You may receive messages from your customers claiming that they didn't receive an invoice, tracking information, or digital gift card email from your store after an eCommerce transaction.
When your eCommerce site sends emails to your shoppers (like receipts or shipping updates), some email services like Gmail, Yahoo, Hotmail, etc. could block them or mark them as spam if your website’s "digital address book" (aka DNS settings) isn't updated. To fix this, you need to add some simple "permission slips" to tell email services, "Yes, this email is safe and coming from the right place.
To make sure your shoppers get their emails, you need to add four "entries" to your DNS settings. Think of these like special stamps of approval for your emails:
SPF Record
This is like a guest list for your email. It tells email services, "These are the places allowed to send emails on behalf of my store." Without it, your emails might get turned away at the door.MX Record
This is the address where your email lives. It tells email services, "If you need to deliver something to my store’s email, here’s where to send it." If this isn’t set up, emails might not know where to go.DMARC Record
This is the rulebook for your emails. It says, "If an email claims to be from my store but doesn’t follow the rules, here’s what to do: reject it, quarantine it, or report it."DKIM Signing
Think of this as a digital signature on your emails. It proves, "This email really came from my store and wasn’t tampered with on the way." Without this, some email services might not trust your messages.
Without all four accurate entries present in your DNS settings, the chance that a shopper's email provider could block email coming from your eCommerce site before it ever even makes it to their inbox is nearly 100%.
If you're unsure whether these DNS settings have been applied or not, you can run a test to check. Click here for those instructions, it's easy!
This article provides all the necessary steps to fix this problem.
LET US HANDLE THIS FOR YOU!
The Run Free Project team is happy to take care of this for you so you don’t have to worry about it. When you joined us, we asked for access to your DNS Host to set this up, but sometimes we don’t get that access right away. If you’d like us to handle it:
Send us a quick message using the blue chat button at the bottom right of this screen, or email us at support@runfreeproject.com to let us know you’re having email delivery issues.
Give support@runfreeproject.com access to your DNS Host (this is where you manage your store website domain, and sometimes it’s also where your website is hosted).
👉 Pro Tip: If your DNS Host is GoDaddy, we’ve got you covered! Click here for instructions to delegate access to us from within GoDaddy.
What Is DNS, and Why Does It Matter?
Think of DNS (Domain Name System) as the phonebook of the internet. When someone types your website address (like mystore.com) into a browser, DNS is what helps connect that name to the right "phone number" (your store's server) so they end up in the right place. Without it, it’s like calling someone without knowing their number – it just won’t work.
What Is a DNS Host?
Your DNS Host is where you manage this "phonebook" for your website. It’s the company where you bought your website’s domain name (like mystore.com). Sometimes, it’s also the same place where your website is hosted.
Common DNS Hosts include:
GoDaddy
Google Domains
Bluehost
Namecheap
Cloudflare
If you’re not sure who your DNS Host is, no worries – we can help!
How Do I Find My DNS Host?
Most people don't just magically recall who their DNS host is, so don't feel bad if you have no idea. Here’s how you can figure it out:
Check Where You Bought Your Domain: Start by thinking back to where you purchased your website name (like mystore.com). That’s likely your DNS Host.
Look Up Your Domain Info: You can use a free tool like whois lookup to search for your domain name. Look for the "Name Servers" or "Registrar" – that’s usually your DNS Host.
Ask Your Website Manager: If someone else set up your website for you, they might know this info.
If you come up empty handed, that's ok. Just send us a chat, we'll help you investigate.
What Are DNS Settings?
DNS settings are like the instructions in your "phonebook" that tell the internet how to find your website, where to send emails, and other important stuff. To make sure emails from your store reach shoppers, you need to update your DNS settings with a few records (SPF, MX, DMARC, DKIM).
Don't worry, we'll explain how to do this in detail below. That said, DNS settings can get complicated. So if you don't feel comfortable making these changes or if you already have lots of DNS records listed in your settings before you even get started, we highly recommend calling in the Run Free support team to help. It'll save you and your shoppers a potential headache.
