How do I access Verizon Media Group (VMG) postmaster and what is the cost?
Michael Ko
Co-founder & CEO, Suped
Published 25 Jul 2025
Updated 16 Aug 2025
8 min read
Understanding email deliverability to major inbox providers is crucial for any sender, especially when it comes to giants like Verizon Media Group (VMG), which includes Yahoo and AOL. These providers handle a massive volume of email, and their filtering decisions significantly impact whether your messages reach the inbox or end up in the spam folder. Gaining insight into how your emails perform on these platforms can provide a competitive edge and help optimize your sending strategy.
Many email marketers and deliverability professionals look for direct access to VMG's postmaster tools, hoping for detailed insights similar to what other providers offer. While VMG does provide email deliverability performance feeds, accessing them isn't as straightforward or universally available as some might expect, and there are significant cost considerations involved.
Understanding VMG postmaster tools
The Verizon Media Group (VMG) Postmaster tools, specifically their Campaign & Placement Feeds, are designed to provide senders with granular data on how their emails are performing within the Yahoo and AOL ecosystems. Unlike free tools such as Google Postmaster Tools, these VMG feeds offer a deeper dive into metrics like inbox placement rates, spam folder delivery, and even campaign-specific performance data. This level of detail is invaluable for large-volume senders, marketing platforms, and email service providers (ESPs) who need to fine-tune their strategies and resolve specific deliverability issues.
The data from VMG helps senders understand potential problems such as bounce errors, throttling, or blocklist (blacklist) issues. By analyzing these feeds, organizations can pinpoint the root causes of their deliverability challenges and implement targeted solutions, leading to improved inbox rates and better campaign ROI. It is a powerful tool for those heavily reliant on reaching Yahoo and AOL users.
These feeds are distinct from the more general promotions and schema features that VMG offers to enhance email display within their inboxes. While schema markup can improve engagement, the Campaign & Placement Feeds are specifically focused on behind-the-scenes deliverability metrics, helping senders diagnose and fix underlying technical or reputation-based issues.
Accessing VMG postmaster tools
Direct access to Verizon Media Group's Campaign & Placement Feeds is not publicly available or self-serve in the way that Yahoo's general postmaster site or Google Postmaster Tools are. Instead, these comprehensive data feeds are primarily offered through strategic partnerships with established email deliverability and analytics platforms. This means that individual brands or smaller senders cannot directly sign up for or access these specific feeds themselves.
If you are a large sender or an ESP, you would typically need to work with a third-party vendor that has a direct agreement with Verizon Media Group to access this data. These vendors integrate the VMG feeds into their own reporting dashboards, providing their clients with the VMG-specific insights alongside other deliverability metrics. It is a more indirect route compared to the direct access provided by other major mailbox providers.
While there are rumors of a potential free component in the future, or more accessible options, as of now, the most robust VMG data feeds remain a premium, paid service. For general inquiries or basic troubleshooting, you might be able to contact Yahoo's general postmaster support through their public contact channels, but this will not provide the deep performance data available through the paid feeds.
The cost of VMG postmaster data
The cost associated with accessing the full suite of Verizon Media Group's Campaign & Placement Feeds is a significant barrier for many organizations. These are premium data services, and the pricing reflects the unique value and comprehensive nature of the insights they provide, particularly for managing reputation and deliverability on Yahoo and AOL domains. The market for this data is highly consolidated, contributing to the high price point.
While exact pricing details are not publicly disclosed, industry rumors suggest that the annual cost for these feeds can reach substantial figures, potentially even in the seven-figure range for large enterprises. This prohibitive expense is largely due to Verizon Media Group maintaining a near-monopoly on this specific type of granular deliverability data for their properties. Without direct competition, they can command a premium price.
For this reason, most brands, even those with significant email programs, typically do not subscribe directly to these feeds. Instead, the primary users are major email service providers, deliverability consulting firms, and large marketing technology platforms that require this data to offer advanced analytics and deliverability optimization services to their own diverse client bases. They absorb the high cost and distribute the value among many customers.
This cost structure highlights the unique position of Verizon Media Group in the email ecosystem, particularly for managing email deliverability during critical sending periods, like seasonal campaigns. The investment is typically justified only when email deliverability to VMG domains has a direct and substantial impact on a business's revenue or operational efficiency, making the granular data a necessity rather than a luxury.
