Summary
The new Gmail and Yahoo changes strongly emphasize email authentication, particularly DMARC alignment, for senders using branded domains. For those already following best practices, including correct SPF, DKIM, and DMARC setup, the changes should improve deliverability by filtering out unauthenticated email. However, senders lacking proper authentication or with misconfigured settings risk deliverability issues, such as emails being rejected or marked as spam. Google's requirements apply to senders sending over 5,000 messages a day. Domain owners must actively monitor DMARC reports, maintain a good sender reputation, and ensure all authentication records are correctly configured. A correct setup also involves using the appropriate 'from' domain and also ensuring DMARC is configured if using subdomains.
Key findings
- Improved Deliverability (If Compliant): Senders with proper DMARC, SPF, and DKIM setup can expect improved deliverability.
- Authentication is Non-Negotiable: Gmail and Yahoo now require email authentication using SPF, DKIM, and DMARC.
- Negative Impact (If Not Compliant): Without DMARC alignment, emails may be rejected or sent to the spam folder, harming domain reputation.
- Proactive Monitoring is Crucial: Actively monitor DMARC reports to identify and address any authentication issues and test configuration.
- Subdomains Must Also Comply: If using subdomains for sending, ensure they are also properly authenticated with SPF, DKIM, and DMARC.
Key considerations
- Implement Email Authentication: Ensure SPF, DKIM, and DMARC are correctly configured for your sending domain.
- Monitor DMARC Reports Regularly: Actively track DMARC reports to identify and resolve authentication failures.
- Maintain Sender Reputation: Send engaging, relevant content to maintain a positive sender reputation.
- Review Email Sending Strategy: Re-evaluate your email strategy if you are not yet compliant with the new requirements.
- Consider Authentication Domain: Assuming the authentication domain (DKIM and/or return-path) is the sending domain.
What email marketers say
11 marketer opinions
The new Gmail and Yahoo changes emphasize the importance of email authentication, particularly DMARC alignment, for senders using branded domains. If DMARC, SPF, and DKIM are properly configured, senders are likely to see improved deliverability as the changes help filter out spammers. However, those without proper authentication or with misconfigured settings may face deliverability issues, including emails being rejected or sent to spam. Monitoring DMARC reports, maintaining a good sender reputation, and ensuring all authentication records are correctly set up are crucial for navigating these changes successfully.
Key opinions
- Improved Deliverability: Senders with proper DMARC alignment can expect improved deliverability as the new changes filter out spammers.
- Authentication is Key: Ensuring your domain has proper DMARC, SPF, and DKIM records is crucial.
- Negative Impact Without Alignment: Without DMARC alignment, emails may be rejected or sent to the spam folder.
- Prioritize Email Authentication: The changes force marketers to prioritize email authentication and sender reputation.
- Subdomain Authentication: If using a subdomain, ensure it is also properly authenticated with SPF, DKIM, and DMARC.
Key considerations
- Configuration: Properly configured DMARC, SPF, and DKIM are essential for authenticating your emails.
- Monitoring: Monitor your DMARC reports to identify and fix any authentication issues.
- Sender Reputation: Maintain a good sender reputation by sending relevant and engaging content.
- Record Validation: Check your SPF and DKIM records to ensure they are set up correctly.
- Reputation Impact: If you have DMARC set up incorrectly it may harm your domain reputation in the long run.
Marketer view
Email marketer from GlockApps shares that the changes force marketers to prioritize email authentication and sender reputation. Those already following best practices with DMARC alignment will likely see improved deliverability, while those who haven't may face deliverability challenges.
2 Jun 2022 - GlockApps
Marketer view
Email marketer from SendGrid responds that ensuring your domain has proper DMARC, SPF, and DKIM records is crucial. Monitor your DMARC reports to identify and fix any authentication issues. Maintain a good sender reputation by sending relevant and engaging content.
13 Jun 2022 - SendGrid
What the experts say
3 expert opinions
The expert opinions suggest that if senders are using a branded domain and have implemented proper email authentication including SPF, DKIM, and DMARC, the new Gmail/Yahoo changes will likely have a positive impact by filtering out unauthenticated email and improving deliverability. However, if senders haven't fully authenticated their domain, they may need to re-evaluate their email strategy.
Key opinions
- Positive Impact with Authentication: DMARC alignment in place yields a positive impact due to filtering of unauthenticated emails.
- Branded Domain Advantage: Using a branded domain with proper configuration (DKIM, Return-Path) ensures compliance.
- Strategic Re-evaluation: Lack of full authentication warrants a strategic overhaul to meet new requirements.
Key considerations
- Domain Authentication: Verify that SPF, DKIM, and DMARC are correctly configured.
- Email Strategy: Re-evaluate email strategy if domain authentication isn't properly configured.
Expert view
Expert from Spam Resource explains that with DMARC alignment already in place, the Gmail/Yahoo changes should have a positive impact. They will help filter out unauthenticated email, further protecting brands and improving deliverability for legitimate senders who adhere to best practices.
12 Aug 2023 - Spam Resource
Expert view
Expert from Email Geeks shares that if the user is using signos.com and using email.signos.com for sending purposes like return path and dkim, then they should be fine because it's their brand's domain.
6 Apr 2022 - Email Geeks
What the documentation says
4 technical articles
The documentation from Google, Yahoo, RFC and DMARC.org highlights the necessity of email authentication (SPF, DKIM, and DMARC) for senders, particularly those sending a high volume of emails. DMARC builds upon SPF and DKIM to provide domain-level policies and reporting, enabling domain owners to control how email receivers handle unauthenticated emails. Proper DMARC setup requires prior SPF and DKIM configuration, followed by publishing a DMARC record in the DNS.
Key findings
- Authentication Mandatory: Gmail and Yahoo require senders to authenticate emails using SPF, DKIM, and DMARC.
- DMARC Functionality: DMARC builds on SPF/DKIM to add domain-level policy and reporting.
- DNS Record Required: DMARC setup involves publishing a DMARC record in the DNS.
- Volume Threshold: Google's requirements apply to senders sending over 5,000 messages a day.
Key considerations
- Prior Setup: SPF and DKIM must be set up before configuring DMARC.
- Policy Control: Domain owners can specify how receivers handle unauthenticated emails.
Technical article
Documentation from Yahoo Mail shares that they require senders to authenticate their emails using SPF, DKIM, and DMARC. This helps ensure that the email is actually coming from the domain it claims to be from, and not a malicious actor.
12 Sep 2023 - Yahoo Mail
Technical article
Documentation from RFC explains that DMARC (Domain-based Message Authentication, Reporting & Conformance) builds on SPF and DKIM to add domain-level policy, reporting, and message authentication. It allows domain owners to specify how email receivers should handle unauthenticated emails from their domains.
27 Mar 2023 - RFC
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