Why Shopify Is Rewriting Your Emails to [email protected]
Is your brand identity disappearing the moment it hits your customer's inbox?
You spend thousands on site design and creative assets. But when a customer places an order or resets their password, they don't see [email protected]. Instead, they see this:
This isn't just an aesthetic annoyance. It is a trust signals failure that tells Gmail, Yahoo, and Outlook that you haven't authorized Shopify to send email on your behalf.
In 2025, this "ugly" address is often the first warning sign of a much bigger revenue problem: Authentication Misalignment.
The Root Cause: Why Shopify "Takes Over" Your Address
Shopify does not want to send spam. If you haven't explicitly authorized them to send emails using your custom domain (via DNS records), they will not risk their own reputation by "spoofing" you. Instead, they rewrite the "From" address to their own domain because they know their own domain is authenticated.
1. Missing CNAME Records (DKIM Failure)
Modern email authentication relies on DKIM (DomainKeys Identified Mail). This is a digital signature that proves the email actually came from your domain. To fix this, you must add specific CNAME records to your DNS (Cloudflare, GoDaddy, etc.) that point back to Shopify.
2. DMARC Misalignment
If you have a DMARC policy set up (even p=none), you are telling inboxes: "Only accept email that aligns with my domain." If you haven't set up the CNAMEs mentioned above, Shopify's emails fail this check. Shopify rewrites the address so it passes DMARC technically—but fails to represent your brand.
The Hidden Cost: Why You Must Fix This Now
- Eroded Trust: Customers hesitate to click tracking links from weird, alphanumeric email addresses.
- Inbox Placement: Gmail and Yahoo view unauthenticated mail with suspicion. If you are sending bulk mail (over 5,000/day) and relying on this rewrite, you are at high risk of being filtered to Spam.
- Outlook Blocking: Microsoft Outlook.com is aggressively rejecting unauthenticated traffic with
5.7.515errors.
Stop Guessing. Get the Roadmap.
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Get Your Fix Plan ($99) →Frequently Asked Questions
Will fixing the "via shopifyemail" rewrite break my order notifications?
- Direct Answer: No, if done correctly. We ensure Shopify is "aligned" via DKIM before you make any restrictive policy changes.
- The Risk: If you publish a strict DMARC record (
p=reject) before fixing the rewrite, your order emails will bounce. - The Fix: Our Fix Plan ($99) verifies alignment first, ensuring zero downtime.
Why did this suddenly start happening?
- Direct Answer: Shopify and inbox providers have tightened their rules. Shopify is now more aggressive about rewriting unauthenticated mail.
- The Context: Enforcement of the 2024-2025 bulk sender rules means "best effort" authentication is no longer accepted.
Does this affect my Klaviyo emails too?
- Direct Answer: Yes. If your Shopify authentication is broken, your Klaviyo authentication is likely also relying on shared domains (e.g.,
via klaviyomail.com). - The Fix: We include a check for Klaviyo "Dedicated Sending Domains" in our diagnostic.