Email deliverability is the lifeblood of digital marketing. For agencies managing multiple client accounts, it’s not just about creative campaigns—it’s about ensuring every email lands in the inbox, not the spam folder.
That’s where SPF (Sender Policy Framework) records come in. They authenticate which servers can send on behalf of a domain, preventing spoofing, phishing, and deliverability issues. But SPF has a hidden catch: the 10 DNS lookup limit, which agencies often exceed when layering multiple providers.
The solution? Automated unlimited SPF management tools like AutoSPF and UniversalSPF by Fraudmarc.
In this detailed comparison, we’ll explore:
- Why unlimited SPF management is critical for digital agencies
- How AutoSPF and UniversalSPF stack up on features, pricing, and scalability
- Real-world scenarios where each tool fits (or falls short)
- Alternative tools to consider
- Our final verdict on which solution agencies should choose
Let’s dive in.
Why SPF Management is a Critical Agency Challenge
Agencies today work with a complex ecosystem of tools—Google Workspace for internal mail, Microsoft 365 for corporate teams, Mailchimp for campaigns, Salesforce for CRM, HubSpot for marketing automation, and countless niche providers.
Each of these services adds DNS lookups to a client’s SPF record. And with SPF’s hard limit of 10 DNS lookups, agencies hit walls quickly.
What happens when SPF breaks?
- Email deliverability tanks – Emails land in spam or bounce entirely.
- Clients lose trust – Campaign performance plummets, and agencies are blamed.
- Security gaps open – SPF misconfigurations make domains vulnerable to spoofing.
- Operations stall – IT teams waste hours manually editing and monitoring DNS records.
For an agency juggling 20, 50, or 100+ client domains, this is unmanageable without automation.
That’s why tools like AutoSPF and UniversalSPF exist—to flatten records, remove the 10-lookup limit, and ensure reliability at scale.
AutoSPF vs UniversalSPF: Quick Comparison
| Feature | AutoSPF | UniversalSPF (Fraudmarc) |
| Unlimited SPF flattening | ✅ Yes | ✅ Yes |
| Multi-domain management | ✅ Built for agencies | ❌ Limited |
| Auto-updates when providers change | ✅ Fully automated | ⚠️ Partial/manual |
| Centralized dashboard | ✅ Yes | ❌ No |
| Pricing model | Flat, agency-friendly | Per-domain (expensive at scale) |
| Best for | Agencies managing 10+ domains | Single companies with 1–2 domains |
In-Depth Look: AutoSPF
1. True Unlimited SPF Flattening
Unlike manual flattening, which breaks when providers change IPs, AutoSPF dynamically manages lookups. Whether a client uses 3 providers or 30, AutoSPF ensures SPF records remain valid and under the 10-lookup threshold.
2. Designed for Agencies
AutoSPF isn’t a repurposed enterprise tool—it’s purpose-built for agencies. That means:
- Onboard dozens of client domains quickly
- Manage everything from one dashboard
- Scale SPF management without scaling IT headcount
3. Automatic Updates from Providers
When providers like Microsoft, Google, or Mailchimp update their SPF ranges (which happens often), AutoSPF automatically syncs changes. No human intervention needed.
4. Compliance Without Headaches
Agencies don’t have to train staff in DNS or SPF mechanics. AutoSPF handles it all, letting teams focus on marketing, not infrastructure.
In-Depth Look: UniversalSPF by Fraudmarc
1. SPF Flattening Basics
UniversalSPF solves the core issue—oversized SPF records. It flattens them down, keeping domains compliant with SPF limits.
2. DNS-First Approach
The tool integrates through DNS records. While effective, this requires more manual oversight, making it better suited for IT teams inside a single organization than for agencies handling many clients.
3. Limited Multi-Domain Management
Agencies will find UniversalSPF cumbersome for managing dozens of clients. Each domain requires its own setup and monitoring.
4. Reporting & Monitoring
Fraudmarc provides compliance validation but lacks the centralized, agency-friendly dashboard AutoSPF offers.
Pricing Breakdown
AutoSPF: Flat, Unlimited Pricing for Agencies
- Manage unlimited domains under one subscription
- No per-domain costs, making it highly predictable
- Designed to scale as your agency grows
UniversalSPF: Per-Domain Costs Add Up
- Works well for 1–2 domains
- Becomes expensive quickly for agencies managing 20+ domains
- Not designed for bulk scaling
👉 Example: An agency with 50 domains might spend 10x more using UniversalSPF compared to AutoSPF.
User Experience: Agency vs Single-Company
- AutoSPF:
- Modern, centralized dashboard
- Built for multi-client workflows
- “Set it and forget it” automation
- UniversalSPF:
- Technical, DNS-heavy interface
- Requires IT staff for oversight
- No bulk management capabilities
Workflow & Integrations
- AutoSPF:
- Works with all major DNS providers (Cloudflare, GoDaddy, AWS Route53, etc.)
- Handles multiple ESPs (Google, Microsoft, Salesforce, Mailchimp, etc.) simultaneously
- Optimized for agency workflows
- UniversalSPF:
- Integrates at the DNS level
- Supports major providers
- Not optimized for multi-domain agencies
Real-World Scenarios
Scenario 1: Digital Marketing Agency with 30 Clients
- Needs SPF compliance across 30+ domains
- Providers: Google, Microsoft, Mailchimp, HubSpot, SendGrid
- Best fit: AutoSPF (unlimited, centralized, automated)
Scenario 2: Mid-Sized SaaS Company with 2 Domains
- Uses Google Workspace + Mailchimp
- Just needs to avoid hitting the SPF limit
- Best fit: UniversalSPF (basic flattening works fine)
Scenario 3: Global PR Agency with 100+ Domains
- Dozens of clients, multiple email providers
- IT team doesn’t have time for daily DNS edits
- Best fit: AutoSPF (flat pricing, bulk management, automation)
Alternatives to Consider
While AutoSPF and UniversalSPF lead in SPF management, agencies may also explore:
- dmarcian – Best for DMARC visibility and enforcement
- Valimail – Enterprise-grade authentication, strong DMARC focus
- OnDMARC – Simple DMARC reporting for SMBs
- SPF Surveyor – Lightweight SPF lookup tool (not a full solution)
Frequently Asked Questions (FAQs)
Q1: Why can’t I just manually flatten SPF records?
Because providers change IPs frequently. A manually flattened record will break in weeks or even days—causing deliverability failures.
Q2: Do agencies really need unlimited SPF?
Yes. Each provider added to a client’s DNS consumes lookups. Agencies managing multiple clients hit the 10-lookup limit almost immediately.
Q3: Can I use AutoSPF and UniversalSPF together?
Not necessary. Both solve the same problem, but AutoSPF is designed for multi-domain agencies, while UniversalSPF suits single companies.
Q4: Does AutoSPF also handle DMARC or DKIM?
AutoSPF is SPF-focused, but it integrates cleanly into DMARC workflows. Agencies often use it alongside DMARC monitoring tools.
Final Verdict: AutoSPF vs UniversalSPF
- Choose AutoSPF if you’re an agency managing multiple domains. It’s unlimited, fully automated, and designed to save hours of IT time while guaranteeing compliance.
- Choose UniversalSPF if you’re a single organization with only 1–2 domains and have the IT capacity to handle manual DNS oversight.
👉 For agencies, the clear winner is AutoSPF. It eliminates SPF headaches at scale, keeps client campaigns safe, and ensures your team spends time on strategy—not DNS.
[Start with AutoSPF today].