Back in 2015 on October 20th, Google made an important announcement on changes to their DMARC policy. These changes will take effect this year in June and there are some important things we wanted you to know.
If you are using free domains like @gmail.com to send your campaigns, it will affect you.
DMARC stands for Domain-based Message Authentication, Reporting & Conformance. It allows domains to instruct mail servers to reject messages using that domain in the From address, if the message did not originate from that domain’s own mail server.
To make it simple and clear, Gmail will soon tell everyone not to accept email messages with @gmail.com addresses if they didn’t originate from Google’s own servers. The full announcement can be found here.
While this may seem as a shock to someone new in email marketing, in fact, Google is not the first company to introduce such policy. In April of 2014, Yahoo was the first major service provider to implement it. This significantly reduced the number of spoof attacks for Yahoo and there wasn’t much surprise when AOL followed in Yahoo’s footsteps soon after.
Unlike the other service providers who issued no warning about DMARC policy changes, Google announced a timeline for when these changes will be implemented. The target date for Google’s move to p=reject is June of 2016.
We have been writing before on the importance of using your own registered sender domain for sending out the campaigns. If for some reason, you are still not using your own domain, it’s a good idea to change the sender domain now. From June of 2016, all campaigns sent from @gmail.com will not be delivered.
Here’s what you need to check:
It’s not exactly sure which day in June Google will take this policy into effect, but we recommend to make these changes until June 1st, 2016. After that, it’s just a matter of time when all smaller free domain providers switch to such policy.
If you have any questions, please send them to our lovely support team at firstname.lastname@example.org.