Gmail DMARC policy update

June 2, 2016

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A couple of months ago, we had posted an article about Gmail’s Red Lock policy, which was mostly around email data security. This time, it is about Gmail’s upcoming DMARC policy, about which you might have heard already. As an ESP, we like to keep you updated with the new changes coming up in the industry, and also brace you for the emerging trends.

Gmail’s new DMARC policy will not affect the day to day email sending for most senders. It will have an impact on the ones who use @gmail.com and not their corporate domain, as their sender email address. Such senders will have to make major changes to avoid serious interruption in email delivery.

Either way, it’s worth understanding exactly what changes are being made and what the implications are for the email ecosystem.
What is Gmail’s DMARC policy all about?

From 1st June, 2016, Gmail has changed its DMARC policy from p=”none” to p=”reject.” This means, any message sent using @gmail.com in the from/sender address, will have to originate from Gmail’s infrastructure only.

This implies, all messages sent from a @gmail.com address outside the Gmail infrastructure (via an email marketing or transactional email platform) will be rejected by recipients’ inboxes and will not be delivered.

 

Is it only about Gmail?

No. Yahoo already has this DMARC policy in place, and since Mar 28, 2016 they have expanded the same to their lower-volume Yahoo international domains below:

y7mail.com yahoo.co.il yahoo.com.pe yahoo.com.vn yahoo.ie yahoo.rs
yahoo.at yahoo.co.kr yahoo.com.ph yahoo.cz yahoo.lt yahoo.se
yahoo.be yahoo.co.th yahoo.com.sg yahoo.dk yahoo.lv yahoo.si
yahoo.bg yahoo.co.za yahoo.com.tr yahoo.ee yahoo.nl yahoo.sk
yahoo.cl yahoo.com.co yahoo.com.tw yahoo.fi yahoo.no yahoogroups.co.kr
yahoo.co.hu yahoo.com.hr yahoo.com.ua yahoo.hr yahoo.pl yahoogroups.com.cn
yahoo.co.id yahoo.com.my yahoo.com.ve yahoo.hu yahoo.pt yahoogroups.com.sg
yahoogroups.com.tw yahoogrupper.dk yahoogruppi.it yahooxtra.co.nz

This means, along with @yahoo.com, any email message using any of the above domains as the ‘from’ address, which is not sent from Yahoo’s infrastructure, is most likely filtered or is blocked completely.

 

Are my emails affected because of this change?

If you have any mail stream that sends emails using @gmail.com in the ‘from’ address, you will have to make changes immediately, because from 1st June 2016 onwards, Gmail stopped allowing the delivery of such emails. There is a big chance of having those messages filtered, or blocked outright by Gmail Anti-spam filters.

If you send emails using your own domain, or any domain that you control, you have nothing to worry about.

There are many applications, portals and social websites which send messages using their users’ email addresses that can be @gmail.com, @yahoo.com etc. If their email address happens to be a @gmail.com or any of the yahoo addresses, those messages will no longer be delivered.

 

What is the solution then?

A good workaround is this: Instead of using users’ @gmail.com email address as the ‘from’ address, use their name in the from/sender name.

A “Sender Name” is when you use a name to appear as the ‘from/sender’ address, instead of the email address.

For instance, sampleuser@gmail.com can be sent as “User’s First Name” <anything@yourdomain.com>

By adopting this alternative, you are not violating Gmail’s DMARC policy, while your recipients still recognize the individual who sent the email.

 

What do our experts say about this trend?
Over last few years, Gmail has been improving its algorithms to improve the way a user peruses an email or a mailbox. Off late, Gmail has begun adopting stricter policies to control spams.

Ideally, a mailbox should not be considered a dump to drop any email – irrespective of the need or use the recipient. Entry in to a mailbox should be completely permission based, such that no one can enter without permission.

For a Mail Service Provider (MSP), it is quite impossible to validate whether the user subscribed for an email or not. Hence, MSP’s are working on complex algorithms to identify the emails that are being read and the engagement rate.

Based on the engagement metrics, the reputation of a sender domain is built and priority/categorization of an email is decided.

While every other sender and ESP is fighting to get the best of the shared or dedicated IP for the delivery of their emails, our research says that:

“Over a period of time, the importance of IP reputation will slowly fade away, and domain reputation will gradually acquire more weightage. In near future, all email anti-spams will start measuring the sender domain reputation to decide what to do with an email.”

All global MSPs are joining hands to achieve the collective goal of cleaning the spam ridden email eco-system. And, we here at Pepipost, are proud to be a part of this global movement. With our unique philosophy and unique pricing model, we strive to provide the best of services will keeping pace with the newest trends in the industry.

Also, for more information on our cloud based e-mail delivery platform, shoot us at support@pepipost.com


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