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

Summary

The increase in Yahoo FBL reports starting around July 6th is attributed to a combination of factors. Some experts suggest it's not necessarily due to more complaints but rather a new feedback loop system going live. However, changes in Yahoo's spam filtering rules, stricter list hygiene enforcement, and adjustments to FBL reporting mechanisms are significant contributors. Additionally, issues like compromised sender reputations, email authentication problems, phishing prevention efforts, changes in subscriber demographics/engagement levels, and sending to older/unengaged lists play a role. Regularly monitoring IP/domain reputation, ensuring proper authentication, and keeping lists healthy are essential.

Key findings

  • New FBL System: A new feedback loop system may contribute to increased reports, regardless of actual complaints.
  • Spam Filter Changes: Yahoo might have updated spam filtering algorithms, leading to more spam flags.
  • List Hygiene Policies: Stricter list hygiene enforcement by Yahoo affects deliverability.
  • Authentication Problems: Sudden increases could signal issues with SPF, DKIM, or DMARC.
  • Phishing Prevention: Efforts to combat phishing may inadvertently flag legitimate emails.
  • Subscriber Base Changes: Shifts in demographics or engagement affect spam reporting rates.
  • Sending to Old Lists: Using aged or newly acquired lists increases the risk of spam complaints.
  • Algorithm Changes: Tightened restrictions on what is considered permission based marketing.

Key considerations

  • Review Reputation: Check IP and domain reputation for potential compromises.
  • Verify Authentication: Confirm correct configuration of SPF, DKIM, and DMARC settings.
  • Maintain List Health: Practice ongoing list hygiene and engagement monitoring.
  • Monitor Sending Practices: Analyze recent changes to sending volume, content, and acquisition.
  • Examine FBL data: Assess feedback loop data to understand the nature and source of complaints.
  • Evaluate Subscribers: Changes in subscriber demographics and engagement levels to identify potential issues.

What email marketers say
12Marketer opinions

The increase in Yahoo FBL (Feedback Loop) reports starting around July 6th has been attributed to several potential factors. These include changes in Yahoo's spam filtering algorithms, stricter enforcement of list hygiene policies, and adjustments to FBL reporting mechanisms. Additionally, the issue could stem from compromised sender reputations, email authentication problems, phishing prevention efforts, or sending to older/unengaged lists. Monitoring IP/domain reputation and recent changes in subscriber engagement are also crucial.

Key opinions

  • Algorithm Changes: Yahoo may have updated its spam filtering algorithms, causing more emails to be flagged as spam.
  • List Hygiene: Yahoo might be more aggressively enforcing policies on list hygiene, impacting deliverability.
  • FBL Reporting: Changes in Yahoo's FBL reporting mechanisms could lead to an apparent increase in reports.
  • Authentication Issues: Sudden spikes may indicate problems with SPF, DKIM, or DMARC configurations.
  • Phishing Prevention: Efforts to combat phishing could inadvertently flag legitimate emails.
  • List Quality: Sending to newly acquired or aged lists can result in more spam complaints.
  • Engagement Impact: Tighter restrictions on permission based marketing and penalising emails where there has not been recent interaction or engagement.

Key considerations

  • Check IP/Domain Reputation: Ensure your IP and domain reputation haven't been compromised.
  • Review Authentication Settings: Verify that SPF, DKIM, and DMARC settings are correctly configured.
  • Monitor Engagement: Keep a close watch on subscriber engagement levels and list hygiene.
  • Examine Sending Practices: Check recent changes to sending volumes, list acquisition, or email content.
  • Investigate Duplicate Reports: Investigate and address potential issues if receiving multiple FBLs for the same complaint.
  • Filter Settings: The provider algorithm is penalising emails where there has not been recent interaction or engagement.
Marketer view

Email marketer from Reddit user MailGuru shares that the observed increase might be related to Yahoo adjusting its spam filtering algorithms. Messages previously delivered may now be flagged as spam, triggering more FBL reports.

September 2024 - Reddit
Marketer view

Email marketer from Twitter notes that it's crucial to check IP and domain reputation when experiencing a sudden jump in FBL reports, as a compromised IP or domain can cause a surge in complaints.

January 2023 - Twitter
Marketer view

Email marketer from EmailMarketingTips suggests Yahoo may have tightened the restrictions on what they consider permission based marketing. Even though you may technically have permission to email, it could be that their algorithm is penalising emails where there has not been recent interaction or engagement.

April 2022 - EmailMarketingTips Blog
Marketer view

Email marketer from LinkedIn notes that sudden spikes in Yahoo FBL reports could indicate a compromised sender reputation or a problem with email authentication settings like SPF, DKIM, or DMARC configurations.

December 2021 - LinkedIn
Marketer view

Marketer from Email Geeks shares they have seen a dramatic increase since Aug 6 and are worried about getting multiple FBLs for the same complaint.

April 2021 - Email Geeks
Marketer view

Email marketer from EmailDudes Forum indicates that some providers may be testing changes to their spam detection algorithms and Yahoo may be one of these providers, causing increased FBL reports as a side effect.

November 2021 - EmailDudes Forum
Marketer view

Marketer from Email Geeks shares that they are aware and are looking into it, and request samples of duplicate emails sent.

October 2023 - Email Geeks
Marketer view

Email marketer from StackOverflow shares that the increase in FBL reports may be tied to Yahoo’s efforts to combat phishing attempts, potentially flagging legitimate emails that resemble phishing patterns.

