The Ultimate Box Guide About Yahoo Mail - Deliverbility

The Ultimate Box Guide About Yahoo Mail

Yahoo! Mail is a free webmail provider by Yahoo company that come into existence in 1997. Now it is among the three world’s largest mailbox providers along with 225 million consumers.

In June 2017, Yahoo was bought by Verizon Communications, which also acquired AOL in 2015. By now, Verizon has not shown any plans to combine Yahoo! Mail with other email services.

Yahoo!Mail’s Inbox

Yahoo! Mail’s web interface won’t have multiple tabs like Promotions and Primary at Gmail or Focused and Other at All inbound messages come to the primary inbox.

To help users maintain their inbound emails in the Inbox, Yahoo! Mail reinforces Smart Views. Smart Views groups related emails into specific categories, like “Read,” “Important,” “Unread,” “People,” “Starred,” “Travel,” “Social,” and more so, you can rapidly search the one you want.

Smart Views are found on the left side of the user interface. You have just to click a Smart View label to view its contents, which is consists of both sent and received messages.

Spam Reporting

To report a spam email, Yahoo! Mail interface gives you four options:

  1. Report Spam – use this option to report a spam message and move it to the Spam folder.
  2. Report a Hacked Account – If your Yahoo! Mail account was hacked, use this option.
  3. Report a Phishing Scam – use this option to report an email sent from fraudulent emails and sites that are trying to steal your identities. Identities are robbed when you enter your details, such as credit card passwords, or bank account numbers, or Social Security numbers on the site.
  4. Not My Mail – use this option to discard an email in which your not interested.

Inbound Email Filters and Blocked Addresses

In Yahoo! Mail web interface under Settings -> Filters, you can set up the filtering guidelines to automatically send specific emails to different folders.

To block emails from particular senders, go to Settings -> Blocked Addresses and add email addresses from which you don’t want to get the email.

Spam Filtering

The majority of Yahoo’s spam filtering algorithms developed in house. They observe sender reputation, content, user engagement, and URL reputation.

Sender Reputation

Yahoo! Mail is among those mailbox providers that depend on the reputation of both the sending IP address and the sending domain to filter inbound emails.

Sender reputation is determined by many elements where the essential ones are bounce rates, spam complaint rates, and spam trap hits.

Bounce Rate

The bounce rate is the average rate of emails returned to the sender vs. the total number of messages sent. High bounce rates give the impression to mailbox providers that the sender does not maintain their lists properly, i.e., does not eliminate invalid addresses before sending an email marketing campaign. If you keep sending to invalid addresses, then it negatively affects your sender reputation. Therefore, bounce email handling is a must-have for every perfect email marketer.

Spam Complaint Rate

Spam complaint rate is the average rate of emails reported as spam vs. the total number of messages sent. Spam complaints do much damage to your reputation.

A tiny number of complaints is acceptable because people can label an email as spam for many reasons. Such as, they forgot to subscribe to your list, they can’t find an unsubscribe option, did not recognize the sender, don’t like the content, or receive too many emails from you, etc.

But a high complaint rate is consistently showing that you send irrelevant content or that you send to an individual who did not subscribe to your mailing list. Like other mailbox providers, Yahoo! Mail tends to protect its clients from unwanted spam and scam email messages and monitors the complaint rate closely.

If you wish to get your emails to Yahoo’s users’ inbox, the best practice is to send relevant content to the audience who wish to it and have opted to receive it.

Spam Trap Hits

Spam traps are real monsters for email marketers. Spam traps are the email addresses that are used for recognizing and punish spammers and unscrupulous marketers. Spam trap hits inform mailbox providers that the sender is not obeying the best email marketing practices.

As long as people cannot use spam trap addresses to subscribe to someone’s list, there is no way for spam traps to get on the list unless the sender buys or scrapes email addresses.

However, not all spam traps have the same origin, and not all spam traps carry the same negative influence on your sender reputation.


User engagement has always been an essential measure of a subscriber’s interest in the received content.

And Yahoo is now paying more considerable attention to engagement as part of their filtering procedure, as well.

Factors being considered by Yahoo are:

  • Messages opened
  • Messages moved between folders
  • Messages that reported as spam
  • Messages that reported as not spam
  • How rapidly an email is deleted

The more receivers open your email messages and move the emails to other folders in their Yahoo! Mail inbox, the more email messages from you will arrive into the inbox.

If an email is erased without being opened, it represents that the receiver is not interested and includes points to the negative sender’s reputation.

“This is not spam” rate is measured as the number of times a subscriber labels the email as not spam out of the number of messages delivered to the spam folder. This metric is a strong indicator of subscriber engagement and a reliable positive indicator to Yahoo that your emails are worthy.

The metrics such as click-to-open rate and click rate are valuable for senders to calculate email performance but not for mailbox providers.

Content and URL Reputation

Yahoo’s filtering system will deliver the email to the spam folder if the content has some familiar characteristics of spam. When you make your email message, ensure that you fulfill these tips:

  • Send in the MIME format that consists of both HTML and plain text parts;
  • Utilize URLs linked to domains, not IP addresses;
  • Utilize URLs from trusted, not blacklisted domains;
  • Keep 35:65 image-to-text ratio;
  • Do not use links made by link shorteners;
  • Do not use javascript, HTML forms, or embedded objects (like flash or ActiveX) in the content.

Test in case your email is readable with the pictures disabled, as many users won’t see photos in your email message by default.

To decrease spam complaints, create a good subject line. If the subject line is not appealing and attractive or appears to be generic, users may not be involved and can label the email as spam.

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