How To Navigate The Recent Google and Yahoo Email Updates

Have you seen the email update that took place on February 1?

Yikes.

As of February 1st, Google and Yahoo, two of the most influential players in the email domain (that so many of us use for our email campaigns) have implemented new regulations for high-volume email senders. These regulations, aimed at enhancing user experience and curbing spam, are essential for anyone sending 5,000 or more messages a day, particularly newsletters and marketing campaigns.

That sounds like a lot. 

Well. 

It is and it isn’t all at the same time—with a few easy steps you can update your email according to the new requirements. Let’s unpack these rules and understand what they mean and what updates you’ll need to make to stay compliant (and make sure your emails are getting where they need to go).

Authentication lies at the heart of the first rule set forth by Google and Yahoo. To bolster inbox security and ensure that legitimate emails reach their intended recipients, senders must authenticate their emails through SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) records in their DNS.

SPF verifies that the sender’s email address is valid and authorized to send emails on behalf of the domain. DKIM adds a digital signature to each email, allowing recipients to verify its authenticity. DMARC builds upon SPF and DKIM, providing additional policies and reporting mechanisms to prevent email spoofing and phishing attacks.

Another way of putting this that’s easier to understand? 

By requiring authentication, Google and Yahoo are trying to weed out illegitimate senders and protect users from malicious emails. Spam emails are a giant problem in the world of email marketing. By adding these extra levels of security—these new updates also ensure that genuine emails have a higher chance of bypassing spam filters and reaching the inbox.

Before we can fix it, let’s address what those terms mean. What is SPF? DKIM? DMARC?

• SPF (Sender Policy Framework): SPF is an email validation system designed to detect and prevent email spoofing. It allows domain owners to specify which IP addresses are authorized to send emails on behalf of their domain. When an email is received, the recipient’s email server checks the SPF record in the sender’s DNS to verify if the sending server is authorized. If the check fails, the email may be marked as spam or rejected altogether.
• DKIM (DomainKeys Identified Mail): DKIM is another email authentication method that adds a digital signature to outgoing emails. This signature is generated using a private key unique to the sending domain and is stored as a public key in the domain’s DNS records. When an email is received, the recipient’s server can verify the DKIM signature by retrieving the public key from the sender’s DNS records. If the signature is valid, it provides assurance that the email was not altered in transit and originated from an authorized source.
• DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC builds upon SPF and DKIM to provide domain owners with greater control over email authentication and delivery. It enables domain owners to specify policies for how emails failing authentication checks should be handled, such as being quarantined or rejected. DMARC also allows domain owners to receive reports on email authentication activity, helping them identify and address potential issues.

Now that we understand the importance of the update and what the terms mean? What are next steps? Let’s walk through how to update your domain’s DNS records:
Access Your DNS Provider: Log in to your domain registrar or DNS hosting provider’s dashboard. This is where you’ll make changes to your DNS records.

1. Update SPF Record: Locate the section for managing DNS records and find the SPF record (usually a TXT record). If you don’t have an existing SPF record, create a new TXT record.
2. Configure DKIM: To set up DKIM, you’ll need to generate a public-private key pair. Most email service providers offer instructions for generating DKIM keys. Once you have the keys, add a new TXT record to your DNS with the DKIM public key.
3. Publish Changes: Once you’ve updated your SPF, DKIM, and DMARC records, save the changes in your DNS provider’s dashboard. It may take some time for the changes to propagate across the internet, so be patient.

It’s a lot. But making these changes will help make sure your email gets where it is supposed to go. There are companies that can help you make these changes, as well as instructions from your email provider. Most email providers are offering detailed tutorials to help with the change. With a few quick changes and some attention to detail your email will be on it’s way to building your brand and your business.