Alternative approaches for VMG deliverability
Given the prohibitive cost of VMG's premium data feeds, most senders must rely on alternative strategies to optimize their deliverability to Yahoo and AOL. The foundation of good deliverability remains consistent across all major mailbox providers, focusing on sender reputation, proper authentication, and engaging content. Implementing these best practices is often more impactful than any single data feed.
Focus on maintaining a strong sending reputation. This includes consistently sending desired content, managing recipient engagement, and promptly removing inactive or bouncing addresses from your lists. VMG (Yahoo/AOL) is known for being particularly sensitive to recipient engagement, so low open or click rates, combined with high complaint rates, can quickly lead to emails being sent to the spam folder or even getting your sending IP (or domain) placed on a blocklist or blacklist.
Email authentication: Ensure your emails are properly authenticated with SPF, DKIM, and DMARC. These protocols verify the legitimacy of your emails and are critical for gaining trust with VMG and other mailbox providers. DMARC reports from Yahoo are available and can provide some insights into authentication failures.
BIMI implementation: Verizon Media Group (including Yahoo Mail) has been a leader in adopting Brand Indicators for Message Identification (BIMI). Implementing BIMI, along with a Verified Mark Certificate (VMC), can display your brand's logo next to your email in the inbox, enhancing trust and engagement.
Engagement and list hygiene: Segment your lists, send relevant content, and regularly remove unengaged subscribers or those leading to bounces. High engagement is a strong positive signal, while low engagement and high complaint rates can significantly damage your reputation with VMG.
While direct access to VMG's premium data feeds may be out of reach for many, a solid foundation of email deliverability best practices, combined with diligent monitoring of your general sending metrics, will go a long way in ensuring your emails consistently reach the inboxes of Yahoo and AOL users.
Views from the trenches
Best practices
Maintain a consistent sending volume and pattern to build trust with VMG's filtering systems, especially during peak seasons.
Prioritize list hygiene by regularly removing inactive or invalid email addresses to reduce bounces and spam trap hits.
Implement strong email authentication protocols, including SPF, DKIM, and DMARC, for all your sending domains.
Monitor your engagement rates, particularly for Yahoo and AOL recipients, as high engagement boosts your sender reputation.
Actively encourage subscribers to whitelist your email address to ensure your messages bypass spam filters.
Common pitfalls
Sending to old or unengaged lists, which leads to high bounce rates and spam complaints.
Ignoring DMARC reports, missing critical insights into authentication failures that can impact VMG deliverability.
Making drastic changes to sending volume or content without proper IP warm-up, triggering VMG's spam algorithms.
Failing to set up a valid feedback loop, missing opportunities to quickly remove users who mark your emails as spam.
Not segmenting your audience and sending irrelevant content, leading to low engagement and higher spam complaints.
Expert tips
Leverage the free DMARC aggregate reports, even if not VMG specific, to identify potential authentication issues.
Consider using a reputable email service provider that already has established relationships and good sending reputation with VMG.
Focus on personalized and valuable content to naturally increase engagement and reduce spam complaints from VMG users.
If possible, get a Verified Mark Certificate (VMC) to display your brand logo via BIMI in Yahoo Mail, enhancing trust and visibility.
Regularly review your sender reputation using general tools to catch any potential issues before they severely impact VMG deliverability.
Marketer view
A marketer from Email Geeks says that Verizon Media Group's Campaign and Placement Feeds are a paid service, but there might be a free version in the future. They noted that many major delivery reporting platforms already provide this data by paying Verizon for access.
2021-05-08 - Email Geeks
Marketer view
A marketer from Email Geeks says they are impressed with VMG's commitment to initiatives like BIMI, noting that Yahoo was also a leader in DKIM adoption. They expressed a desire for VMG to make their postmaster data more accessible, similar to Google Postmaster Tools, without such high costs.
2021-05-09 - Email Geeks
Navigating VMG deliverability
Accessing the advanced Verizon Media Group (VMG) Postmaster Campaign & Placement Feeds is a specialized and costly endeavor, primarily available through third-party deliverability platforms. While these feeds offer unparalleled insights into Yahoo and AOL deliverability, their significant expense means they are typically only utilized by large enterprises and email service providers.
For the majority of senders, focusing on fundamental email deliverability best practices, such as maintaining strong sender reputation, robust authentication with SPF, DKIM, and DMARC, and nurturing subscriber engagement, remains the most effective and accessible path to optimizing inbox placement on VMG domains. These foundational elements are universally beneficial and often yield better results than relying solely on paid data feeds.
