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How to deliver into Yahoo


Email deliverability today is driven by content and reputation filtering. While it would be great if there was a single algorithm that all of the mailbox providers used, there isn’t. Gmail,, and Yahoo! Mail all have their own unique spam filtering rules and services to help senders. Our field guide aims to help businesses overcome confusion from the different rules of deliverability, or those who are just strapped for time.

Yahoo Mail

Yahoo! Mail was one of the first free webmail providers to hit the market and is one of the three largest providers in the world with 281 million users. If smaller providers are included that utilize the Yahoo! infrastructure, such as AT&T and BellSouth, Yahoo!’s mail service covers 320+ million users globally. Yahoo! also re-designed its email client in October of 2013 to make it more responsive and better optimized for mobile devices.
Yahoo by the Numbers
Number of WorldWide users: 281 Million
Number of WorldWide users including hosted infrastructure: 320+ Million
Number of active mobile users: 300+ Million
How much more Yahoo! users spend on electricity compared to Gmail users: $110
How much Yahoo! spent to purchase Four11 for the Rocketmail webmail service, which soon after became Yahoo! Mail: $96 Million
Enjoy the view with Yahoo Mail

Postmaster Services

1. Best practices for bulk mail senders and postmasters for sending to Yahoo Mail
Yahoo! tells senders the best way to get delivered to the inbox is to avoid looking like a spammer. Start here to troubleshoot Yahoo! delivery issues.
2. Troubleshooting SMTP Errors
If you’re mail isn’t getting delivered to Yahoo!, senders should refer to their SMTP logs. Once the bounce code is discovered, review Yahoo!’s list of common SMTP errors for the reason of the error.
3. Yahoo! Complaint Feedback Loop
Yahoo! offers a complaint feedback loop service that is hosted by Return Path. We recommend that you suppress that user immediately from future mailings to maintain a positive reputation with Yahoo!. Note that DomainKeys or DKIM authentication is a requirement to sign up for FBLs.
Yahoo’s Whitelisting Options
There are 2 kinds of priority listings: Internal whitelisting and ReturnPath Certification.
1. Yahoo! Internal Whitelist: Yahoo!’s own whitelist is free, and business’ can sign up for Yahoo!’s whitelisting service here. Although it’s a whitelist, brands that are whitelisted are still subject to certain filters, including user level filtering, content filtering, and URL filtering. While the exact criteria to be accepted into Yahoo!’s whitelist isn’t public, they do require a positive sending reputation. Mailing from a new IP address, such as moving to a new Email Service Provider or adding new IP addresses, will require at least 30 days of reputation before Yahoo! will consider whitelisting.
2. Return Path Certification: Yahoo! also honors the Return Path Certification accreditation program. Return Path Certification also acts as a whitelist, but allows accredited senders to bypass certain filters to reach the inbox. Those accepted into the accreditation program are required to maintain the standards set by Return Path and its participating partners. More information on the Return Path Certification program can be found here.

Mail Infrastructure

1. SPF, DKIM, and DMARC:
Authenticating email with SPF and DKIM is recommended. Yahoo! supports DMARC and the standards that are required.
2. Connection and Throughput:
Servers should be configured to allow for simultaneous connections with throughput set at 20 emails per connection. Rate limiting will occur for high complaints and poor reputation, so use this as a guideline to determine what the optimal setting for you should be.
3. rDNS:
publish a PTR for your sending IPs, and use a Fully Qualified Domain Name (FQDN) so it doesn’t look like a dynamically assigned IP is sending mail.
4. Use a Consistent and Static “From:” address:
Changing domains and sending addresses will benefit senders in which their subscribers whitelist their mailing address. It will also help prevent email campaigns being identified as spam by Yahoo!’s spam filters.


Yahoo! has several partners including AT&T (which includes BellSouth, SBC and Ameritech), Verizon, Rogers, BT, TNZ, ExtraNZ, and Nokia, who utilize Yahoo!’s infrastructure for its customers’ email. Each of these partners has their own filtering at their gateways before it gets handed over to be processed by Yahoo!’s filters, but we have found email sent to these partners should have inbox placements rates that are consistent with direct Yahoo! users.
Yahoo! User Interface

Article refered from Marketer's Field Guide, ReturnPath 2013

Add new comment autor, 18.04.2019
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