Popular mailbox providers, Google and Yahoo, pioneering the safe email movement, recently put forth new email authentication mandates for email senders. The latest requirements are not only aimed at providing their users with a spam-free inbox but also significantly reducing the risks of direct domain spoofing and email phishing attacks. Email-based cyberattacks have been relentlessly plaguing inboxes, despite various controls enforced by mailbox providers due to the ever-evolving and sophisticated nature of the attacks. Cybercriminals are often successful at bypassing spam filters and creeping their way into the user’s inbox, often impersonating legitimate organizations and individuals. This not only poses an imminent threat to the recipient of these malicious emails but also causes serious damage to the reputation and credibility of the impersonated company. Your Checklist for the New Google and Yahoo Email Sender Requirements Starting early next year (2024), bulk message senders would be expected to adhere to the following requirements: Gmail and Yahoo Email Senders Need to Authenticate Their Emails Message senders often send emails that are not authenticated making it very easy for attackers to impersonate their brand or alter their messages in transit. The renowned mailbox providers recognize that validating email sources is a crucial aspect of email security that will restrict unauthorized messages from reaching their users, and subsequently scamming them. Google and Yahoo have announced the need for bulk senders to authenticate messages using standard email authentication protocols like SPF, DKIM, and . DMARC These industry-acclaimed best practices go a long way in distinguishing between genuine messages and fake ones by verifying the message’s source and content. Businesses are often impersonated in phishing campaigns, wherein their legitimate domain name is forged to send emails on their behalf. These attackers use social engineering to launch highly targeted attacks that have a high success rate. Email authentication, along with other security measures have been proven to be effective strategies in reducing and mitigating a wide range of email-based threats. Emails Should be Easy to Unsubscribe In their latest requirements, Google and Yahoo have stressed the importance of making emails easy to unsubscribe, preferably with a one-click unsubscribe option for recipients. This ensures their users only read emails that they are interested in and filters out those that may be considered spam or unnecessary. While email senders are free to send bulk messages for commercial purposes, an unsubscribe button gives recipients the ability to choose which emails they want to keep receiving and which they don’t. The primary purpose of this stance is to ensure an optimal emailing experience for Gmail and Yahoo users, encouraging them to keep their inboxes spam-free and decluttered. A clean and organized inbox with emails that add value to the users, promotes an active commitment toward customer satisfaction. Emails Should Be Interesting to Receivers Finally, with regard to the last requirement, senders should consider their recipient’s interests while curating the emails they want to send. A two-way approach towards spam reduction wherein on one hand, the recipient is able to easily unsubscribe from your emails, while you curate emails that may actually be of value to your readers - together work in unison to provide an enhanced communication experience that is also effective and beneficial to both parties. The Need for Email Authentication Enforcement: Why Now? Spam is an inbox villain that everyone wants to get rid of. While spam may cause some discomfort and inconvenience, phishing emails are not so merciful. These malicious emails often creep into mailboxes in the garb of a genuine company and spread malware, ransomware or initiate wire transfers. They inflict financial harm upon the victims, while also causing reputational damage to organizations without their knowledge. This is why email authentication is truly the need of the hour with major email service providers extending their support and encouraging adoption with immediate effect. Email Authentication is also taking precedence in other sectors, as the PCI Security Standards Council recently announced DMARC as a mandate for version 4 compliance. To comply, organizations must implement a of at least p=quarantine/reject. DMARC policy While it is a future-dated requirement, organizations are expected to adhere to these latest requirements by March 2025. Get Ready for the Upcoming Google & Yahoo Email Policy Changes - Summary of Requirements To summarize Google and Yahoo’s upcoming email sender requirements, here is a quick checklist that you can refer to: Authenticate your emails against SPF, DKIM, and DMARC Add one-click unsubscription to your emails Send emails that interest your recipients When Does Enforcement Begin? As mentioned by Google and Yahoo, enforcement is projected to begin in February 2024. The Google and Yahoo email policy changes will apply to bulk message senders sending messages to Gmail and/or Yahoo users. You will qualify to fall under the “bulk message sender” category if you send out more than 5000 emails per day. This is a common practice for organizations that frequently send out sales or marketing emails, and the new requirements are aimed at restricting these organizations from spamming the inboxes of recipients with unwanted messages while also protecting them from phishing attacks. Configuring DMARC to Meet Google & Yahoo’s Compliance Mandates From the top level, configuring DMARC and email authentication for your emails may seem like a cakewalk as it simply requires you to publish a DNS TXT record. However, that is just the tip of the iceberg. Technical protocols such as these require granular knowledge of technologies and are easy to get wrong - leading to configuration, syntactical, or other errors. This is why leading organizations fall back on PowerDMARC’s and email authentication services, for an effortless and hassle-free experience. hosted DMARC PowerDMARC Helps You: Meet faster, with automated record generation and setup Google and Yahoo’s email security requirements Monitor and optimize your configurations on a centralized dashboard. Make a smooth transition from DMARC monitoring to enforcement and protect your emails and domain name against spoofing attacks - without compromising on deliverability. Examine detailed insights on your email’s behavior and domain activity with the help of simplified reports, to troubleshoot errors. Mitigate SPF errors 10x more effectively with . SPF Macros Get round-the-clock dedicated assistance from an experienced domain and email security expert. PowerDMARC has helped thousands of customers meet compliance requirements for Google and Yahoo. Complete your checklist before 2024 - sign up for our today! DMARC analyzer

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