimes up to 48 hours, to propagate.
If the domain already has a DMARC record, don't add a second one. More than one DMARC record makes the record invalid.
Tags in a DMARC record
Tag | What it does | Example |
|---|---|---|
v | DMARC version; must always come first | v=DMARC1 |
p | Policy applied to emails that fail authentication | p=none, p=quarantine, p=reject |
rua | Address where aggregate reports are sent | rua=mailto:dmarc@yourbrand.com |
pct | Percentage of emails the policy applies to | pct=50 |
sp | Separate policy for subdomains | sp=quarantine |
Step 3: Tighten the policy gradually
The p=none policy doesn't affect emails; it only collects reports. These reports show which services send email on behalf of your domain: Shopify, your email marketing tool, your support software, your invoicing system and so on.
Monitoring (p=none): review the reports for a few weeks. Make sure every legitimate sender passes SPF and DKIM authentication.
Quarantine (p=quarantine): emails that fail authentication go to the spam folder. You can move to this stage gradually with the pct tag.
Reject (p=reject): emails that fail authentication aren't delivered at all. This is the strongest protection against your domain being spoofed.
Starting directly with p=reject can block your legitimate emails that aren't yet authenticated (such as those sent from your marketing tool).
Step 4: Test your setup
DNS check: enter your domain in tools such as MXToolbox, EasyDMARC or dmarcian to check that your DMARC record is read correctly.
Real email test: send a test email from your store to your Gmail address. Click "Show original" on the email and check that the SPF, DKIM and DMARC results are PASS and that the sender address is your own domain, not shopifyemail.com.
Status in Shopify: check on the Settings → Notifications page that your sender email shows as authenticated.
Don't forget your email marketing tool
Shopify's own notifications being authenticated doesn't mean everything is done. If you use an email marketing tool such as Omnisend or Klaviyo, you also need to authenticate your domain in that tool separately. Otherwise, your campaign emails will be affected when you tighten your DMARC policy.
Frequently asked questions
What happens if I don't have a DMARC record?
For domains that are authenticated but have no DMARC record, Shopify may replace your sender address with a shopifyemail.com address. Providers such as Gmail and Yahoo may also mark your emails as spam.
Is it safe to start with p=none?
Yes. p=none doesn't affect email delivery; it only lets you collect reports. But it doesn't protect your domain from being spoofed, so it's recommended to move to quarantine and reject after reviewing the reports.
Can I send emails from Shopify with my Gmail address?
You can, but you can't authenticate a domain like gmail.com. In that case Shopify replaces your sender address with its own. For brand credibility and deliverability, use an address on your own domain.
Let's check your email setup together
Setting up SPF, DKIM and DMARC records correctly is essential for both your order notifications and your campaign emails to reach customers. If you'd like to review your store's email and DNS settings, get in touch through our Shopify technical support page.
