This past weekend, Yahoo made a tiny change that could have a huge (negative) impact on your email marketing. But don’t worry; we’ve got a quick fix that you can implement in a jiffy. Here’s what you need to know.
The change was in the settings of their Domain Name System (DNS) and relates to the Yahoo policy on Domain-based Message Authentication, Reporting & Conformance (DMARC.) Sorry about the jargon.
In plain language
DMARC is an email validation system created mainly for big brands that are often victims of phishing attempts. It enables any company to add a special DNS record to their domain.
This DNS record gives the company control over any email with a “From” address based on the company’s domain but not sent from their server. The record lets them specify whether the email is to be delivered, quarantined or rejected.
The Yahoo change
This past weekend, Yahoo specified that Internet service providers (ISP) should reject all messages that have a “From” address using an @yahoo.com domain — if they weren’t sent from Yahoo! Mail servers.
How this affects your emails
DMARC is a well-respected organization — respected not only by Yahoo but by other top ISPs, such as Hotmail and Gmail. This means major ISPs will look for messages with a “From” address using an @yahoo.com domain, mark them as unwanted email, and block the delivery.
So if you use a Yahoo email address as the “From” address in your emails or autoresponders, you can expect a big increase in the number of rejected emails.
What you should do now
It’s not clear why Yahoo made this move. We are reaching out to them for details, so we can advise you on the best course of action.
But for now, we strongly encourage those who use @yahoo.com in their “From” address to change it to some other email address, at least until the whole situation is sorted out.
We’ll keep you posted. And if you have any questions about changing “From” fields, reach out to our Customer Success Department by phone, email, or live chat.