Summary
The increase in Yahoo FBL reports starting around July 6th is attributed to a combination of factors. Some experts suggest it's not necessarily due to more complaints but rather a new feedback loop system going live. However, changes in Yahoo's spam filtering rules, stricter list hygiene enforcement, and adjustments to FBL reporting mechanisms are significant contributors. Additionally, issues like compromised sender reputations, email authentication problems, phishing prevention efforts, changes in subscriber demographics/engagement levels, and sending to older/unengaged lists play a role. Regularly monitoring IP/domain reputation, ensuring proper authentication, and keeping lists healthy are essential.
Key findings
- New FBL System: A new feedback loop system may contribute to increased reports, regardless of actual complaints.
- Spam Filter Changes: Yahoo might have updated spam filtering algorithms, leading to more spam flags.
- List Hygiene Policies: Stricter list hygiene enforcement by Yahoo affects deliverability.
- Authentication Problems: Sudden increases could signal issues with SPF, DKIM, or DMARC.
- Phishing Prevention: Efforts to combat phishing may inadvertently flag legitimate emails.
- Subscriber Base Changes: Shifts in demographics or engagement affect spam reporting rates.
- Sending to Old Lists: Using aged or newly acquired lists increases the risk of spam complaints.
- Algorithm Changes: Tightened restrictions on what is considered permission based marketing.
Key considerations
- Review Reputation: Check IP and domain reputation for potential compromises.
- Verify Authentication: Confirm correct configuration of SPF, DKIM, and DMARC settings.
- Maintain List Health: Practice ongoing list hygiene and engagement monitoring.
- Monitor Sending Practices: Analyze recent changes to sending volume, content, and acquisition.
- Examine FBL data: Assess feedback loop data to understand the nature and source of complaints.
- Evaluate Subscribers: Changes in subscriber demographics and engagement levels to identify potential issues.
What email marketers say
12 marketer opinions
The increase in Yahoo FBL (Feedback Loop) reports starting around July 6th has been attributed to several potential factors. These include changes in Yahoo's spam filtering algorithms, stricter enforcement of list hygiene policies, and adjustments to FBL reporting mechanisms. Additionally, the issue could stem from compromised sender reputations, email authentication problems, phishing prevention efforts, or sending to older/unengaged lists. Monitoring IP/domain reputation and recent changes in subscriber engagement are also crucial.
Key opinions
- Algorithm Changes: Yahoo may have updated its spam filtering algorithms, causing more emails to be flagged as spam.
- List Hygiene: Yahoo might be more aggressively enforcing policies on list hygiene, impacting deliverability.
- FBL Reporting: Changes in Yahoo's FBL reporting mechanisms could lead to an apparent increase in reports.
- Authentication Issues: Sudden spikes may indicate problems with SPF, DKIM, or DMARC configurations.
- Phishing Prevention: Efforts to combat phishing could inadvertently flag legitimate emails.
- List Quality: Sending to newly acquired or aged lists can result in more spam complaints.
- Engagement Impact: Tighter restrictions on permission based marketing and penalising emails where there has not been recent interaction or engagement.
Key considerations
- Check IP/Domain Reputation: Ensure your IP and domain reputation haven't been compromised.
- Review Authentication Settings: Verify that SPF, DKIM, and DMARC settings are correctly configured.
- Monitor Engagement: Keep a close watch on subscriber engagement levels and list hygiene.
- Examine Sending Practices: Check recent changes to sending volumes, list acquisition, or email content.
- Investigate Duplicate Reports: Investigate and address potential issues if receiving multiple FBLs for the same complaint.
- Filter Settings: The provider algorithm is penalising emails where there has not been recent interaction or engagement.
Marketer view
Email marketer from Reddit user MailGuru shares that the observed increase might be related to Yahoo adjusting its spam filtering algorithms. Messages previously delivered may now be flagged as spam, triggering more FBL reports.
11 Mar 2024 - Reddit
Marketer view
Email marketer from Twitter notes that it's crucial to check IP and domain reputation when experiencing a sudden jump in FBL reports, as a compromised IP or domain can cause a surge in complaints.
27 Dec 2022 - Twitter
What the experts say
4 expert opinions
The increase in Yahoo FBL reports starting around July 6th appears to be multifaceted. While data indicates a potential rise in overall volume, it's suggested that this isn't necessarily due to more complaints, but rather a new feedback loop system going live. External factors like changes in Yahoo's spam filtering and a shift in subscriber demographics/engagement levels are also cited as contributing factors to the observed increase in FBL reports.
Key opinions
- Increased Volume: Graphs suggest a possible increase in FBL volume.
- New System: A new feedback loop system may be responsible for the increase in reported FBLs, not necessarily an increase in actual complaints.
- Spam Filter Changes: Changes in Yahoo's spam filtering rules may lead to more users reporting emails as spam.
- Demographic Shift: Changes in subscriber demographics and engagement levels could contribute to increased spam reports.
Key considerations
- Distinguish Complaints vs. Reports: Determine if the increase is due to more complaints or simply more FBL reports from the new system.
- Monitor Spam Filters: Keep abreast of changes to Yahoo's spam filtering rules and adapt sending practices accordingly.
- Evaluate Subscriber Base: Analyze subscriber demographics and engagement levels to identify potential issues.
- Review FBL Data: Assess feedback loop data to understand the nature and source of complaints.
Expert view
Expert from Email Geeks explains that this is likely not an increase in complaints, just an increase in FBL emails due to the new system coming online.
25 Mar 2022 - Email Geeks
Expert view
Expert from Email Geeks shares some graphs indicate volume is up.
15 Jan 2025 - Email Geeks
What the documentation says
5 technical articles
Increases in Yahoo FBL reports starting around July 6th can stem from various factors, according to documentation from multiple sources. These factors include changes in reporting methodology, heightened user-reported spam, fluctuations in email client spam policies, seasonal sending patterns, or world events influencing user behavior. These reports act as crucial indicators of list health and potential abuse. Monitoring sending practices, ensuring email authentication, and reassessing list acquisition strategies are key recommendations to address the rise in reports.
Key findings
- FBL Data Source: FBL provides senders with data about user complaints related to spam.
- Multiple Influences: Fluctuations in FBL reports are influenced by various factors, including email client spam policies, seasonal trends, and global events.
- Indicator of Issues: Increases in FBL reports indicate either changes in user preferences or potential sender abuse.
- List Health Indicator: FBL data serves as a critical indicator of the overall health of email lists.
Key considerations
- Monitor Sending Practices: Continuously observe email sending practices to identify potential issues and areas for improvement.
- Ensure Authentication: Verify that email authentication (SPF, DKIM, DMARC) is properly implemented to mitigate deliverability problems.
- Re-evaluate List Acquisition: Regularly reassess list acquisition practices and segmentation strategies to maintain high-quality email lists.
- Monitor Complaint Rates: Track complaint rates closely to identify and address any deliverability issues before they escalate.
Technical article
Documentation from Google Postmaster Tools (applicable as a general guide) advises to monitor complaint rates closely and ensure that email authentication is correctly implemented to mitigate deliverability issues which could affect FBL reporting across multiple providers.
21 May 2023 - Google
Technical article
Documentation from SparkPost explains that fluctuations in FBL reports are normal and can be influenced by multiple factors, including changes in email client spam policies, seasonal sending patterns, and world events influencing user behavior.
8 Jun 2025 - SparkPost
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