On October 3rd, both Yahoo! And Google announced they will be tightening up their policies on allowing unauthenticated mail into their systems, a move specifically aimed at reducing spam from bulk senders.
While authenticating your email has grown in importance over the last several years, the changes coming from Yahoo! and Google demonstrate just how important authentication is (and will be) to ensuring the delivery of legitimate emails. Increasingly, mailbox providers like Google, Microsoft and Yahoo! are relying on the visible sending domain’s authentication policies, practices, and reputation to deliver the mail that users want. While Constant Contact has been authenticating our customers’ mail for over 10 years, these recent changes mean a few more steps may be necessary to ensure deliverability. Let’s dig a little deeper to understand why.