What DNS records are required for the new Yahoo Complaint Feedback Loop (CFL) and can ESPs manage this for clients?

Key findings

• DNS TXT Record: For individual senders or domains, a specific DNS TXT record is required to verify domain ownership and enroll in the new Yahoo CFL via the Sender Hub.
• DKIM Authentication: The Yahoo CFL specifically supports DKIM-signed emails, making proper DKIM configuration essential for receiving complaint data.
• ESPs and Double Signing: Many ESPs double-sign emails with their own DKIM domains, allowing them to register and manage the CFL on behalf of their clients without clients needing to add new DNS records.
• Parallel Operation: Yahoo's old FBLs might still be operational in parallel for a transitional period, but the new Sender Hub is the intended method for future complaint data.

Key considerations

• Proactive Communication: ESPs should proactively inform clients about these changes and clarify any required actions for maintaining complaint feedback.
• Complaint Discrepancies: If complaint rates suddenly drop or differ from other sources (e.g., SNDS), investigate whether the new Yahoo CFL setup is correctly implemented by your ESP or yourself.
• Direct Management: Senders not using ESPs that double-sign, or those preferring direct control, should consider enrolling their own DKIM domains directly in the Yahoo Sender Hub. More information on setting this up can be found on EmailKarma.net.
• Spam Folder Impact: Emails delivered directly to the spam folder typically do not generate FBL complaints, as there is no 'this is spam' button within that folder.
• Regular Monitoring: Keep an eye on Yahoo Postmaster Tools for any further announcements or changes regarding FBLs.

Key opinions

• Lack of Vendor Advice: Many marketers were not proactively advised by their ESPs about the new Yahoo CFL requirements until they noticed a significant drop or absence of complaint reports.
• Discrepancy in Complaints: There are reported discrepancies between complaint numbers received from official ISP tools (like SNDS) and those reported by ESPs, suggesting potential flaws in vendor complaint processing.
• Vendor Transparency: Some marketers suspect their ESPs might be consolidating FBL data for multiple clients into a single mailbox, leading to lost or unprocessed complaints.
• Desire for Self-Management: A common sentiment is that managing FBLs directly might be preferable if ESPs cannot reliably handle the process.
• Impact on Deliverability: Without accurate and timely complaint feedback, marketers struggle to maintain good sender reputation and inbox placement, leading to emails potentially landing in spam.

Key considerations

• Vendor Communication: Actively inquire with your ESP about their plan for the new Yahoo CFL and any required actions on your part. Do not assume they are handling everything automatically.
• Verify Complaints: Cross-reference complaint data from your ESP with official ISP tools like Google Postmaster Tools and Yahoo's Sender Hub to identify discrepancies. This is key to accurately monitoring complaint rates.
• Understand DKIM: Familiarize yourself with how your emails are DKIM-signed. This knowledge is crucial for troubleshooting and understanding if your ESP can manage CFL registration on your behalf. More about this can be found in our guide on which ISPs use DKIM domains for FBLs.
• Consider Direct Enrollment: If your ESP is not providing reliable FBL data, explore registering your DKIM domain directly with Yahoo's Sender Hub to receive complaints independently. Authenticating your emails with DKIM is essential for CFL eligibility, as highlighted by Quinset.

Key opinions

• Old FBLs Transitioning: The existing Yahoo FBLs are being retired, and all senders need to transition to the new CFL system within the Sender Hub. This means the old reports will cease.
• ESP Double Signing: ESPs that utilize double DKIM signing can manage the Yahoo CFL registration on behalf of their clients using their own DKIM domain, negating the need for client-side DNS record additions.
• Direct Client Management: If an ESP does not double-sign or manage the CFL, clients must register their own DKIM domain with Yahoo and publish the required TXT record.
• Verification Key: The new CFL setup requires a specific verification key (TXT record) to be published in DNS to prove domain ownership for FBL registration.
• Multiple FBLs: It is possible to have multiple FBL emails for a single message, provided there are valid sign-ups for each.

Key considerations

• Verify ESP Capabilities: Clients should confirm with their ESP whether they are double-signing emails and if they are actively managing the Yahoo CFL enrollment on their behalf. If not, clients may need to set up their own DKIM records.
• Independent FBL Setup: For senders concerned about ESP FBL processing, it's advised to verify their own DKIM d= domain using tools like AboutMy.Email and register directly with Yahoo for their own CFL access.
• DNS Management: The requirement for a new TXT record for Yahoo CFL enrollment means that some level of DNS management or collaboration with your DNS provider will be necessary, either by your ESP or directly by you. Our guide on DNS record updates for Gmail/Yahoo requirements provides further context.
• No Complaints from Spam Folder: Understand that if your emails are consistently landing in the spam folder, you will not receive FBL complaints from users, as they cannot report spam from that location. This can distort actual complaint rates if not accounted for.

Key findings

• TXT Record for Verification: A DNS TXT record is essential for proving domain ownership within the Yahoo Sender Hub, which is required to enroll in the Complaint Feedback Loop (CFL).
• DKIM Requirement: The Yahoo CFL only supports DKIM-signed emails. This means that emails must be properly authenticated with DKIM for complaint data to be generated and received.
• Sender Hub Centralization: The Yahoo Sender Hub is designed as the new central interface for managing CFL and gaining insights into email deliverability to Yahoo Mail users.
• Domain and IP Authentication: Beyond CFL specific records, general Yahoo and Google bulk sender requirements for 2024 mandate proper email authentication (SPF, DKIM, DMARC) and valid forward/reverse DNS (PTR) records for all sending IPs.

Key considerations

• Adherence to DKIM Standards: Ensure your email infrastructure is configured for proper DKIM signing on all outgoing mail to be eligible for Yahoo's CFL. Review common DKIM selectors to confirm correct setup.
• DNS Record Publication: Publish the specific TXT record provided by Yahoo within your domain's DNS settings to complete the CFL enrollment process.
• Holistic Authentication: Beyond CFL, maintain compliance with all major provider requirements by implementing robust SPF, DKIM, and DMARC configurations. This ensures broader email compliance.
• Monitor Yahoo Announcements: Regularly check the Yahoo Postmaster Blog for official updates and announcements regarding the Sender Hub and CFL program, such as their post announcing the new Sender Hub dashboard: It's Here: Meet the New Sender Hub Dashboard.