Why are my emails going to the promotions tab in Gmail? - Knowledge Base

Summary

Even with list cleaning, SPF, and DKIM in place, improving email deliverability at Yahoo/AOL requires a holistic approach focusing on subscriber consent, engagement, reputation monitoring, and technical configuration. It's crucial to ensure explicit subscriber consent, preferably via double opt-in, and segment lists based on engagement. Monitoring sender reputation using tools and feedback loops is essential for identifying and addressing issues. Technical aspects include validating SPF/DKIM records, checking blacklists, maintaining clean HTML, using dedicated IPs, and warming up IPs gradually. Consistent sending volume, reducing bounce rates, and promptly handling user complaints further enhance deliverability.

Key findings

Subscriber Consent: Explicit subscriber consent via double opt-in is crucial for avoiding deliverability issues.
Engagement: Focusing on highly engaged users boosts sender reputation and deliverability.
Reputation Monitoring: Regularly monitor sender reputation and address feedback loop complaints.
Technical Validation: Validate SPF/DKIM records and check for blacklisting issues.
List Hygiene: Promptly remove unengaged subscribers and manage bounces to maintain a clean list.
AOL Feedback Loop: Actively participating in AOL's Feedback Loop helps address complaints.

Key considerations

Opt-in Method: Review your opt-in process; consider double opt-in for higher quality leads.
Engagement Timeframe: Refine list segmentation based on recent engagement (opens, clicks, site visits).
Dedicated IP: Consider a dedicated IP for better control over sender reputation if sending high volumes.
Yahoo Postmaster: If problems persist, engage with Yahoo through their postmaster channels.
Consistent Sending: Maintain a consistent sending volume to establish a predictable sending pattern.
Clean HTML: Ensure clean HTML coding and accessible email designs to avoid spam triggers.
IP Warmup: Warm up new IPs gradually to establish a positive sending reputation.

What email marketers say

14 marketer opinions

Despite list cleaning and SPF/DKIM setup, improving email deliverability with Yahoo/AOL requires a multifaceted approach. Key strategies include ensuring explicit subscriber consent, employing double opt-in methods, monitoring sender reputation via tools like Sender Score, and promptly addressing feedback loop complaints. Technical aspects involve checking domain blacklists, verifying reverse DNS records, using deliverability testing tools, maintaining clean HTML code, and gradually warming up IP addresses. Consistent sending volume and reducing bounce rates are also crucial. Finally, consider dedicated IPs and Yahoo postmaster tickets for further improvements.

Key opinions

Subscriber Consent: Ensuring explicit consent (double opt-in) from subscribers is crucial for avoiding deliverability issues.
Reputation Monitoring: Regularly monitor sender reputation using tools like Sender Score to identify and address potential problems.
Blacklist Checks: Check your domain against blacklists and verify reverse DNS records as Yahoo/AOL are sensitive to these configurations.
Deliverability Testing: Use deliverability testing tools to preview email appearance in different inboxes (Gmail, Yahoo, AOL).
Engagement Matters: Focus on engaged users and prioritize sending to those who actively interact with your emails to boost sender reputation.
Consistent Volume: Maintaining a consistent sending volume and frequency to establish a predictable sending pattern is essential.
Bounce Rate: Monitor and reduce bounce rates to improve sender reputation.
Feedback Loops: Implement feedback loops and monitor complaints from users.

Key considerations

Opt-in Method: Review the opt-in method for collecting contacts; consider double opt-in for higher quality leads.
Engagement Window: Evaluate the timeframe considered for opens and clicks (e.g., 30 days, 3 months) to refine list segmentation.
Dedicated IP: Consider using a dedicated IP address to manage and control your sender reputation, especially for high email volume.
Yahoo Postmaster: If problems persist with Yahoo, consider submitting a Yahoo postmaster ticket to investigate further.
Content Relevance: Ensure your email content is relevant and engaging to prevent low engagement rates.
Clean HTML: Ensure clean HTML coding helps prevent your email from being flagged as spam.
IP Warmup: When using a new IP address, gradually increase sending volume to establish a positive reputation.

