What is a Yahoo FBL and how do I set one up?

Summary

A Yahoo FBL (Feedback Loop) is a system that forwards spam complaints from Yahoo Mail users to the original sender, allowing them to identify and remove problematic recipients. Setting up a Yahoo FBL involves several technical steps, including DKIM signing, registering the DKIM signature with Yahoo, and implementing a system to process Abuse Feedback Reporting Format (AFRF) reports for suppression. While SFMC (Salesforce Marketing Cloud) might handle some FBL processing, manual setup might still be required, including the ability to receive mail at postmaster@domain. For senders using an ESP (Email Service Provider), the ESP typically manages FBL setup. Volume requirements, complaint ratio requirements, and maintaining clean lists with valid authentication are key considerations. Understanding bounce messages is also important as they provide details that FBLs do not. Yahoo may implement blocks or deferrals, like TS04, even for senders with generally good reputations.

Key findings

  • FBL Function: Yahoo forwards spam complaints to senders.
  • Key Benefit: Allows identification and removal of spam complainers, improving deliverability.
  • ESP Handling: ESPs typically handle FBLs for their clients.
  • Technical Requirements: DKIM signing is a prerequisite; AFRF processing is essential.
  • Volume Threshold: Yahoo requires a certain email volume to enable an FBL.
  • Domain Authentication: Proper SPF, DKIM, and DMARC setup is important.
  • AOL Similarity: Yahoo and AOL share the same FBL system.

Key considerations

  • Technical Complexity: Setting up and managing an FBL requires IT support and technical expertise.
  • Configuration Nuances: SFMC may require additional manual configuration for Yahoo.
  • Volume Dependency: FBL access depends on meeting a minimum email volume or complaint ratio.
  • Beyond FBL Insights: Bounce messages provide detailed information beyond the scope of FBL data.
  • Yahoo Specifics: Be aware of Yahoo-specific issues, like potential TS04 errors.

What email marketers say
11Marketer opinions

A Yahoo Feedback Loop (FBL) is a system that forwards spam complaints to senders, allowing them to identify and remove problematic subscribers. Setting up an FBL involves technical steps like DKIM signing, registering with Yahoo, and processing Abuse Feedback Reporting Format (AFRF) reports to manage suppressions. Using an Email Service Provider (ESP) often eliminates the need for manual FBL setup, as they typically handle it. FBLs provide insights into email health and help improve deliverability by identifying and addressing spam complaints, while bounce messages offer specifics on why emails aren't delivered. Volume thresholds may also be needed.

Key opinions

  • Definition: FBLs forward spam complaints to senders.
  • Purpose: FBLs help improve email deliverability.
  • ESP Handling: ESPs typically manage FBLs for their users.
  • DKIM Requirement: DKIM setup is a prerequisite.
  • AFRF Processing: Processing AFRF reports is necessary for managing suppressions.
  • Yahoo/AOL: Yahoo and AOL use the same FBL system.
  • Domain Authentication: SPF, DKIM, and DMARC records are important to confirm authenticity of emails.

Key considerations

  • Technical Setup: Setting up a FBL involves technical aspects like DKIM and AFRF, potentially requiring IT support.
  • Volume Requirements: Yahoo might require a certain email volume before enabling a FBL.
  • Bounce Messages: Bounce messages provide specific details about delivery issues beyond what FBLs offer.
  • Reputation Monitoring: FBLs are primarily useful for monitoring and maintaining sender reputation.
Marketer view

Email marketer from Stackoverflow details that processing AFRF reports involves parsing the incoming emails, extracting the user's email address who marked the message as spam, and adding them to your suppression list.

September 2024 - Stackoverflow
Marketer view

Email marketer from SocketLabs shares how DKIM confirms the authenticity of emails from your domain.

August 2021 - SocketLabs
Marketer view

Email marketer from Reddit explains that setting up DKIM is a prerequisite for FBL registration with Yahoo, as it verifies that the email is actually coming from your domain.

February 2025 - Reddit
Marketer view

Email marketer from Email Geeks explains that FBLs won't tell you why you're seeing bounces; bounce messages provide more insight and guide next steps, which may involve contacting the postmaster team. FBLs offer insight into email health before issues arise.

September 2022 - Email Geeks
Marketer view

Marketer from Email Geeks shares that if you're sending through an ESP, you don't need to sign up for FBLs as they manage it. However, if sending directly from your own infrastructure, FBLs are a necessary consideration.

September 2022 - Email Geeks
Marketer view

Email marketer from Return Path explains that a key benefit of FBLs is they provide insight into why some emails are marked as spam, allowing senders to adjust their practices and improve overall deliverability.

April 2021 - Return Path
Marketer view

Email marketer from SparkPost shares that if you are using an ESP like SparkPost, you don't need to set up FBLs yourself, as this is already handled by the ESP.

August 2023 - SparkPost
Marketer view

Email marketer from Reddit shares that Yahoo requires a certain volume of email sent per month before they will consider enabling an FBL for your domain.

