We wanted to make you aware of a change in global email practices that has been occurring over the past month, how it affects elist delivery, and the steps MemberClicks has taken to maintain deliverability rates.
Three weeks ago several major internet service providers (Yahoo, AOL, Hotmail and Gmail, among others) made a change that materially impacts how elists and other automated messages work across the internet. Specifically, they made a change to their DMARC policy, which helps dictate which messages they will accept and which they will reject. DMARC, which stands for "Domain-based Message Authentication, Reporting & Conformance", is a technical specification created by a group of organizations that want to help reduce the potential for email-based abuse and spam. DMARC standardizes how email receivers perform email authentication using well-known mechanisms.
With the DMARC change stated above, we have had to make a technical change to the “From” address to ensure it represents the actual server from which a message is being sent in order to have our messages accepted by global ISP mail servers.
In sum, this change only impacts the “From” e-mail address. The Name will be the same as it has been (typically the Contact Name of the user sending the message). In addition, we are passing the original sender as the Reply-to, so when one clicks Reply to a message sent from MC, the reply will still be directed back to that individual user’s email address (or to the e-list itself in the case of an e-list message with Reply to Entire List enabled).
It’s important to note that the changes we put in place are to ensure that messages we send will continue being delivered and messages will continue to operate uninterrupted.
Please also note, the changes above do not impact webmail provided by MC.