How do the new Gmail/Yahoo changes affect sending from a branded domain with DMARC alignment?

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
11Marketer 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.

February 2023 - 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.

July 2021 - SendGrid
Marketer view

Email marketer from Mailjet shares that adhering to the new Gmail and Yahoo Mail requirements, including DMARC alignment, is crucial for maintaining deliverability and avoiding your emails being marked as spam. Properly configured DMARC, SPF, and DKIM are essential for authenticating your emails.

December 2021 - Mailjet
Marketer view

Email marketer from StackOverflow shares that you should monitor DMARC reports and act on any failures. Check your SPF and DKIM records, ensure they are set up correctly, and address any sources sending email without proper authentication.

June 2022 - StackOverflow
Marketer view

Marketer from Email Geeks explains that using your branded domain, and following other requirements, means you should be fine with the new Gmail/Yahoo changes.

February 2024 - Email Geeks
Marketer view

Email marketer from ZeroBounce shares that without DMARC alignment, your emails may be rejected or sent to the spam folder. Brands need to ensure they are following authentication best practices and monitoring their deliverability to avoid negative impacts from the new requirements.

January 2023 - ZeroBounce
Marketer view

Email marketer from EmailGeeks responds that if you do not have DMARC set up, your emails may be blocked. If you have it set up incorrectly it may harm your domain reputation in the long run, so ensure you test it.

July 2024 - EmailGeeks
Marketer view

Email marketer from SparkPost shares that with proper DMARC alignment, senders using branded domains should see improved deliverability as the new requirements help filter out spammers and malicious actors. However, incorrect configuration can lead to deliverability issues.

July 2024 - SparkPost
Marketer view

Email marketer from Reddit responds that using a subdomain for marketing emails can help protect your main domain's reputation. However, ensure the subdomain is also properly authenticated with SPF, DKIM, and DMARC to comply with the new requirements.

November 2024 - Reddit
Marketer view

Email marketer from Litmus explains that DMARC, if properly implemented, ensures that only legitimate emails are delivered, protecting your brand's reputation and improving deliverability rates. DMARC alignment is a critical factor in meeting new Gmail and Yahoo requirements.

November 2024 - Litmus
Marketer view

Marketer from Email Geeks explains that assuming the authentication domain (DKIM and/or return-path) is the sending domain, then the user should be fine. However, if only the From domain is used but the DKIM and return-path domains are different, there will be no DMARC alignment, causing issues. As long as there is DMARC alignment and a DMARC policy, the user should be fine, assuming the domain reputation is OK.

September 2022 - Email Geeks

What the experts say
3Expert 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.

July 2024 - 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.

January 2023 - Email Geeks
Expert view

Expert from Word to the Wise shares that If you already have a branded domain that fully authenticates including SPF, DKIM and DMARC then the changes should improve deliverability, however if you don't then it may be time to change your strategy.

December 2021 - Word to the Wise

What the documentation says
4Technical 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.

July 2024 - 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.

August 2024 - RFC
Technical article

Documentation from DMARC.org explains that to setup DMARC, you must have set up SPF and DKIM. Then you can publish a DMARC record in the DNS records for your domain. This record tells email providers how to handle emails that fail SPF and DKIM checks.

December 2022 - DMARC.org
Technical article

Documentation from Google Workspace Updates explains that senders must authenticate their email using SPF or DKIM. Senders must also set up DMARC authentication for their sending domains. This applies to senders sending more than 5,000 messages a day to Gmail accounts.

February 2024 - Google Workspace Updates