Category Archives: Email Deliverability

Get Your Emails Delivered (A Guide)

Mr. Email Marketer is hard at work at his desk, firing off emails. He’s doing a great job – he’s got link tracking set up and alt text in place – and he’s feeling kind of sassy.

He’s been pleased by a recent upsurge in clicks through to his site, but today as he keeps refreshing his QuickStats, the number of opens and clicks aren’t ticking up as highly as he’s expected.

In fact, he’s getting worried. They’re not moving much at all. In fact, I’m getting worried, too. Let’s find out what’s going on, shall we?

Across Town, in a Mammoth Brick Building…

The servers of an immense email client (we’ll call it HappyMail) hum and whirr. Inside the computers, complex algorithms detect emails coming into the HappyMail system, bound for its users’ inboxes. And they start sorting.

Deflecting that suspicious-looking message to the junk folder, sparring with skeevy subject lines, inspecting a heavily imaged message carefully before finally letting it pass – this filter is busy. The HappyMail inboxes are hip, happening spots to get into, and the filter is their bouncer.

This bouncer isn’t human, though – it’s more cyborg. Programmed by humans to evaluate each email based on spamming trends, user engagement and IP reputation, they still lack the common sense and judge individual message content.

While they do a kick-ass job fighting crimemail, a few times, their well-meaning nets entrap some innocent, though perhaps suspicious-looking, emails and refuse to release them.

Today, it looks like email marketer’s message got caught in those nets. It’s unfortunate, because he worked hard on it, but with million of messages pouring through the system every hour, his email is a drop swept away in a torrent.

Luckily, this doesn’t happen to Mr. Marketer’s messages often. His email service provider’s been working hard to establish a good reputation for all emails coming from their system, and Mr. Marketer’s been pretty careful, too. But he’s gotten a little careless lately, and there are some steps he knows he’ll need to take to have more success with his next emails.

Let’s Make Sure This Never Happens to You

With a little care, you can keep your own emails from dropping off the grid. While AWeber takes some significant measures to ensure our users deliverability, some steps fall into the sender’s (your) domain.

To make the steps easy for you, we’ve written a guide. Download it here, and happy delivery!

Check It Out

Updated: Yahoo Releasing Email Addresses Monday, July 15

In the next 7 days, all email campaigns need to take this step.

Yahoo accounts are closing – specifically, those that haven’t been logged into in 12 months will close.

Shortly thereafter, they will be released for the public to claim.

Some Of These Addresses May Be On Your Lists

Since this post was originally published, new information has come to light. Word To The Wise reports, “Last week, a Yahoo spokesperson told the press that only 7% of the inactive accounts had associated email addresses.”

However, of those 7%, those who haven’t opened an email from you in over 12 months are likely to be among those released.

Other people may claim these addresses.

If those addresses are still on your list, the new owners will get your emails (that the old address owner, not the new, signed up for). Not expecting them, they may report you for spam. If the released addresses go unclaimed, your emails to those addresses will bounce. Both situations can impact your deliverability.

Again, only 7% of Yahoo accounts inactive for the past year have email addresses, some of which might be on your list.

However, according to Return Path, “Yahoo! will likely attempt to unsubscribe the inactive accounts from the mail they’re receiving.”

It would be prudent, at this point, to unsubscribe your unresponsive Yahoo subscribers.

To Clear Old Yahoo Addresses From Your List, Follow These Steps

Note: This feature is only available to customers with the analytics package. If you do not, you can upgrade for newer features that allow you to see who exactly is opening your emails, clicking on links, and more. AWeber is one of few services that provides this much insight on subscriber activity, and we highly recommend contacting us to upgrade if you have not already.

Step 1

You need to identify what email addresses on your list will be released. Search subscribers from Yahoo who haven’t opened an email from you in 12 months – but were added before that point (so you don’t unsubscribe recent subscribers who haven’t yet opened an email). Save them as a segment.



Step 2

If you choose, send that segment a win-back email. Chances are, someone who hasn’t opened an email in 12 months won’t open this one either, but stranger things have happened. (If you do this, you’ll need to take Step 1 again (to account for those who open your win-back email) and create a new segment.)


Create your email, then choose that segment to publish to

Step 3

Stop sending emails to that segment of Yahoo addresses by opening that segment, checking the “all” box and hitting “Unsubscribe.”


Do this under the Subscribers Tab

If the new owner of the email address decides to subscribe to your list, they will be able to, and the address will revert from unsubscribed back to subscribed on your list.

That’s it; you’re done. Call us if you need help (877-293-2371 or +1 215-825-2196).

Note: Yahoo will forward email from a user’s old address to their new one, so if any of your current subscribers (with active Yahoo accounts) choose a new email address, you won’t lose them.