{"id":14969,"date":"2024-11-27T00:00:00","date_gmt":"2024-11-27T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/conclusoes-do-estado-da-entregabilidade\/"},"modified":"2026-09-16T01:29:33","modified_gmt":"2026-09-16T01:29:33","slug":"conclusoes-do-estado-da-entregabilidade","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/conclusoes-do-estado-da-entregabilidade\/","title":{"rendered":"Principais conclus\u00f5es do Estado da entregabilidade de e-mail 2025 do Mailgun"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Changes from major mailbox providers thrust the topic of email deliverability best practices into the spotlight over the last year. Our new, interactive report <a href=\"https:\/\/www.mailgun.com\/pt\/state-of-email-deliverability\/chapter\/introducao\/\" target=\"_tabs\" rel=\"noopener noreferrer\">State of email deliverability 2025<\/a> shows there are signs of improvement, but senders still have their work cut out for them.<\/p>\n\n<p class=\"wp-block-paragraph\">Getting emails delivered and staying out of spam is a pretty simple idea. However, making that happen consistently involves everything from understanding technical specifications to human behavior and psychology.<\/p>\n\n<p class=\"wp-block-paragraph\">Let\u2019s explore some key findings from our latest report on the state of deliverability.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-8092\"><p class=\"h5 m-0\" id=\"toc-title-8092\">\u00cdndice<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#top-takeaways-from-our-email-deliverability-survey\">Top takeaways from our email deliverability survey<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#new-bulk-sender-requirements-and-deliverability\">New bulk sender requirements and deliverability<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#good-news-for-the-future-of-email-deliverability\">Good news for the future of email deliverability<\/a><a class=\"scrollme link-body-color\" href=\"#increased-dmarc-adoption\">Increased DMARC adoption<\/a><a class=\"scrollme link-body-color\" href=\"#focus-on-monitoring-spam-complaints\">Focus on monitoring spam complaints<\/a><a class=\"scrollme link-body-color\" href=\"#regular-list-hygiene\">Regular list hygiene<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#email-deliverability-challenges-and-misconceptions\">Email deliverability challenges and misconceptions<\/a><a class=\"scrollme link-body-color\" href=\"#mixing-up-delivery-rate-and-deliverability\">Mixing up delivery rate and deliverability<\/a><a class=\"scrollme link-body-color\" href=\"#shady-list-building-tactics\">Shady list building tactics<\/a><a class=\"scrollme link-body-color\" href=\"#sticking-with-a-pnone-dmarc-policy\">Sticking with a p=none DMARC policy<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#opportunities-to-improve-inbox-placement\">Opportunities to improve inbox placement<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">Top takeaways from our email deliverability survey<\/h2>\n\n<p class=\"wp-block-paragraph\">We surveyed more than 1,100 senders across the globe, giving us insights into what businesses are prioritizing and where they may be falling short.<\/p>\n\n<p class=\"wp-block-paragraph\">Every business wants as many of its messages as possible to reach customers and contacts. Companies rely on the email channel to deliver crucial communications to customers and contacts. So, it was no surprise that <b>78.5% of survey respondents rated the importance of deliverability an 8 out of 10 or higher<\/b>.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Using a scale of 0 &#8211; 10, rate the importance of good email deliverability to your organization            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"column\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"100\" data-chart-color=\"#3089f0\" data-chart-values=\"[&quot;0.3&quot;,&quot;0.6&quot;,&quot;0.4&quot;,&quot;0.7&quot;,&quot;1.5&quot;,&quot;2&quot;,&quot;6.8&quot;,&quot;9.2&quot;,&quot;15.6&quot;,&quot;16.9&quot;,&quot;46&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;0&quot;,&quot;1&quot;,&quot;2&quot;,&quot;3&quot;,&quot;4&quot;,&quot;5&quot;,&quot;6&quot;,&quot;7&quot;,&quot;8&quot;,&quot;9&quot;,&quot;10&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">Of course, simply saying something is important doesn\u2019t always mean your actions match that point of view. While some senders can back up their belief in the importance of deliverability, others are either ignoring or are unaware of how to achieve inbox placement.<\/p>\n\n<p class=\"wp-block-paragraph\">Digging deeper, you\u2019ll find a mix of encouraging and concerning findings throughout <i>State of email deliverability 2025<\/i>. Here are several big-picture statistics in the report \u2013 good news on the left, bad news on the right:<\/p>\n\r\n    \r\n        <div class=\"row hub-data longform-spacings\">\r\n\r\n                            <div class=\"col-6 col-lg-6 my-2\">\r\n                    <div class=\"hub-data-item h-100 p-4 p-md-5 rounded-lg bg-light\" data-theme=\"light\">\r\n                        <div class=\"h3 counter\">60%<\/div>\r\n                        <div class=\"content-body text-body-color\">\r\n                            of senders are regularly conducting emaillist hygiene..                        <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n                            <div class=\"col-6 col-lg-6 my-2\">\r\n                    <div class=\"hub-data-item h-100 p-4 p-md-5 rounded-lg bg-light\" data-theme=\"light\">\r\n                        <div class=\"h3 counter\">70%<\/div>\r\n                        <div class=\"content-body text-body-color\">\r\n                            of senders are not using free services likeGoogle Postmaster Tools to monitorsender reputation.                        <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n                            <div class=\"col-6 col-lg-6 my-2\">\r\n                    <div class=\"hub-data-item h-100 p-4 p-md-5 rounded-lg bg-light\" data-theme=\"light\">\r\n                        <div class=\"h3 counter\">71%<\/div>\r\n                        <div class=\"content-body text-body-color\">\r\n                            of high-volume senders (100k+\/month) useDMARC for email authentication.                        <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n                            <div class=\"col-6 col-lg-6 my-2\">\r\n                    <div class=\"hub-data-item h-100 p-4 p-md-5 rounded-lg bg-light\" data-theme=\"light\">\r\n                        <div class=\"h3 counter\">48%<\/div>\r\n                        <div class=\"content-body text-body-color\">\r\n                            of senders say they struggle to stay out ofspam \u2013 the top deliverability challenge.                        <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n            \r\n        <\/div>\r\n\r\n\n<h2 class=\"wp-block-heading\">New bulk sender requirements and deliverability<\/h2>\n\n<p class=\"wp-block-paragraph\">Towards the end of 2023, Google and Yahoo announced they planned to enforce <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/atualizacoes-caixa-entrada-gmail-yahoo-2024\/\" target=\"_tabs\" rel=\"noopener noreferrer\">new bulk sender requirements<\/a> in the coming year. Even though the updated rules aligned with best practices most should have already been following, plenty of senders were freaking out a little bit.<\/p>\n\n<p class=\"wp-block-paragraph\">That\u2019s understandable. <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/email-cx-principais-conclusoes\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Sinch Mailgun\u2019s consumer research<\/a> found <b>more than 70% of people in the, U.S., UK, France, Germany, and Spain have a Gmail account<\/b>, and Yahoo Mail was the third most popular email client in our survey.<\/p>\n\n<p class=\"wp-block-paragraph\">Gmail and Yahoo email addresses make up a large part of many contact databases. Struggling to reach those inboxes would no doubt have a negative impact. That\u2019s why so many senders paid attention and joined our <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/principais-conclusoes-webinar-gmail-yahoo\/\" target=\"_tabs\" rel=\"noopener noreferrer\">fireside chat with representatives from Google and Yahoo<\/a> to learn more. <\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> <b>New bulk sender requirements focused on these factors:<\/b><\/div><ul class=\"mb-0 mt-3\"><li>Make it easy to opt out with <a href='https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/o-que-e-rfc-8058\/'>one-click unsubscribe using RFC 8058<\/a>.<\/li><li>Keep spam complaints below 0.1% without any spikes reaching a 0.3% threshold.<\/li><li>Authenticate emails with SPF, DKIM, and DMARC with at least p=none.<\/li><\/ul>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">We used our sender survey to find out how email senders responded to the new requirements. Here are several key insights from the full report:<\/p>\n\r\n    \r\n        <div class=\"row hub-data longform-spacings\">\r\n\r\n                            <div class=\"col-6 col-lg-6 my-2\">\r\n                    <div class=\"hub-data-item h-100 p-4 p-md-5 rounded-lg bg-light\" data-theme=\"light\">\r\n                        <div class=\"h3 counter\">63%<\/div>\r\n                        <div class=\"content-body text-body-color\">\r\n                            of senders were familiar with the new requirements from Google and Yahoo.                        <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n                            <div class=\"col-6 col-lg-6 my-2\">\r\n                    <div class=\"hub-data-item h-100 p-4 p-md-5 rounded-lg bg-light\" data-theme=\"light\">\r\n                        <div class=\"h3 counter\">59%<\/div>\r\n                        <div class=\"content-body text-body-color\">\r\n                            of senders who knew about the changes expressed concern over Gmail and Yahoo deliverability.                        <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n                            <div class=\"col-6 col-lg-6 my-2\">\r\n                    <div class=\"hub-data-item h-100 p-4 p-md-5 rounded-lg bg-light\" data-theme=\"light\">\r\n                        <div class=\"h3 counter\">49%<\/div>\r\n                        <div class=\"content-body text-body-color\">\r\n                            made specific changes to their email program to comply with the requirements.                        <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n                            <div class=\"col-6 col-lg-6 my-2\">\r\n                    <div class=\"hub-data-item h-100 p-4 p-md-5 rounded-lg bg-light\" data-theme=\"light\">\r\n                        <div class=\"h3 counter\">80%<\/div>\r\n                        <div class=\"content-body text-body-color\">\r\n                            of senders who made changes updated their email authentication protocols..                        <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n            \r\n        <\/div>\r\n\r\n\n<p class=\"wp-block-paragraph\">In the end, <b>fewer than 25% of respondents noticed any deliverability problems they believed were connected to Gmail and Yahoo\u2019s requirements<\/b>. In fact, most of the senders we surveyed had positive feelings about the impact of the new rules.<\/p>\n\n<p class=\"wp-block-paragraph\">While 14% of senders found the changes complex and confusing, a combined <b>63% said they were either necessary or good for the future of email<\/b>. Just under 7% called them unnecessary.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                As a sender, how do you feel about Gmail and Yahoo&#8217;s updated requirements?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;33.2&quot;,&quot;14&quot;,&quot;6.9&quot;,&quot;12.7&quot;,&quot;2.7&quot;,&quot;30.5&quot;]\" data-chart-colors=\"[&quot;#cee5da&quot;,&quot;#3089f0&quot;,&quot;#eb5454&quot;,&quot;#9ea9b0&quot;,&quot;#dce2e5&quot;,&quot;#80cfbc&quot;]\" data-chart-titles=\"[&quot;They are necessary but a bit of a hassle&quot;,&quot;They are complex and confusing&quot;,&quot;They are strict and unnecessary&quot;,&quot;No opinion&quot;,&quot;Other&quot;,&quot;They are good for the future of email&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #cee5da\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>33.2%<\/span> They are necessary but a bit of a hassle            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #3089f0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>14%<\/span> They are complex and confusing            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #eb5454\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>6.9%<\/span> They are strict and unnecessary            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #9ea9b0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>12.7%<\/span> No opinion            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #dce2e5\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>2.7%<\/span> Other            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #80cfbc\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>30.5%<\/span> They are good for the future of email            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">When we discussed survey results with representatives from Gmail and Yahoo during <a href=\"https:\/\/hello.mailjet.com\/email-camp\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Email Camp 2024<\/a>, Dan Givol of Google had an interesting perspective on senders who found things complex and confusing. From his point of view, this was also a positive signal. If senders experienced challenges, at least it was a sign they were working to make the updates.<\/p>\n\n<p class=\"wp-block-paragraph\">You can watch the entire Email Camp session with Dan Givol and Marcel Becker of Yahoo below. Plus, check out an <a href=\"https:\/\/www.mailgun.com\/pt\/resources\/podcasts\/marcel-becker-yahoo\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Email\u2019s not Dead podcast episode<\/a> with many more insights and explanations from Marcel.<\/p>\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=9_HEnxYLKMU\" class=\"lazy-video-link\" data-lazy-video=\"9_HEnxYLKMU\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"pt\" data-thumb=\"https:\/\/i.ytimg.com\/vi\/9_HEnxYLKMU\/maxresdefault.jpg\" data-title=\"Surviving the new email requirements (Yahoogle apocalypse) | Email Camp 2024\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/i.ytimg.com\/vi\/9_HEnxYLKMU\/maxresdefault.jpg\" alt=\"Surviving the new email requirements (Yahoogle apocalypse) | Email Camp 2024\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=9_HEnxYLKMU#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/i.ytimg.com\/vi\/9_HEnxYLKMU\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/9_HEnxYLKMU\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=9_HEnxYLKMU\",\n    \"name\": \"Surviving the new email requirements (Yahoogle apocalypse) | Email Camp 2024\",\n    \"description\": \"In this panel session, industry leaders from Google, Yahoo, and Sinch discussed the crucial role of the new bulk sender requirements in email security. \\n\\nThey discuss the importance of authentication, gradual implementation, and collaboration between senders and receivers.\\n\\nHighlights\\n\\ud83d\\udce8 80% of senders indicated they felt the new requirements were \\u201cgood\\u201d, \\u201cnecessary\\u201d, or \\u201ccomplex but understandable\\u201d.\\n\\ud83d\\udea8 Smaller senders were initially panicked about the new rules, but later understood their importance for email security.\\n\\ud83d\\udd12 P=none is not enough. Senders are urged to move toward P=quarantine and eventually P=reject to protect themselves from spammers.\\n\\ud83e\\udd1d Collaboration is key. Mail providers are working with senders and tools providers to create a more secure email ecosystem.\\n\\ud83d\\udcc8 The future of email authentication is bright. The industry is moving toward a more secure and reliable email experience for everyone.\\n\\nThis session is from Day 1 of Email Camp 2024: MessageMania. Check out the rest of the sessions: https:\/\/www.youtube.com\/playlist?list=PL0BaQoZdfN0L-kpbrimuyTUjqZMeNMIwC\\n\\nDon't miss out Email Camp 2025\\nWant to be the first to know about all the sessions and speakers?