Applying the Four DNS Settings Required to Ensure Email Delivery
There are four separate DNS settings you must apply to ensure email delivery:
SPF Record
MX Record
DKIM Signature Entry
DMARC Record
Let's step through adding each...
How to Add or Update Your SPF Record
The SPF record is like a permission slip that tells email services, "It’s okay for these servers to send emails on behalf of my store." Here’s how to set it up in your DNS Host:
Log in to Your DNS Host
Sign in to the account where you manage your domain (e.g., GoDaddy, Google Domains, etc.).Go to the DNS Settings
Look for a section called "DNS Settings," "DNS Records," or "Manage DNS."Add or Update a TXT Record
Click on the option to Add a New Record (or Edit if an SPF record already exists).
Choose TXT as the record type.
In the Name/Host field, enter
shop(some hosts might call this "Host" or "Name").In the Value field, enter this exactly as shown:
v=spf1 a mx ip4:208.75.64.82 ~all
If you already have an SPF record (like for GSuite or another email provider), you’ll need to add our value to the existing one, like this:
v=spf1 include:_spf.google.com ip4:208.75.64.82 ~all
👉 Note: You can only have one SPF record per domain. If you try to create two separate ones, it won’t work and could cause email delivery issues.
Set the TTL
Look for a field called TTL (Time to Live).
Set it to the minimum value allowed (usually 1 minute or 600 seconds).
Save Your Changes
Click Save or Apply to update the settings.
Here's an example of what an SPF record entry looks like in the DNS settings of GoDaddy Domain Hosting:
How to Add or Update Your MX Record
The MX (Mail Exchange) record helps email services verify the sender of your emails and ensures they come from the correct source. This step is critical for protecting your emails from being flagged as spam or used in phishing attacks.
Why Is This Important?
Believe it or not, email systems are surprisingly simple – anyone can technically send an email pretending to be someone else. Adding an MX record ensures your customers’ mail services can verify that the emails really come from your store. This helps prevent phishing attacks and keeps your emails trustworthy. Here’s how to set it up in your DNS Host:
Log in to Your DNS Host
Sign in to the account where you manage your domain (e.g., GoDaddy, Google Domains, etc.).Go to the DNS Settings
Navigate to the section called "DNS Settings," "DNS Records," or "Manage DNS."Add an MX Record
Click on the option to Add a New Record (or Edit if an MX record already exists for your subdomain).
Choose MX as the record type.
In the Name/Host field, enter
shop(Although rare, if your store has a subdomain pointing to your eCommerce store that is different than shop, such as
store.intergalacticrunning.com, you would entershopin this field).
In the Priority field, enter
100. This tells email services that this record won’t be used for receiving emails – it’s just for verifying outgoing ones.In the Value field, enter this exactly as shown:
host292.bluetowerhosting.com
The TTL (Time to Live) should be set to the lowest possible value (usually 1 minute or 600 seconds). This ensures the change goes live as quickly as possible.
Save Your Changes
Click Save or Apply to update the settings.
Here's an example of what an MX record entry looks like in the DNS settings of GoDaddy Domain Hosting:
How to Set Up DKIM Signing
DKIM (DomainKeys Identified Mail) is a powerful way to make your emails extra secure. It adds a digital signature to each email, proving it was sent from your store and hasn’t been tampered with. Here’s how to set it up:
Generate Your DKIM Keys
Go to this website: DKIM Record Generator.
On the page, you’ll see a form. Fill it out like this:
For Domain, type the web domain you use with Run Free (e.g.,
shop.yourwebsite.comlikeshop.runfreeproject.comeven if you host your website with Run Free. In other words, ifyourwebsite.comis on Run Free too, useshop.yourwebsite.comin this field).For Selector, type:
dkim.Leave Key Length at
1024.
Click Generate DKIM Record.
You will be prompted to provide which email service or platform you are generating this DKIM record for before proceeding. Enter
Run Free Projectthen complete the reCAPTCHA and click continue.
