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Salsa Blog

AOL and Yahoo Mail Update DMARC policy

by Dave Leichtman, VP Services and Support, Salsa

To help protect their users' email addresses from unauthorized use, AOL and Yahoo have changed their DMARC (Domain-based Message Authentication, Reporting & Conformance) policy to “p=reject”. Essentially, this tells mailbox providers to reject AOL mail if it didn’t come from an AOL server, likewise for Yahoo. The result is twofold:

  1. It stops email sent from spoofed accounts. This is great for providing internet security for us all, and we applaud their step in that direction.
  2. It affects bulk email that would have previously been authorized. That is to say, emails being sent by an email service provider using an @aol.com or @yahoo.com email for the “from” address will no longer be delivered.

What does this mean for you?

It means that if you send bulk email from Salsa, you should no longer use @yahoo.com or @aol.com addresses as the "From" on your emails. For most of our clients, this is not an issue. A quick peek at our email history shows us very few organizations use non-branded domains like @aol.com and @yahoo.com for their “From” addresses. But, that’s most, not all.

Typically we see it impacting the following:

  • Small organizations, especially local chapters, who don’t have a domain
  • Mailing lists (listservs)

Bottom line is those domains will reject mail sent on behalf of AOL or Yahoo Mail users to DMARC-compliant domains. So, you have to take action right away.

What should you do?

We recommend that you switch to sending mail from your own domain. If you are a small organization without a domain of your own, this may be easier said than done. Still, while it involves no small amount of hassle on your part, it is necessary if you expect your email to get through. And, switching to another domain like @gmail.com isn’t a viable option because…

Who's next to adopt DMARC policy to reject?

We predict that given the effectiveness of this policy, Hotmail (Outlook), Gmail and other ISPs will adopt this policy in the coming months.

Topics: Marketing