April 2021 - Reddit
Marketer view

Email marketer from Mailjet explains that one of the key functions of FBLs are to allow you to monitor and improve your sending reputation by quickly identifying and removing subscribers who mark your emails as spam.

March 2025 - Mailjet
Marketer view

Email marketer from EmailDeliverabilityForum.com notes that Yahoo and AOL use the same FBL system, so registering with one typically covers both.

April 2024 - EmailDeliverabilityForum.com
Marketer view

Email marketer from GMass shares the importance of setting up SPF, DKIM, and DMARC records so your emails aren't bounced due to the new Yahoo requirements.

January 2022 - Gmass

What the experts say
5Expert opinions

A Yahoo Feedback Loop (FBL) provides senders with information when users mark their emails as spam, enabling them to identify and remove problematic recipients. Setting up an FBL requires DKIM signing, registration with Yahoo, and processing of feedback data, potentially needing IT support. SFMC might cover FBL processing, but Yahoo could need manual configuration and receiving mail at postmaster@domain. To be able to setup feedback loops, a certain volume or complaint ratio will likely be required. Even 'good' senders might experience issues like TS04 errors due to user complaints.

Key opinions

  • FBL Definition: FBLs provide feedback on spam complaints.
  • Purpose: Helps identify and remove problematic recipients.
  • SFMC Support: SFMC typically covers processing, but Yahoo setup might need manual steps.
  • Volume Needed: Volume or complaint ratio will likely need to be met to qualify
  • Yahoo Issues: Even 'good' senders may encounter TS04 errors.

Key considerations

  • Technical Expertise: Setup involves DKIM, AFRF processing, and IT support may be required.
  • Configuration: Yahoo might require specific manual configuration.
  • Complaint Handling: Proactive approach to reducing spam complaints is required to avoid blocking
  • Minimum Volume: Need a minimum volume of messages to even qualify for feedback loop
Expert view

Expert from Email Geeks shares that Yahoo often gives TS04 deferrals or blocks due to complaints, even to mostly-good senders.

April 2022 - Email Geeks
Expert view

Expert from Spam Resource explains that setting up a FBL involves technical aspects like DKIM signing and AFRF processing, requiring IT support. It's critical for senders to understand their role in preventing spam to effectively utilize FBL data.

June 2021 - Spam Resource
Expert view

Expert from Email Geeks explains that a FBL means you get an email when someone at an ISP, where Yahoo controls the email client, hits the “this is spam” button. This allows you to measure email reception, identify bad sources, and remove unwanted recipients. The work involves DKIM signing, registering the signature with Yahoo, identifying the recipient's email address, setting up a system to pull the token from Yahoo's email, and creating reports.

June 2024 - Email Geeks
Expert view

Expert from Email Geeks explains that SFMC typically covers FBL processing, but Yahoo might require a manual setup step depending on your configuration. Also notes you have to be able to receive mail at postmaster@domain.

January 2022 - Email Geeks
Expert view

Expert from Word to the Wise explains that to be able to set up feedback loops (including at Yahoo), you will likely require a certain volume level, or complaint ratio. This is because the ISPs need to ensure there is a justifiable reason to expose complaint data.

November 2022 - Word to the Wise

What the documentation says
4Technical articles

A Yahoo FBL is a system where Yahoo forwards spam complaints to the original sender, enabling them to identify and remove users who mark their emails as spam. Setting up a Yahoo FBL requires DKIM-signing your mail, registering the DKIM signature with Yahoo, ensuring you can identify the recipient, and setting up a system to process the feedback received from Yahoo and use AFRF to suppress addresses.

Key findings

  • FBL Definition: FBLs forward spam complaints.
  • Purpose: Enables senders to identify and remove spam complainers.
  • DKIM Signing: DKIM signing of email is a requirement.
  • AFRF Format: AFRF is used for standardized feedback of email abuse reporting.

Key considerations

  • Registration Process: Requires registering DKIM signature with Yahoo.
  • Feedback Processing: Need a system to receive and process feedback.
  • Suppression Management: Need to manage suppression lists based on complaints.
Technical article

Documentation from Validity details that registering for the Yahoo FBL involves ensuring your mail is DKIM signed, setting up a system to receive and process FBL reports (typically Abuse Feedback Reporting Format - AFRF), and managing suppression lists based on the complaints received.

October 2024 - Validity
Technical article

Documentation from RFC Editor explains that AFRF (Abuse Feedback Reporting Format) is a standardized format for reporting email abuse, which is often used by FBL systems to provide feedback to senders.

February 2024 - RFC Editor
Technical article

Documentation from Yahoo Help Central shares that to setup a Yahoo FBL, you must DKIM-sign your mail, register the DKIM signature with Yahoo, ensure you can identify the recipient, and set up a way to process the feedback received from Yahoo to suppress addresses.

July 2022 - Yahoo Help Central
Technical article

Documentation from Yahoo Help Central explains that a Feedback Loop (FBL) is a system where Yahoo Mail forwards complaints about spam to the original sender. This enables senders to identify and remove users who mark their emails as spam.

December 2022 - Yahoo Help Central