Believe it or not, if a spam filtering system deems your email as spam or if your intended recipients mark your email as spam, your reputation score will go down. In this post you’ll learn five email deliverability best practices for achieving a good sender reputation with Yahoo! Mail. Yahoo Mail determines a sender’s overall reputation by considering many factors including, but not limited to:

  • IP address reputation
  • URL reputation
  • Domain reputation
  • Sender reputation
  • Autonomous System Number (ASN) reputation
  • DomainKeys Identified Mail (DKIM) signatures
  • Domain-based Message Authentication Reporting and Conformance (DMARC) authentication

Below are the top 5 best practices that can help maintain delivery with Yahoo.

  1. Remove subscribers that won’t engage. If an email address hard bounces (no longer exists) or returned in the complaint feedback loop (marks your message as spam) remove them immediately from future mailings. SparkPost suppresses both hard bounces and complaint feedback loop subscribers.
  2. Authenticate. Make sure your messages are DKIM signed.
  3. Send consistently. If you send emails at a certain rate and suddenly have a spike of activity, you could get flagged as a compromised sender. Honor the intended frequency of a list. Don’t send daily to a list that was intended to be sent to monthly. When ramping up volume, never send more than double your previous average send.
  4. Content matters. The subject line should not appear to be generic nor should the content. Sending email to subscribers who do not find your content relevant therefore not reading the message or marking it as “spam” will hurt your overall reputation.
  5. Reconfirm the unengaged. Consider sending a reconfirmation email to inactive subscribers periodically.

Curious about best practices for Gmail? Read this blog post.

Email Marketing Metrics Beyond the Click