Alert: How a Change In the Yahoo! DMARC Policy Affects You

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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.

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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.

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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.

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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.

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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.

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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.

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Stay tuned

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.

  • KatarzynaPietka

    Hi Darren, you’re welcome 🙂 That’s true – using your own domain might be beneficial in a number of situations. But some of our customers chose to use a Yahoo! email address and our goal is to make sure their email campaigns are safe, no matter what policy update comes up.

  • KatarzynaPietka

    Hi Harley, the from address is the one where replies fall into, e.g. your account email address or any other you add. Please find out more about from fields here: http://support.getresponse.com/videos/add-from-field

  • Alex

    Hi, Yes, i Receive this ERROR: “ISPDomainBlocked”

  • Sara-Ruth Wolkiewicz

    Yes, you can use gmail.

  • Barbara

    Not any more. Gmail has now adopted the same policy.

  • khanzee

    can i use hotmail in “from” section

  • Michal Leszczynski

    It is possible to use it in the “from address” but you’d better avoid it. Using freemail domain in general is frowned upon, it looks like unwanted communication, and users will treat it as such.

    Using your own company domain will help you build trust with your audience and higher deliverability, too!

  • Since this blog post was written, GetResponse now actually blocks new “From” addresses at freemail domains that have DMARC policies to “reject” mail not originating from their own servers (like Yahoo, AOL, mail.ru, etc.). Using these domains to send through any ESP would cause the mail to bounce.

    At this moment, Hotmail has a DMARC policy of “none” for mail not originating from their servers. That means messages using a Hotmail “From” address aren’t going to be immediately rejected because of their DMARC policy, but that’s not the end of the story.

    We also know that using a freemail domain in the “From” address looks like spam to most recipients. This means you’re going to see much harsher spam filtering on your messages when using a Hotmail address, resulting in lower opens and clicks. Our ultimate goal is to maximize the deliverability of your messages, so whenever possible, we encourage people to use a custom “From” domain instead of a freemail domain.

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