Summary
Gaining access to Yahoo's Campaign and Performance Feeds as an ESP is not guaranteed and is at Yahoo's discretion. While you can apply by emailing mail-questions@yahooinc.com, several factors influence your chances. Building a strong sender reputation through consistent sending practices and proper email authentication (SPF, DKIM, DMARC) is critical. Actively participating in feedback loops to improve sending practices is also key. It's noted that larger ESPs with established reputations may have a higher likelihood of access. While awaiting access, ESPs should utilize the Complaint Feedback Loop (CFL) and anticipate future tools from Yahoo's Sender Hub. Proactive monitoring of sender reputation, robust complaint handling, and patience are essential.
Key findings
- Discretionary Access: Yahoo reserves the right to grant access to the feeds.
- Reputation is Key: Building a strong sender reputation is essential for consideration.
- Authentication Matters: Implementing SPF, DKIM, and DMARC is crucial for credibility.
- Feedback Loops are Important: Actively participating in feedback loops improves chances of access and overall deliverability.
- Size Matters: Larger ESPs with established reputations may have an advantage.
- Future Tools are Coming: Yahoo's Sender Hub will offer improved insights, potentially replacing the need for direct feed access.
Key considerations
- Email Application: Send a formal application to mail-questions@yahooinc.com, but understand it is not a guarantee.
- Build a Reputation: Focus on consistent sending practices and positive engagement to improve your sender reputation.
- Implement Authentication: Ensure proper implementation of SPF, DKIM, and DMARC records.
- Participate in FBLs: Actively monitor and respond to feedback loops to identify and resolve deliverability issues.
- Monitor Sender Hub: Stay updated on the development and features of the Yahoo Sender Hub.
- Be Patient: The process can take time, and access may not be granted immediately.
- Complaint Handling: Establish clear and effective processes for handling user complaints.
- Proactive Monitoring: Implement tools and processes to proactively monitor your sender reputation and deliverability metrics.
What email marketers say
8 marketer opinions
Gaining access to Yahoo's Campaign and Performance Feeds as an ESP is not guaranteed. Yahoo reserves the right to decide who gets access, often favoring larger ESPs with established reputations. Proactively monitoring sender reputation, implementing robust authentication practices (SPF, DKIM, DMARC), and having a clear process for handling complaints are crucial steps. While waiting for feed access, leveraging available feedback loops and watching the Yahoo postmaster blog for future tool releases are recommended. Patience is also key, as access may not be immediate.
Key opinions
- Access Limited: Yahoo reserves the right to grant access.
- Reputation Matters: Established reputation increases chances.
- Authentication Crucial: Robust authentication (SPF, DKIM, DMARC) is essential.
- Future Tools: Better tools may be available in the future on Sender Hub.
Key considerations
- Monitor Reputation: Proactively monitor sender reputation.
- Complaint Handling: Have a clear complaint handling process.
- Feedback Loops: Leverage available feedback loops.
- Be Patient: Access may not be immediate; be patient.
Marketer view
Marketer from Email Geeks shares that access to Yahoo's Campaign and Performance Feeds has been elusive for many years, suggesting waiting until it's publicly available while also pointing to a blog post indicating improved tools are coming.
25 Sep 2022 - Email Geeks
Marketer view
Email marketer from Reddit shares that generally, larger ESPs with established reputations and significant email volume are more likely to be granted access to Yahoo's feeds due to the need for responsible usage and data handling.
10 Oct 2024 - Reddit
What the experts say
2 expert opinions
To improve your chances of gaining access to Yahoo's Campaign and Performance Feeds, building a strong sender reputation through consistent sending practices and adhering to email authentication standards like SPF, DKIM, and DMARC is essential. Actively participating in feedback loops is also critical, as leveraging them to improve sending practices can significantly increase your chances of being granted access to the Yahoo feeds.
Key opinions
- Reputation First: A good sender reputation is a prerequisite for accessing sensitive resources.
- Authentication Matters: Adhering to SPF, DKIM, and DMARC standards is essential.
- Feedback Loops Key: Actively participating in feedback loops is critical.
- Improve Practices: Using feedback loops to improve sending practices enhances access chances.
Key considerations
- Build Reputation: Focus on building and maintaining a strong sender reputation.
- Implement Authentication: Ensure proper implementation of SPF, DKIM, and DMARC.
- Participate in FBLs: Actively engage with feedback loops to identify and address issues.
- Monitor and Improve: Continuously monitor sending practices and improve based on feedback.
Expert view
Expert from Word to the Wise (Laura Atkins) explains that actively participating in feedback loops is critical. If you can't get direct feed access immediately, leverage available feedback loops to improve sending practices, and then you will have a much better chance of getting access to the Yahoo feeds.
5 Oct 2021 - Word to the Wise
Expert view
Expert from Spam Resource (John Levine) explains that building a good sender reputation with consistent sending practices and adhering to email authentication standards (SPF, DKIM, DMARC) is essential before requesting access to sensitive resources like Yahoo's feeds.
21 Jan 2025 - Spam Resource
What the documentation says
3 technical articles
To apply for Yahoo's Campaign and Performance Feeds program, ESPs should email mail-questions@yahooinc.com, but access is granted at Yahoo's discretion. Utilizing the Complaint Feedback Loop (CFL) can help identify and address deliverability issues. The upcoming Sender Hub is expected to provide better insights directly, suggesting ESPs should anticipate these enhanced tools as an alternative or supplement to feed access.
Key findings
- Application Process: Apply via mail-questions@yahooinc.com.
- Discretionary Access: Access is granted at Yahoo's discretion.
- CFL Benefits: The Complaint Feedback Loop (CFL) helps identify deliverability issues.
- Future Tools: The Sender Hub will provide improved insights.
Key considerations
- Email Application: Send a formal application to mail-questions@yahooinc.com.
- Utilize CFL: Implement and monitor the Complaint Feedback Loop (CFL).
- Monitor Sender Hub: Stay updated on the release and features of the Sender Hub.
- Accept Discretion: Understand that access to feeds is not guaranteed.
Technical article
Documentation from Senders.yahooinc.com details that the Complaint Feedback Loop (CFL) allows senders to receive reports about user complaints, helping them identify and address deliverability issues. ESPs can access this by following instructions on the page.
12 Nov 2024 - Senders.yahooinc.com
Technical article
Documentation from Yahoo outlines that the Sender Hub will offer better insights directly, suggesting that ESPs should anticipate these enhanced tools rather than focusing solely on feed access.
8 Mar 2022 - Yahoo
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