Yahoo’s DMARC Update: What it Means for You

dmarc, email marketing, marketing, sales

One of the primary concerns of email marketers is avoiding the dreaded spam filter. After all, no one will see your message if it never reaches their inbox!

Email providers are constantly updating their services to provide for their customers, and Yahoo recently announced some important changes that email marketers will definitely want to consider when distributing their email campaigns.

Yahoo recently updated their DMARC authentication policy, and that may affect the deliverability of your emails. If you are using an address as your “from” address when using any non-yahoo mail server it is very likely that you will now experience increased bounce rates and delivery to the spam folder.

No marketer wants that, so how can you avoid it?

What Does DMARC Authentication Mean?

DMARC authentication is an email validation system that lets companies and organizations deter spam and other unwanted emails that are being delivered to their domain. The regulators behind each domain can use the DMARC to change their DNS records to tell mailbox providers if certain emails should be delivered, filtered or sent to the spam folder based on the address in the “from” field. DMARC is widely used by many mailbox providers, including Yahoo, Gmail and Hotmail.

What Changed? 

The major change with Yahoo’s recent update is that the Yahoo servers are now configured to reject emails sent from personal accounts that originate from non-Yahoo servers. This normally affects emails sent from services that will originate from third-party servers.

What’s the Solution? 

If you are currently using an email address as your outgoing email address, it would be a good idea to change it to a email address. The best option is to use a domain that you control, such as your company’s domain. Another option is to use one of the many free domains provided by mailbox hosts like Gmail and Hotmail. Just keep in mind that future DMARC changes may make using these hosts an untenable solution.

It’s also an excellent idea to use an address that you can maintain for a long period of time. This allows you to build your “sender reputation,” which will help you avoid the spam filter even further. You may experience a slightly higher bounce rate when you initially change your address, but it will pay off in the long run.

Maintaining high levels of engagement also helps your emails to avoid the spam filter, so actively maintaining your list to avoid inactive subscribers is key.


No one is really sure why exactly Yahoo decided to adjust their DMARC policy, but the important thing is to learn how to address and avoid any problems that arise from the change.

If you have any further questions about how to avoid the spam filter with Yahoo’s policy change, or email marketing in general, be sure to drop us a line in the comments. If you’d like to learn more about how The Mission Suite can increase your reads and enhance subscriber engagement sign up for a free trial today.

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