\\nSign up and get Email Camp 2025 updates straight to your inbox: https:\/\/hello.mailjet.com\/email-camp-save-the-date\/\\n\\n#EmailCamp #emailmarketing #Yahoogle\",\n    \"uploadDate\": \"2024-09-30T17:45:00+00:00\",\n    \"duration\": \"PT42M28S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n<h2 class=\"wp-block-heading\">Good news for the future of email deliverability<\/h2>\n\n<p class=\"wp-block-paragraph\">So, did those stricter requirements create positive changes in the overall practices of emails enders? When comparing results from our previous deliverability report, it certainly appears that way in certain areas.<\/p>\n\n<h3 class=\"wp-block-heading\">Increased DMARC adoption<\/h3>\n\n<p class=\"wp-block-paragraph\">DMARC (Domain-based Message Authentication, Reporting and Conformance) is the piece of the <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/autenticacao-e-mail-identidade-envio\/\" target=\"_tabs\" rel=\"noopener noreferrer\">email authentication<\/a> puzzle that has the most power to stop phishing schemes like email brand spoofing.<\/p>\n\n<p class=\"wp-block-paragraph\">Mailbox providers have been encouraging more organizations to adopt this specification because it makes the inbox a safer place for users. Unfortunately, <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/implementar-dmarc\/\" target=\"_tabs\" rel=\"noopener noreferrer\">DMARC implementation<\/a> hasn\u2019t been a priority for some senders. That\u2019s changing now that Gmail and Yahoo require DMARC when sending bulk email.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Our survey found there was an 11% increase among senders using DMARC in 2024 compared to 2023<\/b>. Nearly 54% of all survey respondents say they\u2019ve implemented DMARC compared to less than 43% in 2023.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Senders using DMARC for email authentication: 2023 vs 2024            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"column-grouped\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"100\" data-chart-values=\"[[&quot;42.6&quot;,&quot;53.8&quot;],[&quot;18.9&quot;,&quot;17.9&quot;],[&quot;38.6&quot;,&quot;28.3&quot;]]\" data-chart-colors=\"[&quot;#8ac4ff&quot;,&quot;#3089f0&quot;]\" data-chart-titles=\"[&quot;Yes&quot;,&quot;No&quot;,&quot;Unsure&quot;]\" data-chart-series=\"[&quot;2023&quot;,&quot;2024&quot;]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 flex-wrap justify-content-center\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #8ac4ff\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                2023            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #3089f0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                2024            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">There was also a 10% decrease in senders who were unsure about DMARC. That suggestsgrowing awareness. DMARC adoption is even higher among high volume senders.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Get those details and many other <a href='https:\/\/www.mailgun.com\/pt\/state-of-email-deliverability\/chapter\/requisitos-de-autenticacao-de-e-mail\/'>findings on email authentication<\/a> in Chapter 2 of State of email deliverability 2025.<\/div>\r\n    <\/div>\r\n\n<h3 class=\"wp-block-heading\">Focus on monitoring spam complaints<\/h3>\n\n<p class=\"wp-block-paragraph\">The way mailbox providers use spam complaints to filter email hasn\u2019t changed much since the \u201890s. But in 2024, Gmail and Yahoo were very clear about thresholds for spam complaints that can cause deliverability issues.<\/p>\n\n<p class=\"wp-block-paragraph\">Bulk senders should try to maintain an overall <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/taxa-de-reclamacao-de-spam\/\" target=\"_tabs\" rel=\"noopener noreferrer\">spam complaint rate<\/a> below 0.1% without ever reaching more than 0.3%. <b>A spam complaint rate of 0.1% is one complaint out of 1,000 emails<\/b>. If you\u2019re above 0.1%, you\u2019re in a danger zone. Once you hit 0.3%, it\u2019s very likely your emails will be filtered into spam.<\/p>\n\n<p class=\"wp-block-paragraph\">Sinch Mailgun\u2019s Kate Nowrouzi was on the anti-spam team at AOL when they <a href=\"https:\/\/www.youtube.com\/watch?v=xLYZgb3pT8g\" target=\"_tabs\" rel=\"noopener noreferrer\">created the first report spam button<\/a> for user-generated spam complaints. She says those are the same thresholds the industry has always used. So, while it\u2019s nothing new, Gmail and Yahoo\u2019s transparency brought attention to the need to keep spam complaints low.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4522\" width=\"1201\" height=\"864\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/SEDR_Custom_Graphic_2___Spam_Complaint_meter_infographic.png\" alt=\"Meter illustrating spam complaint rate thresholds\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/SEDR_Custom_Graphic_2___Spam_Complaint_meter_infographic.png 1201w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/SEDR_Custom_Graphic_2___Spam_Complaint_meter_infographic-300x216.