Deliverability 101, Delivery Essentials

Deliverability 101: The Big Three

For over a decade now, those of us who work in email have talked about the “Big Four” email providers. This was used to refer to the four largest providers of consumer mailboxes in the industry: Microsoft, AOL, Google, and Yahoo. In online discussions and on email distribution lists, they were often known by the keyboard-friendly acronym MAGY. Early this year AOL and Yahoo merged under the Oath brand, whittling the Big Four down to three and prompting a new acronym: OMG.

For years, each of these companies has provided free email accounts to anyone with internet access and a few basic personal details to hand over. They (mostly) provide free webmail with virtually unlimited storage, while using the personal data of accountholders to sell advertising that gets displayed within their respective user interfaces. It can often be difficult for senders to identify and/or troubleshoot delivery issues, as each provider’s primary duty is to their users and advertisers and senders can get left out in the cold when searching for answers. Here’s a brief primer on each of the Big Three to help you along.

Microsoft (Outlook.com, Hotmail, MSN)

microsoft

If you’re reading this on a computer, you’re probably familiar with Microsoft. As the purveyor of Windows, their name is found on most of the computers in the US today and they’ve been providing free email since 1997.

Starting as Hotmail then eventually rebranded to Outlook.com email, Microsoft’s freemail offering remains one of the most popular.

Troubleshooting

Microsoft provides a number of tools for senders to monitor and troubleshoot delivery to their users. Signing up for their Feedback Loop (dubbed the Junk Mail Reporting Program or JMRP) is a must to ensure you receive complaint data from MS. Integrated with JMRP, Smart Network Data Services (SNDS) provides senders with insight and daily monitoring of their mail delivery performance. Instead of discrete numbers, SNDS uses a color-coded system: Green means that more than 90% of your mail went to the inbox, Red means that less than 10% made it to the inbox, and Yellow indicates something in the middle (generally closer to Red).

The provider recently started to merge their consumer offering Outlook.com with Office365, their business-class email solution, but still offers separate remediation processes for each service. While there are rumors of the Outlook.com support form working for both products, no official confirmation has been issued. Until it is, the Office365 Delist Portal should be your first stop for problems sending to corporate domains using hosted mail.

It’s also important to note that the filtering for each product remains separate – SNDS does not include data from Office365 and B2B mail may be routed differently than B2C, even from the same sender.

Oath (AOL, Yahoo, and Verizon mail)

oathWhile Oath is technically the newest company on the list, their email offerings have been around for quite some time. AOL (originally America Online) provided dial-up internet and email service to millions of users in the mid-1990s, then began to offer their webmail for free to non-AOL users in 2006. Yahoo started its email service in 1997 with the acquisition of the Rocketmail platform. In late 2017, the two services were merged and became Oath.

Troubleshooting

Prior to their merger, AOL was known for being one of the most responsive providers when seeking assistance. They offered an online reputation tool, a remediation form that generally received quick responses, and a knowledgeable, helpful Postmaster team. Yahoo was known to be a bit more of a black box when troubleshooting delivery issues, although their bounce messages and the troubleshooting pages associated with them were fairly descriptive.

Since the merger, mail to both AOL and Yahoo addresses are being directed through Yahoo’s mail servers. Many of the most common Yahoo bounce responses are now being seen with AOL addresses, and Yahoo’s Postmaster documentation and support form (login required) are the de facto method of receiving support for delivery issues.

Google (Gmail)

googleGoogle’s Gmail offering is the youngest of the Three, having been introduced via private beta in 2004. Experiencing meteoric growth, it eventually overtook Yahoo and Microsoft to become the most popular freemail provider in 2012. Today, Gmail addresses typically make up a significant portion of any consumer email list – often more than half.

Troubleshooting

Unlike the other providers on the list, Gmail offers no direct method of contact for senders. Their filtering is almost exclusively automated, so even if you know who to contact they’re generally unable to make any changes to the routing of your email. Fortunately they do offer some useful tools for monitoring your delivery performance. Google’s FBL, unlike those provided by other major players, does not pass back specific subscriber data but only aggregate complaint numbers. You can also track these FBL complaints, your IP and domain reputation, authentication status, and mail error rate via Google’s Postmaster Tools.

Because of their unconventional FBL, it’s not possible to identify and suppress those recipients who mark your messages as spam. You’ll instead have to use the data available to you (opens, clicks, site visits from email, etc) to determine if your recipients are engaging with your messages. If you experience delivery issues to Gmail, check the composition of your list. Are most of your Gmail recipients ignoring your emails (no opens recorded in 6-12 months)? If so, that’s likely the cause of the issues. One word of caution when dealing with Gmail: once you start to see problems, it can take weeks or longer to resolve them, so it is generally best to keep your lists clean proactively.
While there are hundreds of mailbox providers out there, these three often make up the vast majority of a sender’s contact database. Learning how to effectively navigate the Big Three is a major step toward mastering your email deliverability.

– BG

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