You’ll find most email marketers want to deliver their email marketing messages to ISPs that are the most difficult to deliver emails to. This has always been the case, since I can remember. In 2001 it was Hotmail, then in 2005 it changed to AOL and now it’s Yahoo. You may ask yourself why? Why are email marketers so intent on sending their email marketing messages and offers to ISPs that are the hardest to deliver their messages to? The answer, although not always very logical, is always the same – competition, or the lack thereof. If there are fewer email advertisements being deliver to Yahoo users, there is less competition to deal with and conversion rates and ROI are greater.
So now let’s take a look at why it is more complicated and difficult to deliver your email marketing messages to Yahoo users. Yahoo basically uses engagement statistics to determine domain and IP reputation and how many concurrent connections or emails they will allow you to deliver to their users, if they allow you to connect and deliver any emails whatsoever.
OK, so what determines your user engagement statistics?
Basically, if your subscribers aren’t opening and clicking on the email campaigns that you are sending to them, they’re not active users and, hence, are not engaged. Yahoo looks at your user engagement and determines how they will treat your incoming emails based partially on these factors.
Besides opens and clicks, Yahoo also gathers statistics on the following criteria:
What you can do to improve your deliverability to Yahoo users
The details above should provide you a place to start, when trying to understand and get a handle on why delivering your email marketing messages to Yahoo is much more difficult. If you find yourself stuck and simply can’t figure it out, give us a call or send us an email. We’ll be more than happy to try and give you an outside perspective on what you’re missing.