Yahoo’s big change to their DMARC policy has sparked a remarkable amount of debate among stakeholders in the email and security ecosystems. As is usually the case with these crowds, there’s a lot of religion both in support of and against the change. I’m trying to stay out of it, but I’m not sure I’m succeeding.
So, to take a small detour, I thought it might be interesting (or at least somewhat less exasperating) to advance some sort of answer to a related question I’m hearing from both sides: who in the actual heck would use an address from a free inbox provider as the From: address for their own marketing and newsletter mail? Continue reading
It’s going to be a busy Monday for many ESPs and small senders out there today.
Recently, Yahoo Mail appears to have changed its DMARC policy to “p=reject,” meaning that ESP customers who send using a Yahoo email address in the From: line are going to see a spike in hard bounces. In many cases, that will trigger support calls to their ESP’s deliverability teams.
The change doesn’t affect just mail sent to Yahoo, but to any domains that are participating in DMARC. By making the change, Yahoo is essentially instructing any receiving domain that checks Yahoo’s DMARC policy to reject mail that purports to originate from Yahoo’s domain, but that comes from an IP address belonging to someone else.
On a first take, that might sound like a perfectly reasonable security measure. However, lots of mom and pop shops and other small senders who rely on ESPs for their mail programs are using From: addresses (e.g., firstname.lastname@example.org) that are serviced by a free inbox provider, including Yahoo, Gmail, and Aol. It’s not an optimal way of doing things, but there’s nothing inherently abusive about it, either.
I’m hoping that Yahoo will consider reversing the change – and soon! – as it is very likely to result in the inadvertent rejection of a lot of wanted mail. I’ll keep you posted.
Edit: Here are samples of bounces from different large ISPs that you can use to grep your own MTA logs:
smtp;550 5.2.0 mav01n00T5PRKmP0Fav191 Message rejected due to DMARC. Please see http://postmaster.comcast.net/smtp-error-codes.php#DM000001
smtp;550 5.7.1 Unauthenticated email from yahoo.com is not accepted due to domain's DMARC policy. Please contact administrator of yahoo.com domain if this was a legitimate mail. Please visit http://support.google.com/mail/answer/2451690 to learn about DMARC initiative. 100si2781324qgv.4 - gsmtp
smtp;550 5.7.1 DMARC failure for domain yahoo.com, policy reject
A while back, I worked with a company that publishes a stable of well-established retail catalog brands. At the time, they’d just launched a new catalog to coincide with a holiday.
Unbeknownst to me, they had started mailing offers from the new catalog to recipients who had opted in to mail from one or more of their other catalog brands, with entirely predictable results. Continue reading
I’m a little late with this bit of news, but I hope readers will indulge me nonetheless.
Lots of great things happened at the most recent M3AAWG general meeting in San Francisco last month, particularly for the Senders’ Special Interest Group, which I co-chair with my friend and colleague Tara Natanson of Constant Contact.
For the first time, postmasters from all four of the major free inbox providers shared the stage to take questions on a range of anti-abuse and policy topics. Gmail selected a M3AAWG Senders session as the venue to announce the launch of their feedback loop program (which my team helped to beta test) and header unsubscribe link implementation. We had some outstanding email and data science presentations that drew overflow attendance. All of these are remarkable. Continue reading
Once the initial furor over the appearance of Gmail’s new ads in the Promotions tab died down, the ads themselves seem to die down, too. Until today, I hadn’t seen any of the new, email-like promotions appearing in my accounts for what must be at least two months. They were back this morning, and with a new and interesting change:
The ads now feature a graphical element in the preview pane that wasn’t there before. One of the many complaints from senders and marketers about the ads when they were first introduced is that they too much resembled actual e-mail, and therefore were an attempt to deceive recipients. Indeed, some marketers suggested in semi-private forums that Gmail should be sued for CAN SPAM violations in a class action (never minding that senders have no standing under the law). Continue reading