Yahoo Changes and Your Email deliverability

Posted on Apr 16, 2014 1:49:00 PM by Kristen Goecke

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In the last couple of weeks, Yahoo made some changes to their authentication policy that might affect the deliverability of the emails you send.  You only need to worry about this if you send email from a third party provider such as Amilia using a yahoo address as the From address.   In other words, if you send email from anywhere other than your yahoo account using your yahoo email address as the From address, there is an increased chance your emails will automatically go into the spam folder or bounce.

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Yahoo changed their DMARC or Domain-based Message Authentication,  Reporting and Conformance, so emails claiming to come from a Yahoo user but do not originate from Yahoo servers are rejected by all other email services like Gmail, AOL, and Hotmail.  This change in authentication is designed to combat spoofing and phishing attacks and according to Yahoo it is working. The down side is, many legitimate emails sent on behalf Yahoo Mail customers by third parties are also being rejected. 

What can you do?  If you use a yahoo as your From address check your reports.  Do you notice a recent dip in opens and clicks? If so you need change the From address for future emails sends.  We have alwaysrecommended that you send mail from your own domain as opposed to using a personal web email provider.  For example use registration@yourorganization.com instead of yourorganization@yahoo.com.  It’s easy to set up, you can forward all responses wherever email client  you prefer to read them in and you don’t have to worry about your mail being rejected because of DMARC authentication.  If this is not possible, you can still use Gmail and Hotmail addresses.  However, it’s only a matter of time before they too make the same DMARC change as it is currently the only way to counter these types of spoofing and phishing attacks. 

Changing your From address might have a temporary effect on your sending reputation; however, if you send good emails to engaged clients your reputation will quickly improve.  That-being-said, if you are changing your From address from a Yahoo address to your own domain because your email is not being delivered, your deliverability will surely improve.

Email is an important tool to communicate with your clients and for marketing purposes but it is worthless if your emails don’t get in the inbox.  Good sending practices and list cleansing can ensure your email is delivered to the inbox.  If you have any questions on how to change your From address, please consult Amilia Support  or contact us at support@amilia.com.  If you are not an Amilia client and want to learn more about Amilia’s communication tools and how else we can benefit your organization, download our features guide.

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