Your digital marketing reputation is critical to the receptivity and deliverability of your email marketing messages. While we'd love to think that this should be an easy thing to establish, there are some steps that you need to take to mitigate factors that could negatively affect your reputation.
The bottom line is that your mailing recipients want to be assured that any mailings coming from your organization are actually coming from your organization. This sort of email authentication helps protect your recipients from fraudulent email (e.g. phishing scams or other types of spam).
There are two important things that you should do to your Domain Name Service (DNS) record (for all sending domains) to ensure that you're doing your reputation justice: