Yahoo Mail is a web-based email delivery service launched in 1997 by the parent company, Yahoo! This mail service is offered in four different plans – three for personal use (basic, plus and ad-free) and the fourth one is specifically for business use. With over 281 million users (according to a 2011 survey), Yahoo! Mail is the world’s third largest email service provider.
In late 2016 Yahoo announced that there was a severe breach of more than 1 billion user accounts getting hacked in 2013. This was followed by another 500 million user accounts getting hacked. This initiated more stringent policies with Yahoo proper, as well as Yahoo Mail service, which also tightened up its policies around spammers and senders of maligned emails.
Calculation of Reputation
As mentioned above, the hack scares have made Yahoo Mail a tough cookie for email marketers. According to their website, Yahoo Mail may consider any or all of the following factors to calculate your reputation:
- IP Address Reputation
- Domain Reputation
- URL Reputation
- Sender Reputation
- Domain Keys Identified Mail (DKIM) Signatures
- Autonomous System Number (ASN) Reputation
- Domain-based Message Authentication Reporting and Conformance (DMARC) authentication
And as a rule, a reputable sending history doesn’t guarantee you a top spot in the inbox, as users can still vote or report you as spam. You need to also focus on the content quality and relevance to generate meaningful engagement from the user and to ensure your emails stay out of the trash.
Email Delivery: FeedBack Loop
With the help of FeedBack Loops (FBLs), email marketers are able to identify their campaigns that are receiving high numbers of complaints from Yahoo Mail users. They offer a free Complaint Feedback Loop (CFL) program in which the senders will be forwarded complaints about their email campaigns sent to Yahoo Mail by users. Before being able to avail this service, senders need to:
- Sign their outbound emails with Domain Keys Identified Mail.
- Have a valid Yahoo! ID. You can learn more about how to sign up for a Yahoo Account here.
This link has all the information needed for the CFL program offered by Yahoo.
Email Delivery: Whitelist
Contrary to other leading email service providers, Yahoo Mail does not have a whitelisting program. They do, however, have a program in which email marketers can submit their IPs for review. You will have to fill out and submit this application for new IPs. Once the review is complete, the Yahoo Mail team may decide on how to modify your reputation in their systems.
Email Delivery: Postmaster Tool
With the Yahoo Mail Postmaster Tool, you can analyze, as well as monitor, your email health and find the right routes for your messages to reach the right place. You can learn more about the Yahoo Mail Postmaster tool here.
Yahoo Mail Delivery Tips
With the changes in how Yahoo Mail is keeping itself spam-proof, you’ll want to try and adopt the following methods to ensure optimal delivery:
- The “unsubscribe” button on the bottom of your emails needs to be as clear as possible. If you do not take this seriously, the chances are the recipients will get frustrated and will end up marking you as spam.
- Your email lists must be acquired using one of the opt-in methods. You should always have explicit permission from users in order to avoid future spam markings.
- Make it a habit to regularly check the sending IP against blacklists. Failure to do this can be very damaging to your business’s reputation. You might also want to check out our blog on Blacklists to discover more information on this topic.
- Try and stay away from using shortened URLs. It has a bad reputation in the market for being used by spammers. In fact, it helps to keep URLs as closely linked to the topic of the email as possible.