Email Marketing and Free Email Services Warning

By Karen Cioffi

If you’re an email marketer, and you should be, you should be paying attention to what’s going on with the free email services and your subscriber lists.

The first to play havoc on their email customers is Yahoo.

Yahoo recently made a change to its DMARC ((Domain-based Message Authentication, Reporting, and Conformance) Policy, according to iContact.

What does this mean for you?

Well, maybe nothing. But, if you send your subscriber emails through email services, such as iContact, Yahoo is bouncing the majority of them. They’ve bounced about 80% of my last four subscriber emails.


This in itself is a problem, but add to this that there was NO notification, unless you were looking for it, DOUBLE YIKES!

So, email marketers who found out after the fact, like me, had to resend their emails, which means about 20% of my subscribers got duplicate email content for four messages.

My sincere apologies to those who did receive duplicates. Unfortunately, 80% of those subscribing to The Writing World didn’t receive the emails, so I needed to resend them.

iContact notes that Yahoo’s purpose is to prevent suspicious or phishing attacks. So, if your ‘From Address’ is tied to and it’s not sent from one of their IPs, your email will be bounced.

Just the Beginning

As with everything online, there are usually no solitary acts. Yahoo may be the first to implement this anti-spam bounce policy, but be assured that the others will follow.

The Solution

If you are using free email services like Yahoo and Gmail for your email marketing, change your “From Address” to a paid service, use a domain that you control, one that’s connected to your website.

If you’re not sure how to do this, ask your email marketing service for help.

Hope this is helpful,

Karen Cioffi, the Article Writing Doctor
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Content Writing Training for Small Businesses, Solopreneurs, and Health Professionals



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Magdalena Ball said...

Email marketing (or even sending out newsletters) is surprisingly tricky Karen, especially if you've got more than 2,000 subs. I struggled with it when changing from my outdated content management system to a new Wordpress based one until I finally got hold of SendPress which works very well with WordPress. I also needed to add in Mandrill to assist with the sending as my list was pretty large. It's worth taking the time though because your lists are at the heart of your business.

Karen Cioffi said...

Maggie, thanks for the input. The list is definitely worth taking the time to do it right. I use iContact and haven't had a problem until Yahoo changed it's DMARC policy. It was a pretty simple fix once I knew what happened. Now my "from email" is through my website.

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