What is DMARC and Why Should You Care? Carly Brantz April 17, 2012 Best Practices // SUMMARIES ?> DMARC is an acronym for “Domain-based Message Authentication, Reporting & Conformance” which is a new standard that makes it easier for ISPs’ to prevent messaging abuse in the email ecosphere. With malicious email on the rise, consumers are having increasing difficulty identifying legitimate email. As a result, they unwittingly give up their personally identifiable information which exposes them to financial havoc and ultimately reduces trust in the channel and trust in the brand. DMARC is the next evolution of email authentication, a process by which ISPs can better identify legitimate mailers from spammers. Essentially, DMARC allows email senders to specify how ISPs should treat emails that cannot or were not authenticated using SPF or DKIM by them. Senders can opt to send those emails to the junk folder or have them blocked them all together. By doing so, ISPs can better identify spammers and prevent malicious email from invading consumer inboxes while minimizing false positives and providing better authentication reporting for greater transparency in the marketplace. This is just another great example of email senders and ISPs working together to protect the email channel. To learn more about DMARC, visit the organization’s website at www.dmarc.org. To learn more about authentication, read this blog post.