Starting Feb 1st, 2024, your emails might end up in spam or worse, outright blocked if you don't comply with the new Google and Yahoo Email mandatory email authentication requirements. Recognizing the need for more security, this policy focuses on strengthening email security through stringent measures, with a particular emphasis on DMARC, SPF, and DKIM.
Why the change?
The primary goal of these new requirements is to enable email service providers to identify and block malicious messages and, declutter users’ inboxes effectively. By providing stricter authentication protocols, Google and Yahoo aim to create a more secure environment for users, mitigating the risk of falling victim to phishing attacks and business email compromises (BEC). However, these policies affect email marketers and take a toll on deliverability. But, it is equally important to comply with the measures crucial for addressing vulnerabilities exploited by cyber attackers, ultimately enhancing the overall safety of emails.
How to Comply
Compliance with these new requirements is not just a recommendation, but a necessity. Failure to meet the specified standards could result in emails being sent to the dreaded spam folder as said earlier, or worse, not reaching the intended recipients at all.
Let’s understand SPF, DKIM and DMARC:
SPF (Sender Policy Framework):
- SPF is designed to detect and prevent email spoofing by allowing receiving mail exchangers to verify that the domain's administrators authorize incoming mail from a domain.
DKIM (DomainKeys Identified Mail):
- DKIM is an email authentication method that helps detect email spoofing by allowing the receiver to verify that an email claiming to come from a specific domain is authorized by the domain owner.
DMARC (Domain-based Message Authentication, Reporting, and Conformance):
- DMARC utilizes SPF and DKIM to authenticate emails and provides reporting on unauthenticated emails. It plays a pivotal role in preventing domain spoofing and, when implemented correctly, can significantly improve email deliverability.
To guide organizations through the implementation of these protocols, a helpful resource is available here. This comprehensive setup guide assists organizations in creating DMARC policies, along with policies for SPF and DKIM. Implementing all three policies provides a robust email authentication mechanism, improving brand protection.
But, What Changes for Bulk Senders?
The obligations for bulk senders don't end with adopting these protocols. There are additional responsibilities:
- Authentication of Email: Bulk senders must strongly authenticate their emails using SPF, DKIM and DMARC to comply with the new regulations.
- Easy Unsubscription: Bulk senders are required to enable easy unsubscription options, ensuring that recipients can effortlessly opt out of unwanted emails.
- Maintain low spam reports: Bulk senders need to keep the rate of spam reports in Google Postmaster Tools below 0.1%, emphasizing the importance of delivering only wanted content.
To Verify the Sending Domain, follow the steps in this article: Verifying the Domain
If you’re a bulk sender, act now!
Organizations must take these new requirements seriously. Non-compliance could result in potential impacts on email deliverability and sender reputation.
For more information on how to meet these new standards, refer to the following links:
In conclusion, the upcoming changes set by Google and Yahoo mark a significant step towards a more secure email ecosystem. Adhering to these requirements not only safeguards users but also ensures that legitimate communications reach their intended destinations. As we approach the implementation date, it's time for bulk senders to make these changes and contribute to a safer email communication environment.
