Google and Yahoo’s New Email Authentication Policy for 2024

The prevalence of email-based attacks has necessitated the implementation of robust strategic measures. To mitigate the impact of these attacks and safeguard their digital ecosystem, security teams have been encouraged to employ email authentication protocols. However, it was never a mandatory practice until very recently. On Oct 03, 2023, Google and Yahoo announced that from February 2024, DMARC implementation would be imperative for organizations that send more than 5000 emails per day to continue to do so. 

This strategic move aims to fortify email systems against fraudulent activities, enhance overall cybersecurity, and effectively mitigate the influx of spam emails. Moreover, the deadline set forth by the email service providers underscores the sense of urgency required to tackle malicious attacks and foster a more secure and reliable email environment for their users. 

Want to know more about this policy and how it’d impact your email-sending practices? In this article, we’ll dive into the intricacies of the new email authentication policy

What are the Updates in the New Email Authentication Policy? 

As the digital landscape expands, the tactics employed by cyber adversaries become more sophisticated. Recognizing the pressing need for heightened security protocols, Google and Yahoo have released new policies for their users with an aim to bolster the authentication process and prevent unauthorized access to sensitive information

Here are a few takeaways from the new policy update that you should know: 

Mandatory SPF and DKIM Authentication

Sender Policy Framework (SPF) and Domain Keys Identified Mail (DKIM) are the two primary pillars of email authentication that help users verify the legitimacy of an email and prevent threat actors from executing their nefarious activities. By implementing these protocols, you can mitigate the risk of falling prey to spoofing attacks and establish the authenticity of your domain

Ensuring DMARC Configuration 

When it comes to bolstering your email security and enhancing email deliverability, DMARC has been among the most reliable authentication tools recommended by experts. So far, organizations have been only encouraged to implement DMARC, which has hardly been taken seriously by their security teams. However, with this new policy update, Google and Yahoo have now taken an assertive stance. Even if set at the “p=none,” this push allows the domain owners to gain insights into their email ecosystem.

Passing DMARC Alignment 

The new policy update, laid out by the world’s two major email service providers, emphasizes the necessity for emails to pass DMARC Alignment successfully. This means that the visible “From” address in your email should align with the “From” Header or the DKIM domain. As an integral aspect of the DMARC protocol, it adds to the legitimacy of the sending, thereby reinforcing the receiver’s confidence and trust and creating a reliable email environment. 

Allowing Easy Unsubscribe 

Don’t you hate it when you receive unwanted spam emails in your inbox? In an attempt to streamline and declutter email inboxes, Google and Yahoo have directed commercial senders to facilitate easy unsubscribing for recipients. This involves the inclusion of List-Unsubscribe message headers and a clear, one-click “Unsubscribe” button at the bottom of the email. 

Reducing Spam Rate Threshold

Is your email deliverability facing a hit lately? With the implementation of the new Email Authentication policy by Google and Yahoo, bulk email senders would be now required to keep their spam rate threshold below 0.3%. If a sender exceeds this threshold, it might negatively impact their email infrastructure. By setting a stringent standard, Google and Yahoo aim to enhance the emailing experience of its users and mitigate the impact of spam emails

Who is this Policy For?

The new policy update by Google and Yahoo is primarily aimed at bulk commercial senders. If your daily email volume surpasses 5,000 messages to Google or Yahoo addresses, it’s crucial to follow these guidelines. But if you’re sending fewer than 5,000 emails each day, you can skip the one-click unsubscribe and DMARC requirements and choose either SPF or DKIM. However, given the ever-expanding threat landscape, it is highly recommended that all email marketers adopt and comply with these protocols, regardless of the number of emails you send in a day. 

How Does it Impact Your Organization?

With the rise of email marketing, email authentication can be easily deemed as one of the most comprehensive practices to reduce the risk of spam and enhance deliverability. But let’s face it, ensuring that your emails land in the recipient’s inbox instead of spam is no easy feat! 

This is why proactively adapting to these strategies is crucial for ensuring successful email campaigns while upholding the integrity and legitimacy of your brand. In this vein, it is imperative to understand that these measures are not intended to complicate email marketing; instead, they aim to provide a secure and reliable environment for end-users.

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How Can You Up Your Email Authentication Game in 2024? 

As we navigate the challenges of email-based attacks, it is crucial to have the right resources and know-how to fortify your defenses and prevent email-based attacks from affecting your deliverability. To this end, DMARCReport is your best ally in seamlessly aligning your email infrastructure with the updated norms. Our comprehensive range of email authentication services will not only help you build a sound security posture but also a positive brand reputation

Still have questions about this policy or want to know more about our services? Get in touch with our experts today! 

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