Summary
Yahoo and Gmail have increased authentication requirements, especially for senders of bulk email (over 5,000 messages daily to Gmail, starting Feb 2024). While not explicitly mandating a strict DMARC policy (p=quarantine/reject), they essentially require DMARC, along with SPF and DKIM, to ensure deliverability and protect against spoofing and phishing. Proper configuration of these records is crucial. Some prioritize strict DKIM alignment, viewing SPF as less important. Although strict DMARC policies are not universally enforced, DMARC is crucial for meeting authentication standards. Google requires bulk senders authenticate, make unsubscribing easy, and maintain low spam rates. DMARC itself is a technical standard protecting domain owners.
Key findings
- DMARC Essential: DMARC, SPF, and DKIM are essential for bulk email senders to Gmail and Yahoo.
- Bulk Sender Threshold: Gmail requires authentication for senders of 5,000+ messages daily.
- Yahoo Mandates: Yahoo mandates SPF, DKIM, and DMARC to protect against spoofing.
- Alignment Focus: Strict DKIM alignment is sometimes prioritized over SPF.
- Low Spam Rate: Google requires senders maintain a low reported spam rate.
Key considerations
- Implement DMARC: Implement DMARC, SPF, and DKIM records to meet new requirements.
- Monitor Email Volume: Understand your email volume to comply with sender requirements.
- DKIM Alignment Importance: Prioritize proper DKIM alignment for optimal results.
- Easy Unsubscribe: Ensure easy unsubscribe options for Gmail senders.
- Domain Alignment: Consider domain alignment for mail streams
What email marketers say
10 marketer opinions
In 2024, Yahoo and Gmail announced stricter requirements for senders, especially those sending bulk email (over 5,000 messages a day to Gmail). While not explicitly mandating a strict DMARC policy (p=quarantine or p=reject), these platforms essentially require DMARC (along with SPF and DKIM) for senders to ensure deliverability and protect against spam and phishing. Proper configuration of these authentication methods is critical to avoid deliverability issues. DKIM alignment is highlighted as particularly important by some, while others view SPF as less critical. While strict DMARC policies are not yet universally enforced, having DMARC in place is essential for meeting the authentication standards set by Yahoo and Gmail.
Key opinions
- DMARC Requirement: Yahoo and Gmail now effectively require DMARC for bulk senders.
- Authentication Standards: Senders must properly configure SPF, DKIM, and DMARC records.
- Deliverability Impact: Lack of proper authentication can lead to deliverability issues, including emails being filtered as spam or blocked.
- Bulk Sender Focus: The new requirements primarily target bulk senders (over 5,000 emails/day for Gmail).
Key considerations
- DKIM Alignment: Pay close attention to DKIM alignment, as some sources view it as more important than SPF.
- DMARC Policy: While a strict DMARC policy isn't explicitly required, having DMARC in place is essential.
- Email Volume: Understand the volume of email you send, as different requirements may apply based on the number of emails sent per day.
- Staying Updated: Stay informed about the latest authentication requirements from Yahoo and Gmail.
Marketer view
Email marketer from Email Geeks shares that they care more about strict DKIM alignment and SPF is a bit useless anyway.
20 Oct 2024 - Email Geeks
Marketer view
Email marketer from SparkPost explains that Google and Yahoo's announcements mean that DMARC is now a practical requirement. Senders must ensure they have properly configured SPF, DKIM, and DMARC records to avoid deliverability issues.
18 Apr 2025 - SparkPost
What the experts say
1 expert opinions
Yahoo and Gmail are increasing their email authentication requirements, particularly for bulk senders. While a 'reject' or 'quarantine' DMARC policy is not explicitly required, some level of DMARC implementation is essentially necessary to ensure email delivery.
Key opinions
- Increased Requirements: Yahoo and Gmail are increasing authentication requirements for email senders.
- Bulk Sender Focus: The increased requirements are primarily aimed at bulk email senders.
- DMARC Importance: Some level of DMARC implementation is essentially required for email delivery to Yahoo and Gmail.
- Policy Flexibility: A strict 'reject' or 'quarantine' DMARC policy is not explicitly mandated.
Key considerations
- DMARC Implementation: Implement some level of DMARC for improved email delivery.
- Volume Awareness: Understand if you are considered a bulk sender and subject to these requirements.
- Policy Choice: Carefully consider the level of DMARC policy (none, quarantine, reject) that is appropriate for your organization.
Expert view
Expert from Word to the Wise explains that Yahoo and Gmail are increasing requirements for authentication, especially for bulk senders. While they aren't explicitly requiring a 'reject' or 'quarantine' DMARC policy, having some level of DMARC in place is essentially required to ensure delivery.
6 Jul 2021 - Word to the Wise
What the documentation says
3 technical articles
Both Google and Yahoo are implementing stricter authentication requirements for email senders. Google requires senders of 5,000+ messages/day to authenticate, offer easy unsubscribe, and maintain low spam rates (effective Feb 2024). Yahoo mandates SPF, DKIM, and DMARC to prevent spoofing. DMARC itself is a technical specification (RFC) that builds on SPF and DKIM, enabling domain owners to protect against email spoofing.
Key findings
- Google's Requirements: Senders of 5,000+ messages/day to Gmail must authenticate, offer easy unsubscribe, and maintain low spam rates.
- Yahoo's Requirements: Yahoo mandates SPF, DKIM, and DMARC for all senders.
- DMARC Definition: DMARC is a technical specification built on SPF and DKIM to protect against email spoofing.
Key considerations
- Authentication Implementation: Implement SPF, DKIM, and DMARC to comply with Yahoo's requirements and Google's recommendations.
- Volume Threshold: If sending 5,000+ messages/day to Gmail, adhere to Google's authentication, unsubscribe, and spam rate guidelines.
- Spoofing Protection: Utilize DMARC to protect your domain from unauthorized use and email spoofing.
Technical article
Documentation from RFC details that DMARC (Domain-based Message Authentication, Reporting & Conformance) is a technical specification created by a working group. It builds on widely deployed authentication mechanisms, SPF and DKIM, to provide email domain owners with the ability to protect their domain from unauthorized use, commonly known as email spoofing.
25 Dec 2022 - RFC
Technical article
Documentation from Yahoo explains that they are implementing new requirements for senders to authenticate their email using SPF, DKIM, and DMARC. This helps ensure that messages are not spoofed or manipulated.
10 Mar 2022 - Yahoo
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