August 2021 - StackOverflow
Marketer view

Email marketer from EmailOnAcid Forums says that Yahoo may be more aggressively enforcing its policies regarding list hygiene, which is causing increased feedback loops as older or unengaged addresses are now marked as spam.

December 2021 - EmailOnAcid Forums
Marketer view

Email marketer from Quora suggests that a recent surge in FBL reports could stem from sending emails to a newly acquired or aged list, causing more recipients to mark the messages as spam.

November 2024 - Quora
Marketer view

Marketer from Email Geeks shares that the issue should be fixed. They ask to be notified of any continued issues.

April 2021 - Email Geeks
Marketer view

Email marketer from Mailgun Help Center explains that Yahoo may have updated their feedback loop reporting mechanisms, leading to an apparent increase in FBL reports. It could also indicate a genuine increase in spam complaints from Yahoo users.

January 2025 - Mailgun Help Center

What the experts say
4Expert opinions

The increase in Yahoo FBL reports starting around July 6th appears to be multifaceted. While data indicates a potential rise in overall volume, it's suggested that this isn't necessarily due to more complaints, but rather a new feedback loop system going live. External factors like changes in Yahoo's spam filtering and a shift in subscriber demographics/engagement levels are also cited as contributing factors to the observed increase in FBL reports.

Key opinions

  • Increased Volume: Graphs suggest a possible increase in FBL volume.
  • New System: A new feedback loop system may be responsible for the increase in reported FBLs, not necessarily an increase in actual complaints.
  • Spam Filter Changes: Changes in Yahoo's spam filtering rules may lead to more users reporting emails as spam.
  • Demographic Shift: Changes in subscriber demographics and engagement levels could contribute to increased spam reports.

Key considerations

  • Distinguish Complaints vs. Reports: Determine if the increase is due to more complaints or simply more FBL reports from the new system.
  • Monitor Spam Filters: Keep abreast of changes to Yahoo's spam filtering rules and adapt sending practices accordingly.
  • Evaluate Subscriber Base: Analyze subscriber demographics and engagement levels to identify potential issues.
  • Review FBL Data: Assess feedback loop data to understand the nature and source of complaints.
Expert view

Expert from Email Geeks explains that this is likely not an increase in complaints, just an increase in FBL emails due to the new system coming online.

March 2024 - Email Geeks
Expert view

Expert from Email Geeks shares some graphs indicate volume is up.

January 2023 - Email Geeks
Expert view

Expert from Spam Resource explains that increases in FBLs can often be attributed to changes in Yahoo's spam filtering rules or an increase in spam activity targeting Yahoo users, which can lead to more users reporting messages as spam.

June 2024 - Spam Resource
Expert view

Expert from Word to the Wise explains that one potential reason for increased FBL reports is a sudden change in the subscriber base's demographics or engagement levels. If a segment of users becomes less responsive or if many new, unengaged users are added, their likelihood of marking emails as spam will increase, resulting in more FBL reports.

April 2021 - Word to the Wise

What the documentation says
5Technical articles

Increases in Yahoo FBL reports starting around July 6th can stem from various factors, according to documentation from multiple sources. These factors include changes in reporting methodology, heightened user-reported spam, fluctuations in email client spam policies, seasonal sending patterns, or world events influencing user behavior. These reports act as crucial indicators of list health and potential abuse. Monitoring sending practices, ensuring email authentication, and reassessing list acquisition strategies are key recommendations to address the rise in reports.

Key findings

  • FBL Data Source: FBL provides senders with data about user complaints related to spam.
  • Multiple Influences: Fluctuations in FBL reports are influenced by various factors, including email client spam policies, seasonal trends, and global events.
  • Indicator of Issues: Increases in FBL reports indicate either changes in user preferences or potential sender abuse.
  • List Health Indicator: FBL data serves as a critical indicator of the overall health of email lists.

Key considerations

  • Monitor Sending Practices: Continuously observe email sending practices to identify potential issues and areas for improvement.
  • Ensure Authentication: Verify that email authentication (SPF, DKIM, DMARC) is properly implemented to mitigate deliverability problems.
  • Re-evaluate List Acquisition: Regularly reassess list acquisition practices and segmentation strategies to maintain high-quality email lists.
  • Monitor Complaint Rates: Track complaint rates closely to identify and address any deliverability issues before they escalate.
Technical article

Documentation from Google Postmaster Tools (applicable as a general guide) advises to monitor complaint rates closely and ensure that email authentication is correctly implemented to mitigate deliverability issues which could affect FBL reporting across multiple providers.

December 2023 - Google
Technical article

Documentation from SparkPost explains that fluctuations in FBL reports are normal and can be influenced by multiple factors, including changes in email client spam policies, seasonal sending patterns, and world events influencing user behavior.

August 2023 - SparkPost
Technical article

Documentation from RFC 6447 describes the need for standardized reporting mechanisms. Increases in FBL reports indicate either changes in user preferences (more spam reporting) or potential abuse from the sender.

November 2024 - RFC Editor
Technical article

Documentation from Validity (formerly Return Path) indicates that FBL data is a crucial indicator of list health, but a rise might signify a need to re-evaluate list acquisition practices or segmentation strategies.

May 2021 - Validity
Technical article

Documentation from Yahoo Postmaster explains the FBL provides senders with data about user complaints, but a change in reporting methodology or an increase in user-reported spam could cause an increase. Senders should monitor their sending practices and authentication.

November 2021 - Yahoo Postmaster