Earlier this month, Yahoo changed what’s called a DMARC record in an attempt to limit spoofing of Yahoo email addresses.
The bottom line was that small businesses and bloggers who used their own yahoo email addresses saw undeliverable rates skyrocket.
We at FeedBlitz quickly built a workaround to enable our publisher’s email to be delivered successfully again.
AOL has followed suit, it seems, on the DMARC policy front. If you now send an email using your AOL account via a third party service, that email will be bounced by AOL, Yahoo, Gmail and other major ISPs until you change the email address used to send your newsletters and other bulk emails.
FeedBlitz customers don’t have to worry; we already changed our mailing engine to substitute our sending address as of yesterday evening to ensure continued deliverability, just like we did with the Yahoo policy change. We’ll be contacting the few publishers affected shortly.
The trend, however, is clear.
We expect all major consumer email providers to start blocking spoofed mail in very short order via their DMARC policies.
This does NOT mean, as I’ve read elsewhere written by people who should know better, that you need to abandon your personal email account. That’s ridiculous and unnecessary.
What you SHOULD do, for newsletters and other mailings not sent via your personal email provider, is this:
- Say your blog or small business is hosted at Example.com.
- Set up an email address on that domain if you haven’t already done that, say firstname.lastname@example.org
- Configure that address in your site’s hosting control panel to forward to your usual personal email address at Yahoo, Gmail, AOL or wherever.
- Configure your emails in FeedBlitz or other third party email service provider (ESP) to use the address from (2) as the “From” address in your mailings (in FeedBlitz it’s in your mailing list’s dashboard, click the “Settings” button).
- Optional, but best practice: Set up an SPF record for your domain.
When you’re done, emails willl appear to come from your brand (that’s a Good Thing!), and will therefore get to Yahoo, AOL and Gmail just fine, and you’ll get replies just fine too.
So you should do this to both reinforce your brand and to protect your deliverability.
P.S. You should do this even if you’re on Gmail, Hotmail, etc. We expect that they will change their DMARC policies soon too, so get ahead of the curve!