How to Improve Yahoo Email Deliverability and Sender Reputation

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Many email marketers have the same trouble-Why Yahoo Email Deliverability is so low? A few months ago, this question also bothered me. But now I have found some tricks that can make me clear. Before we learn about how to solve the low deliverability of Yahoo Email, we should know how the Email Senders work.

How does Email Sender Work

Each ISP (Internet Service Agreement) and mailbox provider has its own sender guidelines and anti-spam policies. These policies can be categorized to determine the effectiveness of email marketing campaigns.

Content- Effective and relevant message with catchy content

Technical- Including the matters that influence email deliverability

Only a balance of both these factors can help achieve maximum results from the email marketing campaigns.

How does Yahoo Mail determine the overall reputation of the sender?

Senders are at risk of being flagged as spam from two sources, the recipient and the spam filtering system, including the evaluation of the mailbox in use. Yahoo considers the following factors in determining a user’s overall reputation, of which a negative sender reputation is one.

Main Factors

  • IP Address Reputation. Internet Service Providers (ISPs) constantly evaluate your IP address based on several factors and then assign you a rating using their own algorithms. A good IP reputation builds your trustworthy image, thus ensuring that your emails are delivered to the specified address.
  • URL Reputation. It checks if a URL hosts any malicious content such as malware, fraud, phishing, and spam, etc. The URL Reputation feature blocks access to URLs that have been determined to be the source of known malicious content.
  • Domain Reputation. Just like IP reputation, ESP uses domain reputation to determine the trustworthiness of your emails. A poor domain reputation can result in your email being placed in the spam folder. Serious damage to domain reputation can cause transactional emails – order confirmation emails, shipping notices, etc. – to end up in the spam folder.
  • Sender Reputation. Sender Reputation is a key part of email deliverability. And also it is a score assigned by the Internet Service Agreement (ISP) to the organization/company sending the email. If that score falls below a given threshold, the ISP may direct messages to the spam folder or reject them outright. There are several factors that determine the score, and sending emails to invalid email addresses is the most important. Using an accurate email verifier, cleaning your email list regularly, and removing risky email addresses can easily avoid this problem.

Other Factors

  • Autonomous System Number (ASN) Reputation. Not many users are aware of an ASN, which is a set of one or more IP prefixes (a list of IP addresses accessible on a network) that network operators use to control routing within their networks and to exchange routing information with other Internet Service Providers (ISPs). Poor ASN management is directly linked to – wrongly acquired – poor IP reputation. Poor IP address inventory management plays a threatening role in mail security and is therefore considered an important determinant of overall reputation.
  • Domain Key Identified Mail (DKIM) signatures. DKIM is a way to prevent email delivery issues from working and increase your sender’s reputation with email services. With this, the receiving email server can identify the source of the email campaign. Most email customers will expect a valid DKIM signature on incoming emails to identify who sent it.
  • Domain-based Message Authentication Reporting and Conformance (DMARC) Certification. DMARC allows you, the domain owner, to protect your email reputation by Announcing email authentication practices requires

What will Influence Sender Reputation?

Bounce rates – Bounce is of two types – hard bounce & soft bounce. A soft bounce is no damage to the sender’s reputation as it indicates non-delivery due to temporary issues that can be fixed. But hand hard bounce is a cause of concern as it indicates reaching out to users via accounts that do not exist. 

yahoo email deliverability-email server bounce rate screenshot

Complaint Rate – A complaint here is when a recipient marks your email as spam. Each complaint is like sending a direct message to the ISP that their subscribers do not trust your company. The higher the number of complaints, the lower your sender score will be.

Spam Trap – Spam traps look like real email addresses, but are used by IPS to locate spammers. If companies do not use a double opt-in policy, they will be considered violators. And they can be restricted from mailing campaigns, reducing the reputation of the email campaign and the sender.

User engagement. The way users interact with your emails says a lot about the quality of your emails and how credible your brand is in people’s minds. Good open rates, retweets, and shares indicate the value of your content, while low open rates, deletions, and confirmations indicate low user interest and therefore potentially significantly lower sender scores.

5 Steps to Check and Stay Healthy on Yahoo Email Reputation

  • Validate your Yahoo email list regularly. Regular Yahoo email verification will remove invalid and outdated emails, addresses with typos, and spam traps.
  • Use double opt-in: This will ensure that all subscribers are genuine and willing to receive messages from you.
  • Regularly filter inactive subscribers. Clean up your Yahoo email list regularly to remove subscribers who are not engaging with your emails. If there are recipients who have not opened or responded to your emails for a long period of time, chances are that the email address is no longer in use.
  • Warm-up IP addresses. This applies to new IP addresses that are in use to avoid any suspicion from ISPs
  • Publish reverse DNS (PTR) records for sending IPs in use. This is an anti-spam measure. Reverse DNS is the opposite of standard (forward) DNS, and the absence of reverse DNS can affect a sender’s reputation with Yahoo! Standard DNS resolves a domain name to an associated IP address. In contrast, reverse DNS resolves an IP address into a domain name.

How Email Verifier Online Help You to Improve Yahoo Email Deliverability

A healthy email list allows you to avoid most problems because it builds a strong sender reputation. A good sender reputation equals a better receipt rate. Therefore, all you need is an email verification tool that has the most reliable accuracy in the industry, especially with Yahoo email deliverability.
Email Verifier Online email verification and validation provide Yahoo and America Online with the highest email performance ratio in the industry by performing over 20 granular verification checks to determine the status of each email address in your data with 96%+ accuracy.
Email Verifier Online’s algorithms are uniquely designed to identify invalid, disposable, blanket, and other risky email addresses in your email list. With Email Verifier Online, you can avoid any incorrect email addresses from registering/registering and becoming part of your email list. This builds a strong sender reputation and better receipt rates.

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