How brands handle email authentication shifts

The Irish Daily Mail reported on July 12 that the National Treasury Management Agency (NTMA) fell victim to a sophisticated, multi-layered phishing attack, resulting in a loss of up to €5 million (Craig Hughes, Irish Daily Mail, July 12). However the ntma.ie domain remains vulnerable to similar exploits. There are three essential protocols to prevent bad actors from impersonating your brand or corp email: 1 SPF (Sender Policy Framework) 2 DKIM (DomainKeys Identified Mail) 3 DMARC (Domain-based Message Authentication, Reporting & Conformance) For those outside the emailgeek space: these are domain records that help block impersonators. They usually take no more than 5 minutes to set up; Gmail, Yahoo, and Microsoft now require them anyway. I see issues with each on ntma.ie but the DMARC record needs immediate attention. For ntma.ie, though a DMARC record exists, its policy is set to "p=none" but they do have reporting enabled. This means: Check the email, report failures, but let everything through anyway, including a spoofed email. You might ask, why is "none" there at all? The p=none DMARC policy is often used to monitor email authentication without affecting delivery; but if left too long, it offers no real protection and leaves the domain open to spoofing. The solution is straightforward: Update the policy to "p=quarantine" (move suspicious emails to spam) or "p=reject" (block them outright). This change can be implemented in just 5 minutes and would immediately start mitigating impersonation attacks. Every public organization should audit their email security protocols today. Start with your DMARC policy: Is it actively protecting you, or just passively observing threats? If you need guidance or a quick check, feel free to connect or message me, I'll check it for free. PS: Want to check your own domain quickly? Follow these three simple steps. 1 Send an email from your actual sending system (Salesforce, Sensorpro, Mailchimp, or your company email) to a Gmail address. 2 Open it in the Gmail desktop app, click the three vertical dots (top right) and select "<> Show original." 3 If SPF, DKIM, and DMARC are properly configured, you'll see "PASS" for each. If any are marked FAIL or missing, that's a concern.

Starting from February 1st, Gmail and Yahoo are making some big changes to their policy. But the no.1 requirement is one too technical for most marketers: “Authenticate outgoing emails setting up SPF, DKIM, and DMARC” Here’s what all those terms means, and what you need to do to make sure your emails continue to reach your users: What email clients want is for a way to check the “authenticity” of your emails. So they ask you to set up these authentication techniques: 1. SPF allows a domain to specify which IP addresses can send that mail. It’s like specifying which ‘postman’ is allowed to deliver the mail. 2. DKIM is like a digital signature. Imagine a seal on the envelope telling you its contents were not altered. 3. DMARC is a policy that decides what to do with the mail if both SPF and DKIM fail. *** How can you check if your email is authenticated as a sender?  1. Open an email in your desktop  2. Click the three dots on top right  3. Click “Show original”  4. Should show PASS for SPF/DKIM/DMARC *** Besides having these in place, here are some other recommendations in the recent updates by Gmail & Yahoo: 1. DMARC policy of p=none is enough for now. DMARC policies can be of different types. In ‘p=none’, you don’t take any action against emails that have failing SPF/DKIM. But you receive reports to keep an eye. But if your brand has already seen phishing emails being sent in your name, it’s better to switch to p=reject/quarantine.  2. Separate email types by IP or DKIM domain I.e., don’t send marketing emails and transactional emails from the same source. It ensures that any negative response to a marketing campaign doesn’t also lead to your important transactional emails to land in spam. *** None of these requirements are new. They were just more often called ‘best practices.’ If you need any other questions about these changes, ask away in the comments below

