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Instructions for setting up Emma as an authorized sender

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Publishing (or updating) your organization's SPF record is a quick, fairly painless process. Here's how, in three steps:


1. Update your SPF record and add Emma to it.

There are lots of SPF wizards out there, but we recommend SPF Wizard

Enter your domain name in the first field. If you send emails from, your domain is If you don't have a domain, you don't have to worry about your SPF record for now.

Fill out the fields that appear. The two Emma-related additions you'll make will be to add to the "Any domains that may deliver or relay email for this domain:" field and to say that your edits describe all the hosts that send email from your domain.

Your new SPF record will look something like this:

v=spf1 -all

Copy it and paste it somewhere you can get to it, like a blank email. 

You can follow the guide we've created here:


2. Turn your SPF record into a Sender ID record.

Now that you've wizarded your way to an SPF record, you're a few tweaks away from a Sender ID record as well. And what's Sender ID, you ask? It’s an authentication standard developed by Microsoft that is similar to SPF, but slightly different in implementation. Although it is somewhat less important than SPF, we recommend publishing both SPF and Sender ID records so you can optimize your delivery across the board, including any domains that check Sender ID.

Here's how to make the tweak.

Change the text in bold in your original SPF record:

v=spf1 -all

to this instead:

spf2.0/pra -all


3. Send your updated SPF record to your technical contact.

You'll now add both the updated SPF and Sender ID records your domain's DNS record. Which is to say that you'll hand them to the guy named Jimmy who handles DNS thingies for you.

If you don't have a Jimmy, or you're not sure who your domain's technical contact is, there's an easy way to find out. Go to and type your domain name in the search box. Locate the "technical contact" in the list, and send your new SPF record his or her way. It's a pretty easy update to make, so be sure and ask for a confirmation email when it's done.


4. Celebrate your publishing prowess with a tasty root beer float.

You're now a published SPF and Sender ID author, and you've just helped ISPs more easily authenticate your emails. Well done!

Of course, if you get stuck or have questions along the way, we're always here to help. Just let us know in Emma Community or check out


Are you an agency client?

If you're an Emma agency partner offering email marketing services to your clients, you'll want to start by adding Emma to your own SPF record, following the general instructions above. Not only is this important, but it will also help you get familiar with the setup process.

In addition to guiding your clients through the SPF process, you'll also want to help them understand why the update is a good idea. Start by explaining the importance of publishing an SPF in terms of their email deliverability and reputation as a sender. And although it doesn't guarantee better delivery rates, having an up-to-date SPF record is a relatively easy way to proactively eliminate many email deliverability issues. In short -- if you want to be a responsible sender, it's an important step to take.

Then, explain that in using you as their email service provider they'll want to add your delivery network to their list of authorized senders. For private-label agencies, if someone digs under the hood of, they'll find it registered to Cold Feet Creative, our parent company. Which is less like a parent and more like the same child with a different, and slightly weird, name.


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Last modified
16:57, 30 Jan 2017



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