How important is authentication

I have a client who wants to send an eshot out today but it's unlikely that we'll be able to get their domain authenticated in time. How important is it that the domain is authenticated? We can use an alternative domain that has been authenticated but that's generic and wouldn't be their brand name and i'm aware that the from address is an important factor in opening rates.

So my question is what's more important, having an authenticated from address so the mail doesn't get blocked as spam or a trusted branded domain as the from address?

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