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/SEDR_Custom_Graphic_2___Spam_Complaint_meter_infographic-768x552.png 768w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/SEDR_Custom_Graphic_2___Spam_Complaint_meter_infographic-1024x737.png 1024w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Among those surveyed who made changes to comply with the new requirements from major mailbox providers, <b>37% said they began monitoring spam complaints<\/b>. That was the second most common change after updating authentication. It means those senders are paying closer attention to the contacts who no longer want to hear from them as well as adjusting email campaigns that don\u2019t resonate with their lists. <\/p>\n\n<h3 class=\"wp-block-heading\">Regular list hygiene<\/h3>\n\n<p class=\"wp-block-paragraph\">Removing subscribers who mark your emails as spam is one practice that helps with email list management. But list hygiene also requires regularly scheduled checkups. <\/p>\n\n<p class=\"wp-block-paragraph\">When it comes to maintaining a healthy contact database, the majority of senders in our survey are working to keep their email lists clean. Around <b>60% conduct list hygiene on a regular basis<\/b> with more than a quarter doing it every month or more frequently.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                How often do you typically conduct email list hygiene?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"column\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"100\" data-chart-color=\"#3089f0\" data-chart-values=\"[&quot;26.8&quot;,&quot;15.9&quot;,&quot;18.1&quot;,&quot;27.4&quot;,&quot;11.8&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Monthly or more&quot;,&quot;Quarterly&quot;,&quot;Once or twice per year&quot;,&quot;Rarely&quot;,&quot;Never&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">Unfortunately, this also means that almost 40% of senders rarely or never conduct list hygiene, which will eventually lead to problems for email deliverability.<\/p>\n\n<p class=\"wp-block-paragraph\">Sinch Mailgun\u2019s email deliverability experts are big proponents of <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/politicas-de-sunset-destinatarios-nao-engajados\/\" target=\"_tabs\" rel=\"noopener noreferrer\">using sunset policies<\/a> for list hygiene. This is when you segment or remove contacts who\u2019ve stopped engaging with what you\u2019re sending. <b>We found that only 24% of senders use sunset policies<\/b>.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"\/products\/optimize\/email-verification\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Bulk validation of email lists<\/a> is also a good best practice because it helps you identify and remove outdated contacts that create waste and drag down engagement rates.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Get many other <a href='https:\/\/www.mailgun.com\/pt\/state-of-email-deliverability\/chapter\/construcao-e-higiene-de-lista\/'>statistics on list building and hygiene<\/a> in Chapter 4 of State of email deliverability 2025<\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">Email deliverability challenges and misconceptions<\/h2>\n\n<p class=\"wp-block-paragraph\">While close to half of senders say avoiding the spam folder is an ongoing challenge, keeping lists clean and dealing with email bounce rates are also concerns.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> <b>Top 3 deliverability challenges:<\/b><\/div><ul class=\"mb-0 mt-3\"><li>Staying out of spam (47.9%)<\/li><li>Maintaining list hygiene (33.8%)<\/li><li>Reducing bounces (28.4%)<\/li><\/ul>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">Some of the results from our survey of email senders gave us the opportunity to clear up confusion and provide important reminders about how to support reliable inbox placement.<\/p>\n\n<h3 class=\"wp-block-heading\">Mixing up delivery rate and deliverability<\/h3>\n\n<p class=\"wp-block-paragraph\">This might be the most shocking statistic in the entire report \u2013 <b>nearly 88% of senders could not correctly define what the email delivery rate metric measures<\/b>. Even though it was the second most common metric used to measure deliverability, it seems many senders don\u2019t realize what it means to have a good delivery rate.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> The delivery rate measures the percentage of emails sent that receiving mail servers accept. It does not measure whether those emails reach the inbox. Emails filtered into spam still count toward the overall delivery rate.<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">Only about 12% of those surveyed correctly identified the delivery rate as <b>the percentage of emails sent that are accepted to <\/b><i><b>any<\/b><\/i><b> folde<\/b>r (including the junk folder).<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Which of the following accurately describes the delivery rate metric?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;50.9&quot;,&quot;12.3&quot;,&quot;2.5&quot;,&quot;11.5&quot;,&quot;22.8&quot;]\" data-chart-colors=\"[&quot;#ffd8d6&quot;,&quot;#3089f0&quot;,&quot;#eb5454&quot;,&quot;#9ea9b0&quot;,&quot;#ffa8a8&quot;]\" data-chart-titles=\"[&quot;The percent of emails that reach the inbox&quot;,&quot;The percent of emails delivered to any folder&quot;,&quot;The total number of messages sent&quot;,&quot;I don\\u2019t know&quot;,&quot;An overall email deliverability rate&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #ffd8d6\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>50.9%<\/span> The percent of emails that reach the inbox            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #3089f0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>12.3%<\/span> The percent of emails delivered to any folder            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #eb5454\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>2.5%<\/span> The