(Even Though They Really, Really Should)
So you’ve signed up for a shiny new email tool, maybe Mailchimp, maybe SendGrid, maybe something your cousin’s startup built. You follow the setup guide like a good internet user. It tells you to add a DKIM record. Great. Job done?
Not so fast.
What about SPF? Surely that’s handled somewhere… right?
Well, not exactly. And if your business runs on outbound emails (looking at you, recruitment agencies and sales teams) ignoring SPF is a shortcut to the spam folder.
Here’s why your email service provider has ghosted SPF setup (and why that’s a bit of a problem).
1. SPF Still Matters But It’s a Bit of a Minefield
SPF (Sender Policy Framework) lets the world know which servers can send email for your domain. It’s critical for deliverability and domain reputation.
The twist? SPF has a strict 10-lookup limit. Go over that, and it stops working. Not slows down. Not throws a warning. Just silently breaks.
And in today’s SaaS-happy world, everyone’s got a buffet of email platforms:
- Google Workspace or Microsoft 365 for internal comms
- Mailchimp or Klaviyo for marketing
- SendGrid or SMTP2GO for transactional
- HubSpot or Salesforce for CRM blasts
Each one wants to be included in your SPF record. Stack them all up like a sandwich, and boom. You’ve exceeded the lookup limit. Enjoy your broken SPF and mysteriously vanishing emails.
2. Providers Are Playing It Safe (a.k.a. Covering Their Butts)
Most platforms know how easy it is to mess up SPF. So instead of risking the blame, they just… don’t include it.
Some even send mail with a custom return-path that sidesteps SPF entirely. Sneaky, yes. Reliable? Not exactly.
It’s a workaround, not a solution.
3. DKIM Is the Golden Child Now
Why do setup guides push DKIM instead of SPF? Easy:
- DKIM doesn’t touch the SPF lookup limit
- It’s domain-level, so it works even if your mail hops around
- It’s cryptographically secure, which makes security folks feel warm and fuzzy inside
DKIM signs your emails to prove they’re legit. But SPF and DKIM are designed to tag-team deliverability, especially when DMARC gets involved.
4. Google and Microsoft Are Now Playing Hardball
This isn’t just nerdy best-practice stuff anymore. Google and Microsoft now require all three protocols: SPF, DKIM, and DMARC. No exceptions.
Here’s the rulebook:
- SPF confirms the sending server is allowed
- DKIM verifies the message was signed by your domain
- DMARC ties it all together and says, “Only let this through if SPF or DKIM lines up with the visible From address”
Fail any part of that? Your email might vanish into the void. No bounce. No NDR. Just silence.
That’s been the reality since 2024 and it’s getting stricter by the month.
5. Ignoring SPF Leads to Quiet, Costly Problems
If your email platform hasn’t explicitly told you what SPF entry to add, guess what: they’re hoping you figure it out on your own.
In the meantime, you’re probably:
- Passing SPF for some emails, but not aligning it with DMARC
- Missing SPF entirely for others
- Sitting on a ticking SPF lookup bomb if multiple tools are playing SPF tag
Deliverability issues caused by SPF lookups failing don’t announce themselves. They just cost you leads, replies, and revenue.
What You Should Actually Do
No surprise twist here: you need to audit your SPF setup manually. Sorry.
Go spelunking through your platforms’ help docs and figure out:
- Do you need to add an SPF include?
- What’s the exact syntax?
- Are you flirting with the 10-lookup ceiling?
Then clean it up. Ideally with a deliverability tool or a specialist who doesn’t flinch at TXT records.
How Powermail Helps You Avoid the SPF Dumpster Fire
Quinset Powermail was built for exactly this mess.
It scans your DNS records, spots every service sending on your behalf, and checks:
- SPF record structure and lookup count
- DKIM configuration
- DMARC alignment (or lack thereof)
You get a clear picture of what’s working, what’s broken, and what’s holding you back — before Outlook or Gmail quietly bins your next campaign.
Final Thoughts: SPF Isn’t Dead. It’s Just Abandoned.
Email providers could give you SPF guidance. They just don’t want the liability of breaking your DNS. So the burden falls on you.
The good news? Once it’s dialed in, SPF usually behaves. And with the right tools (hi), keeping it in check isn’t that painful.
If you’re not sure where you stand with SPF, DKIM, or DMARC, give us a shout. We’ll do the forensic work so you don’t have to and make sure your next send lands where it should.
Inbox, not spam folder.
