Hotmail, Google and Yahoo plan to implement new email authentication standards in February 2024 in an effort to improve email security and decrease spam and phishing. In order to ensure that emails are authentic and not spoofs, these standards—which are in line with DMARC (Domain-based Message Authentication, Reporting, and Conformance)—will enforce more stringent sender domain verification. The objective of this endeavour is to safeguard users against malevolent actions and enhance the general credibility of electronic mail correspondence.

Effect on Users of Bulk Email Services (like MailChimp and Constant Contact):

It will affect users of bulk email services like Constant Contact and MailChimp. These platforms will need to adjust to the new rules because these services frequently send emails on behalf of companies. For example, Constant Contact has declared that it will automatically change the sender’s email address to comply with the new rules if a user fails to update their DNS records to match the standard.

From Constant Contact, as an example

“After February 1, your “From” address will change to [email protected] if you do not own your own domain OR if you are unable to update the DNS records for the domain you use. You won’t need to make any changes because this will be handled automatically.”

Why this is insufficient of a solution:

There may be dangers when recipients get emails from altered addresses, like [email protected] rather than [email protected]. The communication may lose credibility if certain receivers perceive the updated address as strange or suspicious. Deliverability and open rates are impacted since they are more likely to be removed or reported as SPAM.

How Can Users Comply with the Standards?

Agencies should collaborate with their email provider or IT department to change DNS records in order to ensure compliance with the new email authentication standards. The language that has to be included to your DMARC and SPF Records should be provided by your bulk email provider.

Repercussions for Non-Compliance:

Emails that don’t follow the new guidelines risk being tagged as spam or never getting delivered at all. This may have a big impact on how firms communicate with their customers. In order to guarantee a seamless transition and preserve the integrity of email communication, preemptive measures must be taken.

Recall that the two largest email services are Google and Yahoo. About one-third of all emails that are opened each month come from Gmail alone. Due to their broad use, the present email authentication standards have a significant impact even if they only affect these two major market players. In order to keep up with these market leaders, it is also conceivable that other email service providers may implement comparable criteria in the future.