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Learn the secrets of getting your email delivered to Yahoo! View the on-demand webinar today to learn the secrets of Yahoo!'s spam filtering, reputation factors that really matter, and what you can do to help your Yahoo! deliverability. You'll learn: - How Yahoo! uses trusted feedback for filtering decisions. - How engagement affects spam filtering. - The whitelists and blacklists most commonly used by Yahoo! - The reputation factors that really matter. - What you can do if your emails are being delivered to Yahoo's spam folder.
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• Email campaigns landing in the Spam folder
• Email campaigns being classified as promotions
• High subscriber complaints
• Knowing what I need to do to reach the inbox
• Inability to track what device they read my emails on
POLL: What is the biggest issue you have sending to Yahoo! Mail subscribers?
A Brief History of Yahoo! Mail
When Yahoo! first started, it was called:
1. Jerry and David’s Guide to the World Wide Web2. Woohoo!3. Alta Vista4. WebCrawler5. Hotbot6. Archie
Answer: Jerry and David’s Guide to the Word Wide Web
Started in 1994, Jerry and David used their site to collect their favorite websites. It became popular and they soon after changed the name to Yahoo!
The trademarked name of Yahoo! includes the exclamation point, because Yahoo had already been registered by other businesses. Which of the following did NOT trademark Yahoo?
1. Knives2. BBQ Sauce3. Boat4. Yahoo
Serious
Answer: #4 - Yahoo Serious
Yahoo Serious did try to sue Yahoo! for trademark infringement in 2000, but lost the case.
The original computer servers that Yahoo! resided were named after what?
1. Race Horses2. Hawaiian Islands3. Sumo Wrestlers4. Sherlock Holmes
characters5. Jonathon Swift books
Answer: #3 - Sumo Wrestlers
Akebono and Konoshiki were the names of the workstation and server that Yahoo! resided while they both attended Stanford University.
Yahoo! got into the email business by purchasing which webmail service?
1. WWW Mail2. Webex3. Cc:Mail4. WebCrawler5. Rocketmail6. Fastmail
Answer: #5 - Rocketmail
Yahoo! purchased online communications company Four11 primarily for the webmail service Rocketmail in 1997.
Rocketmail was battling HoTMaiL for the #1 webmail service at the time.
Yahoo! Mail IDs that have .rm appended (username.rm) are Rocketmail users that were moved to Yahoo!
October 8, 1997
750,000 Users
Today281,000,000 Users
320,000,000 Including
Hosted Domains
If you could tell marketers one thing on how to get delivered to the inbox, what would that be?
Focus on Reputation:
ComplaintsUnknown UsersList Hygiene
Complaints: >= .3%
Unknown Users: <10%
List Hygiene: 3 Critical Spam Traps5 Significant Spam Traps
Sender Reputation = IP Address + Domain + From Address
Is Yahoo actively using
engagement as a filtering
factor?
Yahoo! and Engagement
Q: Why are my emails going to spam?
A: Poor User Response
Focus on:
• Read rates• This is Spam• This is Not Spam• Delete without
Reading
Yahoo! & The Trusted User Community
Yahoo!: Spam vs. Not Spam
Average Yahoo! “Not Spam” Rates by Industry
High Engagement = High Inbox Placement
What’s the typical process for setting up a feedback loop
at Yahoo!?
Yahoo! Feedback Loop and Requirements
FBL Requirements:
DomainKeys or DKIMSigning DomainSelectorFBL Address
What carries the most weight in your
spam filtering decisions?
Complaints, engagement, spam traps? Something
else?
No Secret Formula, but Complaints and Engagement Matter Most
Complaints
Engagement
Does Yahoo have plans to expand
their email offerings to the enterprise, like Google and
Microsoft?
Yahoo! Small Business• Not a major focus for
Yahoo!• Mostly dominated by
Google and Microsoft• Hosted domains use
same spam filter as @yahoo.com domains
Do I need to authenticate
emails delivered to
Yahoo!?
SPFDomainKeysDKIMDMARC
Authenticate? Yes!
Does Yahoo! still have a “connection
and throughput”
limit?
Connections: Not specified / Unlimited
Throughput: 20 emails per connection
Your results may vary: Rate limiting occurs due to high complaints and poor reputation
I am getting a lot of re-try errors when sending to Yahoo Mail. The errors
appear to be random. Is there
something specifically I should
be doing?
Error due to high complaints.
Do not re-send. This will make matters worse.
Examine Yahoo! specific metrics:
• Complaints
Is FBL working?
Are complainers being removed? If not, remove all complaints.
Now retry sending.
421 4.7.0 [TS01] Messages from x.x.x.x temporarily deferred due to user complaints - 4.16.55.1
Indicates that complaint rate or some other reputation issue is getting worse
Verify that anything was done to address complaint problem before.
If all avenues are exhausted, consider re-permissioning subscribers.
421 4.7.0 [TS02] Messages from x.x.x.x temporarily deferred - 4.16.56.1
1. Reputation levels exceedingly high.
2. This is a permanent block.
3. Do not re-try sending. Mail cannot go through.
4. Sender is required to make changes before contacting postmaster.
421 4.7.1 [TS03] All messages from x.x.x.x permanently deferred
Error is on Yahoo!’s end.
Do not contact Yahoo! support.
Keep re-trying.
451 - Resources temporarily not available - Please try again later [#4.16.5]
Does Yahoo! honor the list-unsubscribe
header?
From: sender@domain.com
Subject: Get 20% off – today only!
Date: February 26, 2014 3:13:02 PM EDT
To: subscriber@gmail.com
List-Unsubscribe:
<mailto:unsubscribesender@domain.com>, http://
www.senderdomain.com/email/unsubscribe/
List-Unsubscribe: What is it?
Yahoo! currently does not support list-unsubscribe.
List-Unsubscribe:
<mailto:unsubscribesender@domain.com>,
http://www.senderdomain.com/email/unsubscribe/
Including both the MAILTO and the URL version (as shown above)
will prepare you for either situation, depending how (or if!) Yahoo!
uses it.
Are there any plans to
redesign the inbox or classify messages like Gmail’s tabbed
inbox?
People Love Folders
Yahoo! likely watching Gmail closelyYahoo! having good success with OtherInbox (http://www.otherinbox.com)
Does Yahoo still allow people to
write interactive inbox apps? How
can I get involved?
Yahoo App store is no longer available
Yahoo! Mail has an API that can be accessed via http://developer.yahoo.com/mail/
Kind of…
Is there an easy way to find the
cause of my deliverability
problem?
Inbox OptimizerCorrective based on 50+
variablesImportant to email filters
Inbox Optimizer – Identify and Fix It!
Inbox Optimizer – Identify and Fix It!
Inbox Optimizer – Identify and Fix It!
Inbox Optimizer – Identify and Fix It!
Inbox Optimizer – Identify and Fix It!
Inbox Optimizer – Identify and Fix It!
The Results…
BenchmarkMyEmail.com
Tom SatherSr. Director, ResearchReturn PathTom.Sather@returnpath.com
Melinda PlemelEmail Intelligence GroupReturn PathMelinda.Plemel@returnpath.com
Questions?
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