Email compliance suite

The authentication work that kept an entire customer base deliverable.

Role: Product manager and program manager
TEAM: 3 IT teams, with QA, UX and design experts, and data analysts; deliverability, compliance, legal, security and customer success as stakeholders and SMEs

Goal

Get the customer base ready for the 2024 Gmail, Yahoo and Microsoft bulk-sender requirements on email and domain authentication and sender reputation: turning an external compliance deadline into a guided, low-effort task instead of a deliverability cliff.

Context

Mailbox providers announced hard authentication requirements for bulk senders with a fixed deadline. A large share of customers had no DKIM, SPF or DMARC in place, many sent from public-domain addresses, and most had no idea what any of it meant.

What I did

Framed the deadline as a product problem, not a support problem: the goal was authenticated senders, so the measure of success was completion rate, not documentation quality.
Shipped an MVP step-by-step wizard for DKIM, SPF and DMARC first, to get coverage moving while the automated path was built.
Followed with automated email authentication via an Entri integration, removing manual DNS editing for most customers.
Handled public-domain senders explicitly, including free domain rewriting for users sending from public-domain email addresses.
Drove legal compliance updates and ran an internal education program that reached well beyond the deliverability and compliance teams.
Coordinated product communication across legal, marketing, support education and compliance so customers were warned, guided and supported on the same timeline.

Outcome

Shipped

Shipped ahead of the deadline in two stages (wizard, then automation). Baseline compliance among paid users — sender addresses authenticated with SPF, DKIM and DMARC — was 20%. Five months after the full program launched, it reached 60%. Directionally: protected deliverability through the transition, with support load absorbed by self-serve flows rather than tickets.

Stack & methods

EntriDKIMSPFDMARC

Public references

Visuals