2. Save Your Keys
After generating the record, you’ll see two parts:
Private Key (on the left)
Public Key (on the right)
Save both keys somewhere safe – you’ll need them later.
Click the copy icon circled in the screen shot below
Open a text editor on your computer such as Notepad in Windows or TextEdit in MacOS
Paste your keys into that text editor and save the file on your computer
Place it somewhere private and safe.
3. Add the Private Key to Run Free
Log in to your Run Free Project admin area.
Go to Settings > Integrations > Email.
In the DKIM Signature field, paste the Private Key as shown in the example below (be sure to include
-----BEGIN RSA PRIVATE KEY-----,-----END RSA PRIVATE KEY-----, and all the letters and numbers in between.Click Save to apply the changes.
On easydmarc.com...
In your Run Free Project eCommerce admin dashboard...
4. Set Up the Public Key in Your DNS
The DKIM generator will provide instructions for adding the Public Key to your DNS. Here’s what to do:
Log in to your DNS Host (e.g., GoDaddy, Google Domains).
Go to DNS Settings or Manage DNS.
Add a TXT Record:
Name/Host:
dkim._domainkey.shop(In rare situations, you may need to replaceshopwith your subdomain if it isstoreor something else).Value: Paste the Public Key exactly as shown by the DKIM generator.
TTL: Set it to the lowest possible value (usually 1 minute or 600 seconds).
Click Save.
On easydemarc.com...
On your DNS Host, in this case, a GoDaddy example...
5. Test Your Setup
After setting up both keys, run a test to ensure everything works correctly. Tools like EasyDMARC can help verify your setup. You can also test the validity by entering an email address you have access to in the Test Your Settings After You Save section of the Email area under Settings > Integrations as shown below, then click Send Test Message.
Why Is This Important?
DKIM ensures that emails from your store can’t be tampered with and won’t be flagged as spam. It’s one of the best ways to protect your shoppers and your store’s reputation.
Need Help?
If you’re unsure about any of these steps, we’re here to help! You can:
Send your Private Key to support@runfreeproject.com or paste it into the blue chat icon on the bottom right corner of this page.
Let us handle it all for you – just ask!
How to Add or Update Your DMARC Record
A DMARC (Domain-based Message Authentication, Reporting, and Conformance) record is like your store’s email rulebook. It tells email services, "My emails follow SPF and/or DKIM rules, and here’s how to handle any that don’t."
Make sure you’ve already set up SPF or DKIM before adding your DMARC record. Here’s how to set it up:
Log in to Your DNS Host
Sign in to the account where you manage your domain (e.g., GoDaddy, Google Domains, etc.).Go to the DNS Settings
Navigate to the section called "DNS Settings," "DNS Records," or "Manage DNS."Add a TXT Record for DMARC
Click on the option to Add a New Record.
Choose TXT as the record type.
In the Name/Host field, enter:
_dmarc.shop
(Replace
shopwith your subdomain if applicable, e.g.,_dmarc.shop.redcoyoterunning.com.)In the Value field, enter this exactly as shown:
v=DMARC1; p=none
This tells email services to check SPF and DKIM but take no action yet if something doesn’t pass (a safe starting point).
Set the TTL
Look for the TTL (Time to Live) field and set it to the lowest value possible (usually 1 minute or 600 seconds). This ensures the changes take effect quickly.
Save Your Changes
Click Save or Apply to update the settings.
Why Is This Important?
DMARC works together with SPF and DKIM to protect your emails from being flagged as spam or being used by hackers for phishing. It helps email services know you’re serious about keeping your emails safe and legitimate.
Here's an example of a properly configured DMARC record in GoDaddy:
You’re All Set!
Congratulations! 🎉 By completing these steps, you’ve significantly improved your store’s email deliverability and security. Your shoppers are now far more likely to receive their receipts, updates, and other important emails without any issues.
Remember, DNS settings can take a little time (up to 24–48 hours) to fully update across the internet, so don’t worry if everything doesn’t work right away. Once the changes propagate, you’ll be good to go!