In 2023, Google and Yahoo led the charge to strengthen email authentication standards and ensure safer inboxes for everyone. Recently, Microsoft and Apple officially joined the cause. These four mailbox providers (Google, Yahoo, Microsoft, and Apple) account for approximately 90% of a typical Business-to-Consumer (B2C) email list.
However, there’s one key difference. As of May 5, 2025, Microsoft announced that it will actively begin rejecting mail that doesn’t meet its published requirements for bulk senders.
Email Authentication: The foundation for deliverability
Amazon Simple Email Service (SES) and Valimail are collaborating to provide automated email authentication solutions to all Amazon SES customers, helping them comply with these evolving sender guidelines.
Amazon SES processes over a trillion emails yearly for customers worldwide across various industries, from small startups to large enterprises for their transactional and marketing email workloads, including the emails for Amazon’s retail Prime Day events. This collaboration addresses the growing need for robust email authentication in light of the evolving threat landscape and requirements from mailbox providers. DMARC (Domain-based Message Authentication, Reporting, and Conformance) has become a critical tool for preventing domain spoofing and phishing attacks, which continue to be the entry point for many data breaches and ransomware attacks.
Valimail is the leader in DMARC and email authentication, which has been so since 2015. Our automated DMARC solution is uniquely positioned to help senders navigate this new era of enforcement. Through this collaboration, Amazon SES customers who sign up for Valimail Monitor will have access to our free solution that provides real-time visibility into their DMARC posture and helps them spot problems with SPF, DKIM, DMARC, and alignment before they impact their ability to deliver email.
Amazon SES customers now have streamlined access to:
- Global view of all email traffic being sent on their behalf
- See which domains are passing and failing DMARC, SPF, and DKIM
- Readiness for moving toward full DMARC enforcement safely
“When you combine Amazon SES with Valimail, you gain comprehensive visibility into your email ecosystem while maintaining the robust sending capabilities of SES. The combination enables you to assess your compliance with the latest sender requirements from major providers like Microsoft, Google, and Yahoo. You’ll have clear insights into which of your domains are successfully passing DMARC, SPF, and DKIM authentication checks, and which ones need attention”.
-Amazon SES Blog
Brand protection and customer trust
Ultimately, DMARC enforcement should be the goal for all businesses. With DMARC enforcement, customers can improve security and increase trust:
- Stronger security: Emails failing authentication checks are outright rejected, preventing them from ever reaching your recipients. This reduces the risk of phishing attacks, email spoofing, and other malicious activities that could compromise your organization.
- Brand protection: Customers and partners are less likely to receive fraudulent emails that appear to come from your domain, and that builds trust with your audience.
- Better email deliverability: Although it might seem counterintuitive, moving to p=reject actually improves your email deliverability. Fewer fraudulent emails means fewer messages marked as spam, which can improve your reputation with inbox providers.
For Amazon SES customers looking for more support along their DMARC journey, Valimail offers another solution, Enforce. Enforce accelerates getting companies protection against phishing and spoofing by achieving DMARC enforcement through a powerful blend of automation, simplicity, and expertise. Our customers reach DMARC enforcement at a higher rate and 4x faster than other solutions.
This collaboration between Amazon SES and Valimail represents a significant opportunity for businesses to leverage Amazon SES’s scalability while helping them comply with the latest email authentication standards and taking the first critical step towards brand protection.