total number of messages sent            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #9ea9b0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>11.5%<\/span> I don\u2019t know            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #ffa8a8\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>22.8%<\/span> An overall email deliverability rate            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">In response to this confusion, Sinch Mailgun\u2019s <a href=\"https:\/\/www.youtube.com\/watch?v=mQ9lwALFIeE\" target=\"_tabs\" rel=\"noopener noreferrer\">Renate Burns recorded a video explanation<\/a> of the difference between the delivery rate and deliverability. She says that to measure deliverability, you need to look at other metrics such as opens, clicks, and even website visits. These metrics show that your emails reached the inbox and are doing their job.<\/p>\n\n<p class=\"wp-block-paragraph\">Conducting <a href=\"https:\/\/www.mailgun.com\/pt\/features\/entrega-na-caixa-de-entrada-de-e-mail\/\" target=\"_tabs\" rel=\"noopener noreferrer\">inbox placement testing<\/a> and reviewing the reports is another way to measure deliverability. In this case, you conduct tests that give you an expectation of where emails will land before you hit send on a big campaign or important email automation.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Learn more about <a href='https:\/\/www.mailgun.com\/pt\/state-of-email-deliverability\/chapter\/inbox-placement-spam\/'>achieving inbox placement<\/a> in Chapter 3 of State of email deliverability 2025<\/div>\r\n    <\/div>\r\n\n<h3 class=\"wp-block-heading\">Shady list building tactics<\/h3>\n\n<p class=\"wp-block-paragraph\">No matter how many times we say it, there are still senders out there emailing people without obtaining proper consent. This bad behavior is one of the fastest ways to get yourself in trouble with mailbox providers. It will tank your <a href=\"https:\/\/www.mailgun.com\/pt\/state-of-email-deliverability\/chapter\/email-sender-reputation\/\" target=\"_tabs\" rel=\"noopener noreferrer\">sender reputation<\/a> and your messages will end up in spam \u2013 <b>which is where they belong because spamming is exactly what you\u2019re doing<\/b>.<\/p>\n\n<p class=\"wp-block-paragraph\">It was good to see that more than 85% of senders have not purchased emails or scraped the web for contacts in the last two years. The problem is <b>nearly 1 in 10 senders in our survey (9.4%) admit to this kind of shady list building<\/b>.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Have you purchased email lists or scraped the web to add contacts within the last two years?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;85.5&quot;,&quot;5.1&quot;,&quot;9.4&quot;]\" data-chart-colors=\"[&quot;#eb5454&quot;,&quot;#9ea9b0&quot;,&quot;#3089f0&quot;]\" data-chart-titles=\"[&quot;No&quot;,&quot;Unsure&quot;,&quot;Yes&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #eb5454\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>85.5%<\/span> No            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #9ea9b0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>5.1%<\/span> Unsure            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #3089f0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>9.4%<\/span> Yes            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">There are some very clear reasons why adding emails to your list without obtaining consent causes major deliverability problems:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>It is how <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/armadilhas-de-spam\/\" target=\"_tabs\" rel=\"noopener noreferrer\">spam traps<\/a> end up on your list, which can easily lead to a blocklisting.<\/li>\n\n\n\n<li>Your spam complaint rate will skyrocket, because you are literally spamming people.<\/li>\n\n\n\n<li>Your email engagement rates will be horrible, because these contacts never wanted to hear from you.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Interestingly, our research found <b>high volume senders were even more likely to have purchased lists or scraped the web for email addresses<\/b> in the last two years. Between 14% and 15% of those with monthly send volumes above 100k emails admit to using thiskind of list building.<\/p>\n\n<p class=\"wp-block-paragraph\">Keep in mind, we didn\u2019t survey spammers for this report. We asked legitimate email senders if they use these methods to build their lists. The temptation to quickly build a contact database with supposedly relevant emails is too much for some to resist. But the truth is, it will only hurt your sender reputation in the long run.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Find out more about <a href='https:\/\/www.mailgun.com\/pt\/state-of-email-deliverability\/chapter\/email-sender-reputation\/'>improving and repairing sender reputation<\/a> in Chapter 5 of State of email deliverability 2025.<\/div>\r\n    <\/div>\r\n\n<h3 class=\"wp-block-heading\">Sticking with a p=none DMARC policy<\/h3>\n\n<p class=\"wp-block-paragraph\">Even though DMARC adoption is increasing, senders must do more with it if they truly want stronger authentication that protects their domain and inboxes from bad actors. That\u2019s because the DMARC policy many senders choose to use is just plain weak. <\/p>\n\n<p class=\"wp-block-paragraph\">When Gmail and Yahoo announced their new requirements for 2024, they mandated the use of DMARC with a policy of p=none (as a minimum). The other policy options are p=quarantine and p=reject. Here\u2019s what each one does:<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> <b>None<\/b> (p=none): This DMARC policy tells receiving mails servers not to do anything if a message fails authentication.