Summary
Soft bounces at Yahoo and AOL for opted-in weekly newsletters are a multifaceted issue. While temporary problems like full inboxes, server outages, or oversized messages contribute, persistent soft bounces often signal deeper problems. These include sender reputation issues (particularly if your IP isn't well-known to Yahoo/AOL, triggering TS04 bounces), strict filtering policies by Yahoo and AOL, poor list quality (stale addresses), spam-flagged content, blacklisted IPs/domains, and volume spikes. Addressing these requires a multi-pronged approach: submitting tickets via the Yahoo Senders Portal, actively managing and monitoring sender reputation and blocklist status, ensuring proper email authentication (SPF, DKIM, DMARC), practicing diligent list hygiene, and optimizing email content to avoid spam triggers and reduce file size.
Key findings
- Temporary Issues: Full mailboxes, server outages, and message size limitations can cause soft bounces.
- Sender Reputation: Poor sender reputation with Yahoo and AOL, especially if the IP is unfamiliar, leads to increased filtering and soft bounces. TS04 errors are a key indicator.
- Stricter Filtering: Yahoo and AOL are known for stricter filtering policies, especially for bulk mail, making newsletters more susceptible to soft bounces.
- List Quality: Stale email addresses and unengaged subscribers on opted-in lists can negatively impact deliverability.
- Content & Infrastructure: Content flagged as spam, blacklisted IPs/domains, and high email volume without established reputation contribute to soft bounces.
- 421 Errors: 421 Errors are common, especially at Yahoo
Key considerations
- Yahoo Senders Portal: Utilize the Yahoo Senders Portal to address TS04 delays and establish a sending reputation.
- Reputation Management: Proactively monitor and manage sender reputation using tools like Google Postmaster Tools and feedback loops.
- Authentication: Implement and maintain robust email authentication (SPF, DKIM, DMARC).
- List Hygiene: Regularly clean email lists by removing unengaged subscribers and validating email addresses.
- Content Optimization: Optimize email content to avoid spam triggers and reduce file size, especially images.
- Blocklist Monitoring: Monitor blocklist status and take immediate action to delist if necessary.
What email marketers say
14 marketer opinions
Soft bounces at Yahoo and AOL for opted-in weekly newsletters can stem from various factors. Temporary issues like full mailboxes, server outages, or oversized messages are common causes. However, persistent soft bounces often indicate deeper problems, including sender reputation issues, strict filtering policies by Yahoo and AOL, poor list quality (stale addresses), spam-flagged content, or blacklisted IPs/domains. Proper email authentication (SPF, DKIM, DMARC), regular list hygiene, monitoring sender reputation, and optimizing email content and size are crucial for mitigating soft bounces.
Key opinions
- Temporary Issues: Full mailboxes, server outages, and oversized messages can cause soft bounces.
- Sender Reputation: Poor sender reputation due to low engagement or spam complaints can lead to increased soft bounces.
- Strict Filtering: Yahoo and AOL employ stricter filtering policies, especially for bulk mail, triggering soft bounces.
- List Quality: Stale email addresses and unengaged subscribers contribute to deliverability problems.
- Content Issues: Content flagged as spam can result in soft bounces, necessitating review of email content.
- Technical Configuration: 421 Errors are a common thing at Yahoo since March.
Key considerations
- Authentication: Implement and maintain proper email authentication (SPF, DKIM, DMARC) to improve sender reputation.
- List Hygiene: Regularly clean email lists to remove unengaged subscribers and reduce stale addresses.
- Reputation Monitoring: Monitor sender reputation using tools like Google Postmaster Tools and address any issues promptly.
- Content Optimization: Optimize email content to avoid spam triggers and reduce email size (especially images).
- Yahoo Sender Portal: If TSS04/421 errors are high, submit a ticket with the Yahoo Sender Portal
Marketer view
Email marketer from Litmus Blog shares that soft bounces can occur due to temporary issues with the recipient's server or mailbox. However, consistently high soft bounce rates can indicate a more significant deliverability problem that needs attention.
15 Feb 2024 - Litmus Blog
Marketer view
Email marketer from Reddit explains that Yahoo and AOL often implement stricter filtering policies, especially for bulk mail. If your content or sending practices trigger these filters, soft bounces are more likely. They recommend reviewing content and authentication.
5 Oct 2023 - Reddit
What the experts say
4 expert opinions
Soft bounces at Yahoo and AOL for opted-in weekly newsletters are often linked to sender reputation issues, especially if your IP address and sending history are not well-established with these ISPs. Specific issues can include TS04 bounces, volume spikes, spam complaints, and being listed on blocklists. Addressing these requires submitting tickets via the Yahoo Senders Portal, monitoring blocklist status, ensuring proper email authentication, and practicing good list hygiene.
Key opinions
- TS04 Bounces: Experiencing TS04 bounces suggests your IP address and sending history are not well-known to Yahoo/AOL.
- Sender Reputation: Soft bounces can indicate underlying sender reputation problems with Yahoo and AOL.
- Blocklist Listing: Being listed on blocklists can lead to soft bounces as ISPs temporarily reject emails.
Key considerations
- Yahoo Senders Portal: Submit a ticket via the Yahoo Senders Portal to address TS04 delays and IP recognition issues.
- Reputation Management: Monitor and actively manage your sender reputation to improve deliverability.
- Blocklist Monitoring: Regularly check your IP address against blocklists and take steps to be removed if listed.
- Authentication & List Hygiene: Ensure proper email authentication and maintain a clean, engaged subscriber list.
Expert view
Expert from Word to the Wise explains that soft bounces can be a sign of sender reputation issues, especially with stricter ISPs like Yahoo and AOL. They advise monitoring your reputation and ensuring proper authentication and list hygiene.
10 Jun 2022 - Word to the Wise
Expert view
Expert from Spam Resource explains that being listed on certain blocklists can cause deliverability issues, leading to soft bounces as ISPs may temporarily reject emails from listed IPs. They stress the importance of monitoring blocklist status.
25 Aug 2024 - Spam Resource
What the documentation says
4 technical articles
Soft bounces are temporary delivery failures that can occur for various reasons, including full inboxes, temporary server issues, or content triggering spam filters. While typically transient, persistent soft bounces can signal underlying problems like poor sender reputation. Google Postmaster Tools highlights the importance of maintaining a positive sender reputation to avoid increased filtering and deliverability issues.
Key findings
- Temporary Issues: Soft bounces primarily result from temporary problems like full inboxes or server unavailability.
- Content Related: Content issues, such as being flagged as spam, can also cause soft bounces.
- Sender Reputation: A poor sender reputation can lead to increased filtering and soft bounces.
- Automatic Retries: Email service providers like Amazon SES and Mailjet typically retry sending messages that result in soft bounces.
Key considerations
- Monitor Reputation: Regularly monitor sender reputation using tools like Google Postmaster Tools.
- Address Content Issues: Review email content to avoid spam triggers and improve deliverability.
- Handle Temporary Issues: Understand that temporary issues are often automatically resolved, but persistent problems require investigation.
- Implement Best Practices: Follow email deliverability best practices to maintain a positive sender reputation.
Technical article
Documentation from Mailjet explains that soft bounces can be caused by a variety of issues, including temporary server problems, full inboxes, or content-related issues like spam filters. They are temporary, and Mailjet will try resending.
28 Jul 2021 - Mailjet Documentation
Technical article
Documentation from RFC Editor specifies that soft bounces indicate a temporary condition that prevents delivery of an email message. The condition is expected to be resolved in the future, allowing the message to be delivered successfully on a subsequent attempt.
14 Aug 2023 - RFC Editor
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