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Recent changes within Yahoo! Mail mean that it’s bouncing email sent from addresses, but not actually originating from Yahoo’s servers. Apart from outlining this issue, we thought it was a good time to revisit a bit of email marketing best practice – and why it isn’t wise to use a webmail address in your sender details.

The story begins late last week, when Yahoo made changes to DMARC, or the specification they use to determine whether incoming email is really from who it says it’s from. In particular, the email’s From, Reply-to address and sending IP address are big factors in determining the authenticity of an email using DMARC, amongst other things.

As a result of these changes, if Yahoo! Mail sees that an incoming message from one of their email domains that hasn’t actually been dispatched from their servers, then it will be bounced, or dropped automatically – and never make it into the inbox. From here on in, people that use a address in their campaign and sender details will likely see a 100% bounce rate from subscribers with addresses – not to mention other providers who follow Yahoo’s example.

While the straightforward advice here is to not use a Yahoo! Mail address in your campaign and sender details, we strongly suggest not using any free webmail addresses. Gmail already flags emails sent from addresses as phishing attempts under similar circumstances, so it likely won’t be long before all “from themselves, but not from themselves” emails are treated with the same scrutiny by other webmail services.

But I’m using a webmail address – what should I do?

The best deliverability advice we can give is to use an email address with a non-webmail domain name. It’s still okay to have this domain forward mail to a webmail address; alternatively, you can use Google Apps to send and manage email from this domain directly. Email authentication can also prevent delivery issues. For detailed recommendations, we highly suggest reading our Guide to Landing in the Inbox.

Finally, while this is isn’t an issue that’s specific to Campaign Monitor, you’re welcome to get in touch with our team if you have any questions regarding email authentication, changing your sender details and the like – we’re always happy to look at your campaigns and provide advice.

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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