Summary
Bounce rate spikes at Verizon Media Group (VMG), encompassing Yahoo and AOL, are complex. Root causes range from VMG-specific issues like server maintenance or stricter filtering, to sender-controlled factors. Reputation damage due to poor list hygiene (old/unengaged addresses, spam traps), low engagement, and blocklisting significantly impact deliverability. Technical aspects like misconfigured SPF/DKIM/DMARC authentication cause rejections. Further, changes in user behavior (spam reporting), algorithm updates by VMG, and improper handling of bounce codes compound the problem. Analyzing bounce messages and utilizing VMG's Postmaster Tools are crucial for diagnosis and resolution.
Key findings
- VMG as Yahoo/AOL: Verizon Media Group includes both Yahoo and AOL domains.
- Reputation Impact: Poor sender reputation heavily influences bounce rates.
- Technical Configurations: Incorrect SPF, DKIM, and DMARC configurations lead to rejections.
- List Hygiene Matters: Outdated lists with spam traps significantly increase bounces.
- Engagement is Key: Low user engagement can trigger throttling and blocking.
- Bounce Code Significance: Analyzing bounce codes is critical for understanding failure reasons.
- Algorithmic Shifts: VMG may have updated spam filtering algorithms.
Key considerations
- Monitor Reputation: Routinely monitor IP and domain reputation using available tools.
- Implement Authentication: Ensure proper setup and validation of SPF, DKIM, and DMARC records.
- Practice List Hygiene: Regularly clean email lists by removing inactive and invalid addresses.
- Analyze Bounce Messages: Thoroughly analyze bounce message content to identify specific issues.
- Address Blocklisting: Check IP/domain against common blocklists and take corrective action if listed.
- Utilize Postmaster Tools: Leverage Verizon Media Postmaster Tools for reputation monitoring and diagnostics.
- Review VMG Policies: Stay informed about any changes in VMG's sending policies and requirements.
- Contact Support: Reach out to the address provided in bounce messages, and if needed, escalate via Yahoo postmaster page.
- Address Segmentation: Carefully review audience segmentation and targeting practices
What email marketers say
9 marketer opinions
Bounce rate spikes with Verizon Media Group (Yahoo/AOL) can stem from several factors. Technical issues like server problems or policy changes at Verizon Media Group's end, or shifts in their spam filtering practices can all cause bounces. Sending practices, such as poor list hygiene (outdated or unengaged emails, spam traps), poor IP reputation, or content being flagged as spam can lead to blocks and bounces. Also, not following email authentication best practices (SPF, DKIM, DMARC) can cause Verizon Media Group to reject emails.
Key opinions
- Filtering Changes: Verizon Media Group may have updated spam filters.
- List Hygiene: Outdated lists and spam traps can increase bounces.
- Reputation Impact: Poor IP reputation leads to higher bounce rates.
- Authentication Issues: Incorrect SPF/DKIM records cause rejected emails.
- Engagement Impact: Low engagement can result in email blocking.
- Policy Change: Recipient server implementing a new policy.
Key considerations
- Monitor Reputation: Regularly check your IP and domain reputation.
- Authenticate Email: Ensure SPF, DKIM, and DMARC are correctly set up.
- Clean Email Lists: Remove inactive or unengaged addresses.
- Content Review: Assess email content for potential spam triggers.
- Monitor Engagement: Monitor the engagement rates on emails sent to Verizon domains.
- Review Policies: Review recent changes in Verizon Media Group policies.
Marketer view
Email marketer from EmailOversight Blog explains that Verizon Media Group (Yahoo/AOL) can be tricky. Temporary issues like overloaded servers or maintenance can cause spikes. Also, stricter filtering or reputation changes can lead to increased bounces.
27 Jun 2022 - EmailOversight Blog
Marketer view
Email marketer from Mailgun shares that high bounce rates will cause email providers like Verizon Media Group to throttle or block emails. Low engagement signals could be the cause, meaning you need to be sending emails that people want to receive.
4 Apr 2023 - Mailgun
What the experts say
8 expert opinions
Bounce rate spikes with Verizon Media Group (Yahoo/AOL) can be attributed to multiple factors. These include reputation problems, changes in audience segmentation, address purging, and VMG decommissioning unused addresses. It's crucial to analyze bounce messages for specific reasons. Technical configurations like email authentication (SPF, DKIM, DMARC) are important and blocklisting can contribute to higher bounce rates. Changes in spam detection algorithms and user behavior, as well as infrastructure issues, can also play a role. Incorrect handling of bounce codes further exacerbates the problem.
Key opinions
- VMG Identity: Verizon Media Group encompasses Yahoo and AOL.
- Reputation Issues: Bounce spikes likely tied to sender reputation.
- Bounce Analysis: Reading bounce messages is crucial for diagnosis.
- Authentication Importance: Correct SPF, DKIM, and DMARC setup is vital.
- Blocklisting Impact: Increased blocklisting use can raise bounce rates.
- Behavioral Shifts: Changes in user spam reporting impact delivery.
- Bounce Management: Improper bounce handling causes further issues.
Key considerations
- Audience Segmentation: Review audience targeting and segmentation practices.
- Address Purging: Actively purge unengaged and invalid addresses.
- Bounce Message Analysis: Thoroughly analyze bounce messages for root causes.
- Authentication Verification: Verify correct SPF, DKIM, and DMARC configuration.
- Blocklist Monitoring: Check IP/domain against common blocklists.
- Bounce Handling: Implement proper bounce management procedures.
- Yahoo Escalation: Escalate through Yahoo postmaster page if needed.
Expert view
Expert from SpamResource explains that blocklisting can result in bounce rate spikes if Verizon Media Group starts using a particular blocklist more aggressively. Checking your IP and domain against common blocklists is advisable.
14 Jun 2022 - SpamResource
Expert view
Expert from Email Geeks emphasizes the importance of reading bounce messages, highlighting that ISPs craft them to communicate specific information to senders.
27 Aug 2021 - Email Geeks
What the documentation says
5 technical articles
Bounce rate spikes with Verizon Media Group can be understood by analyzing SMTP reply codes (RFC 5321), which differentiate between permanent (5xx) and temporary (4xx) failures. Bounce messages contain vital information about delivery failures, potentially due to invalid addresses, blocked senders, or policy violations. Exceeding sending limits or violating policies (as outlined in Microsoft Learn) can lead to bouncebacks. The Verizon Media Postmaster Tools helps monitor sending reputation and identify deliverability problems. Examining bounce codes (SparkPost Documentation) can reveal patterns in delivery failures.
Key findings
- SMTP Codes: 5xx codes indicate permanent failures, 4xx temporary.
- Bounce Message Data: Bounce messages contain delivery failure details.
- Policy Violations: Exceeding sending limits causes bouncebacks.
- Reputation Monitoring: Postmaster tools monitor sending reputation.
- Code Analysis: Analyzing bounce codes reveals failure patterns.
Key considerations
- Code Interpretation: Understand meaning of SMTP reply codes.
- Message Analysis: Carefully analyze bounce message content.
- Policy Compliance: Adhere to sending limits and policies.
- Tool Utilization: Use postmaster tools for reputation monitoring.
- Pattern Identification: Identify trends in bounce codes to address issues.
Technical article
Documentation from SparkPost Documentation outlines common bounce codes and their meanings. Analyze bounce codes from Verizon Media Group to understand the specific reasons for delivery failures and identify patterns.
18 Mar 2025 - SparkPost Documentation
Technical article
Documentation from Google Workspace Admin Help explains that bounce messages contain valuable information about why an email couldn't be delivered, and they should be analyzed to understand the cause of increased bounce rates. Common reasons include invalid recipient addresses, blocked senders, or policy violations.
27 Sep 2024 - Google Workspace Admin Help