<\/div><ul class=\"mb-0 mt-3\"><li>None (p=none): This DMARC policy tells receiving mails servers not to do anything if a message fails authentication.<\/li><li>Quarantine (p=quarantine): This DMARC policy tells receiving mails servers that authentication failures should be filtered into spam.<\/li><li>Reject (p=reject): This DMARC policy is the strongest. It tells receiving mails servers that authentication failures should not be delivered at all.<\/li><\/ul>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">For the second time, our report found the p=none policy is used most often. This policy is typically used during DMARC setup to test things out before beginning to enforce the protocol with a policy of reject or quarantine.<\/p>\n\n<p class=\"wp-block-paragraph\">The problem is, since p=none meets the new requirement, too many senders are happy to leave things as they are. Our survey found that more than 25% of senders using a p=none DMARC policy plan to change over the next year. Unfortunately, <b>more than 61% say they\u2019ll only start enforcing DMARC if they are required to do so<\/b>. Another 13% think meeting the requirement is enough.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Will sender using p=none implement a stricter DMARC policy in the next year?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;61.2&quot;,&quot;13.3&quot;,&quot;10.1&quot;,&quot;15.4&quot;]\" data-chart-colors=\"[&quot;#eb5454&quot;,&quot;#9ea9b0&quot;,&quot;#8ac4ff&quot;,&quot;#c7e5ff&quot;]\" data-chart-titles=\"[&quot;Only if stricter polices are required&quot;,&quot;No. We meet requirements with p=none&quot;,&quot;Yes. We\\u2019ll enforce a stricter policy soon&quot;,&quot;Yes. We are in a testing phase&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #eb5454\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>61.2%<\/span> Only if stricter polices are required            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #9ea9b0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>13.3%<\/span> No. We meet requirements with p=none            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #8ac4ff\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>10.1%<\/span> Yes. We\u2019ll enforce a stricter policy soon            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #c7e5ff\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>15.4%<\/span> Yes. We are in a testing phase            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">Here\u2019s the reality: <b>Requiring DMARC with a policy of p=none was only the first step. Stricter requirements are coming<\/b>. People who work for Gmail and Yahoo straight up told us this fact during webinars in which they were our guests.<\/p>\n\n<p class=\"wp-block-paragraph\">Mailbox providers started with p=none because&#8230; well, baby steps. They just want DMARC implemented for now. But to get the most out of DMARC, you need a stronger policy. Eventually, mailbox providers tell us they will make p=reject the requirement.<\/p>\n\n<p class=\"wp-block-paragraph\">Sinch Mailgun deliverability experts Jonathan Torres and Kate Nowrouzi have more on why p=none isn\u2019t enough in the video below:<\/p>\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=S7i4NoL384k\" class=\"lazy-video-link\" data-lazy-video=\"S7i4NoL384k\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"pt\" data-thumb=\"https:\/\/i.ytimg.com\/vi\/S7i4NoL384k\/maxresdefault.jpg\" data-title=\"Is your DMARC policy effective? The problem with p=none\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/i.ytimg.com\/vi\/S7i4NoL384k\/maxresdefault.jpg\" alt=\"Is your DMARC policy effective? The problem with p=none\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=S7i4NoL384k#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/i.ytimg.com\/vi\/S7i4NoL384k\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/S7i4NoL384k\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=S7i4NoL384k\",\n    \"name\": \"Is your DMARC policy effective? The problem with p=none\",\n    \"description\": \"Results from a new industry survey suggest a DMARC policy of p=none is the most popular choice among email senders. But is it the right choice? Our email deliverability experts suggest keeping your DMARC policy at p=none is a big mistake and a missed opportunity. \\n\\nRecently, Google and Yahoo began requiring senders to use DMARC with a minimum policy of p=none. But the truth is \\u2013 that\\u2019s only the first step towards improving email authentication practices. DMARC with a p=none policy leaves your domain vulnerable to spoofing and phishing attacks, which can harm your sender reputation and reduce inbox placement. DMARC was designed to combat these issues, but unless you\\u2019re using stricter policies, your domain remains could be used for malicious purposes.  \\n\\nThat\\u2019s why even though original research from Sinch Mailgun shows an 11% increase in DMARC adoption, we believe senders need to take things further. \\n\\nThere\\u2019s a reason to use the p=none policy in the beginning, but it shouldn\\u2019t stay that way. Find out why a p=none policy has no teeth and why senders should strongly consider updating their DMARC policy to p=quarantine or p=reject if they want to protect their subscribers and do what\\u2019s best for the future of email. Check out this video to learn more about different DMARC policies. \\n\\nSee how other senders are implementing DMARC policies in results of a global survey: \\nhttps:\/\/www.mailgun.com\/resources\/research\/email-authentication-requirements\/  \\n\\nWant to implement stronger DMARC policies? Get started here: \\nhttps:\/\/www.mailgun.com\/blog\/deliverability\/implement-dmarc\/\",\n    \"uploadDate\": \"2024-11-20T16:56:39+00:00\",\n    \"duration\": \"PT2M8S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n<h2 class=\"wp-block-heading\">Opportunities to improve inbox placement<\/h2>\n\n<p class=\"wp-block-paragraph\">Let\u2019s say you review some of the results in State of email deliverability 2025 and realize you\u2019ve got room for improvement. Maybe you\u2019re like some senders who were unsure how to answer questions about deliverability. Maybe you\u2019ve been making some mistakes, or perhaps there are tools you need to start using to support better inbox placement.<\/p>\n\n<p class=\"wp-block-paragraph\">The good news is, if you\u2019ve got room to <a href=\"https:\/\/www.mailgun.com\/pt\/state-of-email-deliverability\/chapter\/melhorar-entregabilidade-de-e-mail\/\" target=\"_tabs\" rel=\"noopener noreferrer\">improve email deliverability<\/a>, you also have room to <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/entregabilidade-afeta-roi\/\" target=\"_tabs\" rel=\"noopener noreferrer\">increase your ROI<\/a> from email. Here are some ways to get started:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>Email authentication<\/b>: Show mailbox providers you\u2019re a responsible sender by setting up SPF, DKIM, and DMARC to protect email recipients and your domain.<\/li>\n\n\n\n<li><b>Inbox placement testing<\/b>: We found just 13% of senders use inbox placement tests to help them improve deliverability. It\u2019s a powerful tool that can give you an edge.<\/li>\n\n\n\n<li><b>Monitor your reputation<\/b>: 70% of senders say they don\u2019t use <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/google-postmaster-tools-reputacao-remetente\/\" target=\"_tabs\" rel=\"noopener noreferrer\">free services like Google Postmaster Tools<\/a>, but doing so can give you helpful insights. Another 53% don\u2019t use <a href=\"https:\/\/www.mailgun.com\/pt\/products\/optimize\/deliverability\/blocklist-monitoring-service\/\" target=\"_tabs\" rel=\"noopener noreferrer\">blocklist monitoring<\/a>.<\/li>\n\n\n\n<li><b>Maintain a healthy email list<\/b>: If you\u2019ve yet to adopt practices such as the <a href=\"https:\/\/www.mailgun.com\/pt\/resources\/learn\/glossary\/double-opt-in\/\" target=\"_tabs\" rel=\"noopener noreferrer\">double opt-in (DOI)<\/a> or a sunset policy, they are game changers for building a clean list ofengaged contacts.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Navigating the complexities of reaching the inbox gets easier with the right deliverability tools. <a href=\"https:\/\/www.mailgun.com\/pt\/produtos\/otimizar\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Mailgun Optimize<\/a> is a complete suite of solutions. It includes everything from inbox placement reports to reputation monitoring and list cleaning tools. When you really need expert advice <a href=\"https:\/\/www.mailgun.com\/pt\/solutions\/servicos-de-entregabilidade-lp\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Deliverability Services from Sinch Mailgun<\/a> connects you with dedicated technical account managers (TAMs) who help customize a strategy for your email program.<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\"  aria-labelledby=\"banner-block-block-abe5593ffb26c8e7198840a179821050\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Are you staying out of the spam folder?            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block-abe5593ffb26c8e7198840a179821050\">\r\n                The state of email deliverability 2025            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">Dive deeper into email deliverability with more from our exclusive report. Find out what hundreds of senders around the world are doing to reach the inbox and hear from experts who\u2019ve spent their careers navigating this complex topic. Explore the insights now. No form filling required.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/pt\/state-of-email-deliverability\/chapter\/introducao\/\"  class=\"btn btn-secondary\" >Get the full report<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Changes from major mailbox providers thrust the topic of email deliverability best practices into the spotlight over the last year. Our new, interactive report State of email deliverability 2025 shows there are signs of improvement, but senders still have their work cut out for them. Getting emails delivered and staying out of spam is a [&hellip;]<\/p>\n","protected":false},"author":40,"featured_media":4376,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[21],"class_list":["post-14969","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-deliverability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>State of Email Deliverability 2025: Principais conclus\u00f5es - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Chegar \u00e0 caixa de entrada n\u00e3o \u00e9 f\u00e1cil. 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