📢 Important Update for Email Marketers - Google’s New Email Sending Standards 📧🔒 In the world of email marketing, change is constant, and it's essential to adapt to evolving standards. Google, a major player in the email ecosystem, has recently made significant updates that directly impact how eCommerce brands conduct their email marketing campaigns. Let's break it down: 📬 The Old Way: Previously, email marketers had more flexibility, often sending emails through their Email Service Provider's (ESP) server, borrowing the domain's reputation. Some even used personal Gmail accounts for this purpose. But times have changed! 🔐 Google's New Requirement: Google now demands that you prove you're a reputable sender. To achieve this, you'll need three key components: 1️⃣ SPF & DKIM Records: These records authenticate your domain and confirm that emails originate from a legitimate source. 2️⃣ A DMARC Record: DMARC protects your domain from phishing and spoofing, enhancing email security. 3️⃣ A Branded Sending Domain: In the past, emails might have come from your address but used an ESP's server. Now, you need your private domain. It's like moving from sharing a car with your friends, all of whom have different levels of care when driving, to having your own car that you bear the sole responsibility for. ✅ Here's the Breakdown: SPF and DKIM Authentication: These are the building blocks, ensuring your emails are recognized as genuine. DMARC Policy Implementation: While not mandatory for immediate enforcement, it's highly recommended. It's Gmail's way of understanding DMARC's complexity, and full enforcement offers the best protection against domain spoofing. Alignment of Sending Domain: The domain in your 'From' header must match either the SPF or DKIM domain. Consistency is key for reliable identity verification. Valid DNS Records: Maintain correct forward and reverse DNS (PTR) records for traceability and legitimacy. One-Click Unsubscribe: Make it easy for recipients to opt out of subscription-based emails. It enhances user experience and aligns with Gmail's requirements. Maintaining Low Spam Rates: Keep spam rates below 0.3%. This metric directly reflects your reputation and email practices' effectiveness. The world of email marketing is becoming more regulated, and it's our responsibility to meet these new standards to continue reaching our customers effectively. Adapting to these changes may seem daunting, but they ultimately lead to a safer and more trustworthy email environment for everyone involved. Embrace the transition and ensure your brand remains a reputable sender in the eyes of Gmail! #EmailMarketing #EmailSecurity #DMARC #SPF #DKIM #Google #DigitalMarketing #eCommerce #BrandReputation Feel free to share your thoughts or experiences in the comments below!

"Email Doomsday"? Not around here. Just been busy helping clients align with Google & Yahoo's new email deliverability rules! It's been 4 weeks since Google and Yahoo shook things up with their new requirements for bulk email senders. In the midst of it all, I’ve been working with clients to navigate these changes and ensure their #emailmarketing strategies remain on point and effective. This compliance checklist will help you stay on point and effective, too: 🧠Understanding is Key: Understand the nuances of Google and Yahoo's updates as a starting block. Knowledge empowers adaptation. ✅Prioritize Email Authentication: Ensure all outgoing emails are properly authenticated using SPF, DKIM, and DMARC protocols. This isn't just about avoiding the spam folder; it's about building trust with recipients. 🛠️Leverage ZeroBounce's DMARC Management Platform: It provides tools for email authentication and the peace of mind that we're compliant. ZeroBounce provided me with free credits to explore how the solution could help my clients. Real-time notifications on our domain's authentication status have allowed us to quickly adjust as needed. The feedback from my clients? Overwhelmingly positive. 😊 They’re breathing easier and their emails are hitting inboxes like never before. We've turned what felt like a curveball into a home run. This process has highlighted a critical lesson: Stay alert and ready to adapt. Email rules might change, but our readiness? Never. Want to stay ready? Check out the link to learn more about ZeroBounce DMARC Management Platform: https://fas.st/t/bSxxim64 How are you handling the Google and Yahoo email authentication updates?

Your brand’s emails might be getting flagged as malicious And it’s costing you big time Most brands don’t bother to authenticate their emails ↳ I’m talking about setting up your DKIMs, DMARC, & SPF When you skip this step, you risk: - Brand reputation damage from potential impersonators - More spam filtering, less deliverability - Being vulnerable to cyberattacks - Falling short on compliance - Getting blacklisted All of this will tank your email marketing and cost you serious cash Here’s how to fix it: - Set up DKIM, DMARC, & SPF protocols for your domain - Use authentication tools to verify if setup is done right - Monitor authentication reports over time Don’t send a single email until you’ve got this sorted It’s how you build trust, boost deliverability, and stop leaving money on the table