WHY IS DMARC IMPORTANT?

Growth: With email standing behind most new internet services & account types, email continues to be one of the best ways that apps and services can reach out to users to engage and activate them.

With this, email continues to be the foundation of many growth programs.  



Becoming Spoofing Proof: Since email is how apps and services authenticate users around account changes, it is absolutely important that email continue its development to becoming spoofing proof. Public cases in 2017 have shown how sophisticated attackers have gotten using email and the damage they can do. Email providers like Google and Microsoft achieved major milestones around DMARC during 2016. When “DMARC reject policies” are finally deployed by these and other providers, email will have gone a long way from taking the onus off the user to know when to trust a message.



Smarter Notifications: Today’s users have many communications apps or services. While email has a well earned place here, it is not the only way that apps and services communicate with users. Apps continue to experiment with and see what is the best mix of notification types. In 2017, we’ll see apps get even smarter about notifications, where beyond sending the right message at the right time, they’ll also send on the right medium at that time. If 2017 is like the years before it, users will receive & send many more messages than they did in 2016. When these messages are done smartly, they provide users with options and control of their communications.