Yahoo has just release an updated series of recommendations to guide marketers in optimizing their email campaigns. We’ve put together a short summary of the Best Practices in the Yahoo Sender’s Hub, to help marketer’s understand and improve their email programs. Needless to say adopting these practices will help with email delivery in general for all domains, so think globally when implementing these practices.
One of the key tenants of Yahoo’s best practices lies with authentication, specifically DMARC. Marketers are strongly encouraged to authenticate their emails using SPF and or DKIM, with bulk senders facing the additional requirement of implementing both. A vital component is the alignment of the “From:” header domain with SPF or DKIM domains to ensure DMARC compliance, with a valid aggregate reporting address enabled.
Yahoo also recommends a strategic approach to subscriber engagement. Opt-in email collection has long been the preferred method for subscription, coupled with the transparent communication of expectations regarding email frequency and content. A streamlined one-click unsubscribe mechanism is pivotal for maintaining subscriber satisfaction, both in the body of the email and in the email harder using the “one-click list-unsubscribe’ standard.
Email segregation is also recommended with Yahoo urging marketers to avoid commingling bulk or marketing emails with user mail or transactional messages. This practice is one of several strategies to preserving the credibility and deliverability of high value communications.
Data hygiene related to your mailing lists is essential. Ensuring the prompt removal of invalid recipients and individuals reporting mail as unwanted via the Complaint Feedback Loop (CFL) program. This proactive approach aids in monitoring and managing spam complaint rates, safeguarding the sender’s reputation. Keeping your in the users inbox will require proper management of Spam reports for your brand, the CFL and Google Postmaster Tools (GPT) will help you understand how well your managing this. High levels of complaints for an extended period time will spell trouble for your brand, leading to the spam folder or worse yet rejection of emails.
It’s also important to talk to your ESP to ensure your email is using a network that is properly configured with all the technical requirements for sending email, including elements like reverse DNS names that are properly configured and convey their function (ex: Mail server vs web server), enrolment in programs like Microsoft’s JMRPP, GPT, and Yahoo’s CFL program. One other non-negotiable for Yahoo, and most other mailbox providers is compliance with the CAN-SPAM regulations.
Yahoo’s sender best practices being published give senders the outline of the ‘rules’ to use their infrastructure. Google and Microsoft have similar rules and published best practices for senders to follow. Authentication, strategic management of subscriber engagement, meticulous list hygiene, adherence to technical best practices, and a proactive approach to education collectively contribute to a refined and effective email marketing strategy.
