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Yahoo began executing a stricter email policy that may unfortunately result in your newsletters landing up in the spam folder or being returned to you as bounced mail.
According to WordToTheWise Yahoo is doing this since, "there's been an ongoing attack against Yahoo users attempting to compromise their accounts and then send email from that Yahoo user to their contacts. Yahoo is telling other systems to not accept mail from Yahoo users if it doesn't come through Yahoo controlled servers. This includes the mail from the attackers, but also mail from regular Yahoo users."
If you're already sending through Emailbrain, you have a much higher success rate at having your emails delivered – we ensure optimal deliverability with feedback loops and we're a member of ReturnPath. However, if you send from a personal Yahoo address, your newsletter send will be made look fraudulent, even if it is not – due to the changes implemented by Yahoo.
These changes will affect receiving servers who respect DMARC policies, including Gmail, Hotmail, and others.
In order for you newsletter not be received in the spam folder or bounced back the best thing to do is send from an email address other than your personal Yahoo, if you have a different one. However, best practice is to set up a custom business domain for your sends. You may also create a free mail custom address on another email provider instead.
Try to avoid advertising your address on any websites and forums where you do not have complete control of your own privacy. If for some reason you would need to include an email address, try to obscure it for spam bots.
Make sure you unsubscribe: A good email marketing company will ensure that their users include unsubscribe options in all email headers and /or footers. With that said, many people believe that clicking an unsubscribe link actually confirms to a spammer that the user exists/actively reads their mail.
Create separate addresses for core communications and disposable ones for general use: It would be a good idea to have one email account for your banking, mortgage, e-statements and so on – all of your essential life necessities.
Mark unwanted mail as spam: Email services such as Hotmail and Gmail will create a filter to automatically spot all future mail from that source as junk and it will submit a complaint against the network that sent the mail to reputation monitoring services
Do not submit your email address to websites or companies that you are unfamiliar with and / or have no reason to trust. You wouldn’t think of giving your mobile number to strangers, after all – the same justification applies to your email address.
A disposable address is an inbox that you will typically use when a store asks you to fill out your details for purposes such as future specials, club membership or anything that’s not important to you or that you want to specifically keep separate.