What we’re thinking about

Have you heard about the changes to email?

March 5, 2024

What is changing?

Authentication, a form of security, of our emails which will be delivered to Google and Yahoo is no longer a strong recommendation from these organizations, they are now mandating this. You will see a lot of acronyms about how to do this, but the bottom line is – Google and Yahoo are making it harder for the bad guys to pretend to be someone they are not.

If any organization doesn’t meet this mandated authentication, they will no longer be able to send emails and/or the emails will go directly into SPAM.

While this is specific to bulk email sends, 5,000 or more per day, it is likely that these rules will continue to change and become more protective.

Why is it changing?

Some organizations that send email were not meeting the minimum requirements for security which means that bad actors can impersonate these organizations and send phishing emails which can harm the organization and the email recipient.

In short, its to make things safer for email recipients and senders.

What should you be doing about this?

Work with your IT team to make sure  that they are in compliance with these rules. By being in compliance, you shouldn’t notice any difference in email deliverability. A good metric to keep an eye on to see how is going are SPAM rates in email, if  SPAM rates are increasing then continued improvements to compliance Should be made. 

Want to know more? Check out this link:
https://blog.google/products/gmail/gmail-security-authentication-spam-protection/