Marketer view

Email marketer from HubSpot Blog explains that using feedback loops to monitor complaints from users helps identify and address issues that might be causing deliverability problems with Yahoo/AOL.

27 Sep 2022 - HubSpot Blog

Marketer view

Marketer from Email Geeks asks about the opt-in method used for collecting contacts and the timeframe considered for opens, suggesting 30 days to 3 months.

5 Dec 2024 - Email Geeks

What the experts say

3 expert opinions

To improve email deliverability with Yahoo/AOL despite existing list cleaning and SPF/DKIM setup, prioritize engagement and feedback. Actively monitor and respond to AOL's feedback loop reports to address user complaints. Focus on sending to highly engaged users to boost your sender reputation. Maintain proper list hygiene by promptly removing unengaged subscribers and those who mark emails as spam.

Key opinions

AOL Feedback Loop: Subscribing to and acting upon AOL's feedback loop is crucial for addressing user complaints and maintaining a positive sender reputation.
Engaged Users: Prioritizing highly engaged users in your sending strategy can significantly boost your sender reputation and improve deliverability.
List Hygiene: Regularly removing unengaged subscribers and those who mark emails as spam is essential for maintaining a good sending reputation.

Key considerations

Feedback Loop Monitoring: Establish a process for monitoring and acting on the information received from the AOL feedback loop.
Engagement-Based Segmentation: Implement a system for segmenting your email list based on user engagement to prioritize sending to active subscribers.
Unsubscribe Handling: Ensure prompt and efficient removal of subscribers who opt-out or mark emails as spam.

Expert view

Expert from Word to the Wise (Laura Atkins) explains that proper list hygiene, including prompt removal of unengaged subscribers and those who mark emails as spam, is crucial. Regularly cleaning your list helps maintain a good sending reputation with ISPs like Yahoo and AOL.

15 Nov 2022 - Word to the Wise

Expert view

Expert from Spam Resource shares that focusing on highly engaged users can significantly boost your sender reputation. By prioritizing sending to those who consistently open and interact with your emails, you can improve deliverability to Yahoo and AOL.

13 Jan 2025 - Spam Resource

What the documentation says

4 technical articles

Even with list cleaning and SPF/DKIM in place, maintaining email deliverability requires a focus on sender authentication, reputation management, and complaint rate monitoring. Proper SPF configuration defines authorized mail servers, while DKIM signatures verify message integrity. Maintaining a positive sender reputation, as assessed by providers like Gmail and Microsoft, is crucial for avoiding filtering and deferrals. Utilizing feedback loops to address user complaints is also essential.

Key findings

Sender Authentication: Bulk senders must properly authenticate emails with SPF and DKIM to improve deliverability and prove legitimacy.
SPF Configuration: SPF records should clearly define authorized mail servers to prevent spoofing and enhance deliverability.
DKIM Signatures: Properly configured DKIM signatures prove message integrity and sender identity, improving trust with email providers.
Sender Reputation: Microsoft and other providers use sender reputation to filter spam. Maintaining a positive reputation is crucial.
Complaint Rate: Keeping complaint rates low is vital for avoiding deliverability issues. Utilize feedback loops to identify and address complaints.

Key considerations

Authentication Review: Regularly review and update SPF and DKIM configurations to ensure accuracy and compliance.
Reputation Monitoring: Proactively monitor sender reputation through available tools and services to detect and address potential problems.
Feedback Loop Implementation: Implement and actively manage feedback loops to quickly identify and resolve issues leading to user complaints.
Sending Practices: Align sending practices with industry best practices to maintain a positive sender reputation with major email providers

Technical article

Documentation from Gmail Help outlines that bulk senders must authenticate their email with SPF and DKIM. Keep complaint rates low, and use the feedback loop to identify campaigns generating complaints. Also, Gmail might temporarily defer emails from senders with poor reputations.

10 Dec 2021 - Gmail Help

Technical article

Documentation from DKIM outlines that properly configured DKIM signatures prove the email hasn't been altered during transit and verifies the sender's identity, which is vital for improving trust with email providers.

19 Jun 2022 - DKIM