• by Ray Schultz , Columnist, April 25, 2025

Yahoo has now joined Google and Microsoft in enforcing stricter security standards. And senders have little choice but to comply, MailGenius warns. 

“Authentication, list hygiene, and sender reputation are no longer optional — they’re mandatory,” says Troy Ericson, CEO of MailGenius. “This is a wake-up call for every marketer who thinks they can set and forget their email campaigns.” 

Ericson adds: “Yahoo’s update, combined with Google’s and Microsoft’s enforcement, makes it crystal clear: inbox placement now depends on how well senders follow deliverability best practices — and how often they test for them.”

None of this is optional. According to Mailchimp, Yahoo now requires the following:

• SPF, DKIM, and DMARC Authentication to validate sender identity.
• Low Spam Complaints-- under 0.3%.
• One-Click Unsubscribe in all bulk emails.
• Bounce Management to prevent damage to the sender reputation. 

Who has to be concerned? Firms that send over than 5,000 emails per day. This could include ecommerce brands and newsletter publishers. 

MailGenius is encouraging senders to run a free email deliverability test. (Consider this a mention, not an endorsement). 

“With Yahoo’s algorithm tightening the screws, it’s not just about hitting send — it’s about making sure you’ve done everything to earn your spot in the inbox,” Ericson concludes.