Why is there an increase in Yahoo FBL reports starting July 6th?

Key findings

• Report volume increase: Multiple senders noted a significant increase in Yahoo FBL reports starting around July 6th (or August 6th, as some mentioned), leading to initial confusion and concern.
• Not a complaint increase: The increase appeared to be in the volume of FBL emails themselves, not necessarily a direct reflection of a higher number of user spam complaints. This suggests a systemic change or correction.
• New system rollout: The surge in FBL emails was attributed to the new Yahoo FBL system coming online or being adjusted, with some senders previously reporting low volumes or issues with the new setup.
• Duplicate reporting: Yahoo's postmaster team acknowledged the issue, specifically mentioning that they were investigating reports of duplicate FBL emails for the same complaint.
• Issue resolution: Yahoo later confirmed that the issue causing the increased FBL volume, particularly related to duplicates, had been fixed.

Key considerations

• Monitor FBLs closely: Even with technical fixes, it's crucial for senders to consistently monitor Yahoo FBLs to detect any genuine increases in complaints or other anomalies.
• Distinguish technical issues from genuine spam: When sudden spikes occur, investigate whether it's a reporting anomaly or a true increase in user flagging before making drastic campaign changes.
• Maintain good sending practices: Adhering to Google and Yahoo's new email requirements (which went into effect in early 2024) is vital for long-term deliverability, regardless of FBL system fluctuations.
• Communicate with providers: If you suspect issues with FBL delivery or accuracy, reach out to Yahoo's postmaster team or your ESP for clarification and support.
• Check for sudden dips: After a fix, be vigilant for unexpected drops in FBL volume, which could also indicate a reporting problem on your side or theirs.

Key opinions

• Initial concern: Many marketers expressed immediate concern about the sudden increase in FBL reports, fearing a rise in spam complaints against their mail streams.
• Volume vs. complaints: Some distinguished that the increase appeared to be in the volume of FBL emails (reporting) rather than necessarily a proportional increase in actual user complaints.
• System adjustment: The increase was linked to Yahoo's new FBL system becoming more active or undergoing adjustments, as some senders had previously noted unusually low FBL volumes.
• Duplicate reports: Specific observations pointed to duplicate FBL reports being received for single complaints, inflating the perceived volume.
• Positive outcome of new system: Despite the initial confusion, some marketers appreciated the new system for its ability to help identify and address issues like fraudulent sign-ups.

Key considerations

• Accurate FBL processing: Ensure your system is capable of accurately parsing and de-duplicating FBL reports to avoid inflated complaint rates or unnecessary list removals. This can impact your Yahoo sender reputation.
• Proactive list hygiene: Even if FBL spikes are technical, a healthy FBL system reinforces the need for ongoing list cleaning and suppression of complainers to maintain good standing with ISPs.
• Stay informed about FBL changes: Keep up to date with postmaster announcements regarding FBL systems, as they can directly impact how you track and respond to spam complaints. Yahoo's postmaster blog is a good resource.
• Understand FBL importance: A clear understanding of what an email feedback loop is and its role in deliverability is essential for all email marketers.

Key opinions

• Awareness of the issue: Experts were aware of the increased FBL volume and confirmed that multiple senders were reporting similar observations.
• Investigation underway: Yahoo's postmaster (represented by an expert in the thread) acknowledged the situation and indicated that they were actively investigating the cause, specifically asking for samples of duplicate emails.
• Solution implemented: Yahoo's representative later confirmed that the issue should be fixed, providing relief and a resolution for affected senders.
• Value of resolution: Experts highlighted that identifying and fixing such technical issues, even if self-discovered, is a significant win for deliverability management.
• Transition concerns: There was discussion about whether older Yahoo FBL registrations were being phased out or required re-registration, indicating a broader transition period for their FBL systems.

Key considerations

• Direct communication: Establish direct lines of communication with ISP postmaster teams, especially during periods of observed anomalies in data streams like FBLs. This ensures timely support and information.
• Data integrity: Implement robust systems for processing FBL data, including checks for duplicates and inconsistencies, to ensure the data accurately reflects actual complaint rates. This is crucial for addressing spam complaints effectively.
• System updates: Be prepared for potential short-term data anomalies during major ISP system updates or transitions, such as new FBL registration processes.
• Cross-ISP monitoring: While this incident focused on Yahoo, understand that changes from one major ISP can sometimes correlate with shifts from others (e.g., Yahoo and Microsoft CFLs). Keep a holistic view of your deliverability metrics.
• Proactive self-checks: Before escalating to ISPs, conduct thorough internal investigations to rule out any processing or configuration issues on your end, as one user discovered.

Key findings

• Ongoing system updates: ISPs like Yahoo regularly update their email systems and anti-spam measures, which can impact data streams like FBLs.
• Unified FBL systems: Yahoo has historically communicated about consolidating FBL services, such as incorporating AOL's FBL volume into Yahoo's own system, which would naturally lead to volume shifts.
• Feedback loops as a standard: Feedback loops are a standard mechanism provided by ISPs to help legitimate senders identify and remove users who mark their emails as spam.
• 2024 compliance: Major ISPs (including Yahoo) introduced new requirements for bulk senders in early 2024, emphasizing authentication, low spam rates, and easy unsubscribes. While not directly FBL, these can influence perceived spam rates.
• Postmaster communications: Official postmaster blogs are the primary source for announcements regarding FBL changes, system issues, or new compliance guidelines.

Key considerations

• Refer to official sources: When encountering unexpected data, consult the Yahoo Postmaster Blog for any recent announcements or advisories related to FBLs or system changes.
• Adhere to sending guidelines: Ensure full compliance with all documented sending guidelines, including email authentication (SPF, DKIM, DMARC) and low spam rates, to maintain a positive sender reputation. This also includes understanding how DMARC reports from Google and Yahoo interact with FBL data.
• FBL registration status: Verify that your domains are properly registered for the latest Yahoo Feedback Loop systems to ensure you receive all relevant complaint data.
• Leverage FBL data correctly: Use FBL reports as intended – for prompt removal of complainers from your mailing lists – to avoid being placed on internal or external blacklists (or blocklists) used by ISPs like Yahoo.