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The key mission of Yahoo is to deliver messages that people want to receive and filter messages they don’t. With Yahoo, you’ll need to perform list management tasks frequently and monitor hard & soft bounces as well as inactive subscribers.
Sending emails to users who aren’t reading them or who mark them as “spam” will hurt your delivery metrics and reputation. Send email only to those who want it. Use an opt-in method of subscription for your mailing list and make sure subscribers have verified their intent to receive your mailings.
Review email content for common characteristics of spam. Test your emails’ visual look with image placeholders. Many of your recipients won’t see images in your email. Email on Acid is an excellent place you can go to check your message rendering.
Make sure you are linking to domains, not IP addresses. Yahoo will filter out these links.
Have separate IPs depending on your email content type. Shared email services can have multiple domains using one IP to send email. If the same IPs are sending unsolicited commercial email and your reputation goes down, Yahoo will hop on the wagon and filter your messages from that IP.
Secure your mail servers and update your software with the latest security patches. Filter user-generated content before sending it to prevent spammers from using your resources.
If your servers act as “open proxies” or “open relays,” spammers may attempt to send their own mail from your systems. At a minimum, your SMTP servers should identify the originating IP addresses from the email and mention this in the email headers to help you diagnose spam problems.
Use bulk mail authentication best practices and review SMTP reply codes often. If your messages are being blocked, look closely at any SMTP error codes your mail servers are returning. Make sure you’re addressing the root of the problem.
A feedback loop analysis can help you track and manage your spam complaint rates. Always make sure your emails include DKIM-authenticated signatures. A DKIM signature helps Yahoo to authenticate that the email is safe, secure, and from the senders who claim to have sent it. Without a DKIM signature, your emails will appear to have been sent by a spammer.
Publish reverse DNS (PTR) records for your sending IPs. Yahoo is more likely to downgrade an IP’s sending reputation if there’s no reverse DNS entry for your IP address or if your mailing IP looks like a dynamically-assigned IP instead of a static mail server.
Be CAN-SPAM and DMARC compliant. Invalid DMARC records can cause problems if you’re sending from non-compliant bulk mailing services.
For more help on email deliverability, contact our deliverability experts.