Email Deliverability & Performance Feeds
Understanding email deliverability and performance is an important part of the relationship between email senders and mailbox providers. We want to ensure that senders have the necessary insight while we protect our users.
In contrast to panel and pixel-based tracking which can compromise the privacy and security of our users and violate our terms and policies, we are able to provide meaningful insights in a privacy conscious way.
Using data derived straight from the Yahoo mail servers, Yahoo can help you understand your email performance better than anyone else in the industry. We provide new insights based on performance signals uniquely accessible to a mailbox provider along with engagement reporting far more accurate than traditional tracking pixels. We enhance these insights by adding context to your engagement activity for user behavioral types, campaign detection, categorization, and more. Unlike panel data sources with limited sample sizes, with hundreds of millions of active users, our insights into your mailing audience are truly representational of the overall population.
Email Marketing data feeds consist of two feeds: the Placement Feed and the Campaign Performance Feed.
The Placement Feed provides metrics on how many emails from a sender domain are delivered to the inbox, spam, and folders. It also provides metrics for error and complaint counts.
The Campaign Performance Feed provides key metrics such as delivers, opens, reads, glances, skims, deletes, and clicks for a sender domain. Metrics are broken down by sender domain and campaign.
This is all done in a privacy conscious way for our users. The Placement Feed and Campaign Performance Feed only provide aggregated counts and do not report on user-level behavior.
If you are interested you can reach out to firstname.lastname@example.org to learn more about this program and the requirements to gain access.
Placement feed details
The Placement Feed follows the schema below. The data is filtered using a allowlist of sender domains or sender IP addresses supplied by the consumer of the feed.
|Field||Description||Field Type||Data Type||Example|
|dkim_domain||DKIM domain of email.||dimension||String||mail.walmart.com|
|sender_domain||Sender domain of the from header of an email that a user received.||dimension||String||mail.walmart.com|
|ip_address||The IP address of the mail server from which Yahoo Mail received the email. This will be the mail server that contacted the yahoo mta.||dimension||String||18.104.22.168|
|xheader||The x-header name for which the value is provided. This will not be populated for a VTO campaign.||dimension||String||x-campaign-id|
|xheader_value||The x-header ID declared by the sender on the email template. This will not be populated for a VTO campaign.||dimension||String||value1|
|declared_template_id||ID declared by the sender on the email template. This will only be populated for VTO campaigns. It will contain the VTO campaign ID.||dimension||String||campaignID|
|total_received||Number of messages received for a VTO campaign. This will only be populated for for VTO campaigns.||metric||Integer||234|
|inbox_delivers||Number of messages delivered to the inbox.||metric||Integer||234|
|spam_delivers||Number of messages delivered to the spam folder.||metric||Integer||234|
|folder_delivers||Number of messages delivered to a folder.||metric||Integer||234|
|error_delivers||Number of messages with an error during delivery.||metric||Integer||234|
|complaints||Number of messages that are voted as spam by the user.||metric||Integer||234|
|Delivery SLA||12 hours|
The Campaign Performance Feed follows the schema below. The data is filtered using a sender allowlist of sender domains supplied by the consumer of the feed.
|Field||Description||Field Type||Data Type||Example|
|declared_template_namespace||Namespace of the ID declared by the sender on the email template.||dimension||String|
|declared_template_id||ID declared by the sender on the email template.||dimension||String|
|declared_template_goal||Category of email campaign as declared by sender||dimension||String||Retargeting / Newsletter / etc|
|delivery_type||Determine if the email was delivered to the user’s inbox with View Time Optimization or not.||dimension||String||optimized / drained / regular / vto_control_group|
|client||Determine the type of user account and the platform the event is recorded on. Yahoo / AOL for drained/regular delivery events, O&O / IMAP for optimized delivery and engagement events.||dimension||String||yahoo / yahoo_o&o / yahoo_imap / aol / aol_o&o / aol_imap / other|
|sender_domain||Domain of the platform sending the email. Sender domain is only available when a template is declared.||dimension||String||weather.com|
|sender_email||Sender email address||dimension||Stringemail@example.com|
|engagement_date||Engagements rounded down to the nearest hour to report on the hour level . Hours are in UTC||dimension||Epoch (long)||1536199200000|
|user_local_hour||The local_hour at which the user interacted with the email (00-23 HH)||dimension||Integer||23|
|is_scrubbed||1 denotes the engagement_date is the time at which 1000 emails have been delivered for the campaign ID in delcared_template_id. This single row denotes metrics aggregated until a 1000 emails have been delivered. 0 otherwise for regular reporting||dimension||Integer||0 or 1|
|delivered||Number of messages delivered.||metric||Integer||500|
|opened||Number of messages opened||metric||Integer||300|
|link_clicked||Number of messages where user clicked a link in the message||metric||Integer||150|
|deleted||Number of messages deleted||metric||Integer||234|
|marked_read||Number of messages marked as read by the client||metric||Integer||23|
|forwarded||Number of messages forwarded by the user||metric||Integer||34|
|starred||Number of messages marked as starred||metric||Integer||234|
|archived||Number of messages archived||metric||Integer||43|
|moved||Number of messages moved to some other folder||metric||Integer||10|
|push_notif_opened||Number of messages where a push notification of the message was opened||metric||Integer||250|
|replied||Number of messages replied to by the user||metric||Integer||50|
|marked_spam||Number of messages marked as spam||metric||Integer||4|
|dwell_time_read||Number of messages Read (>= 8 secs)||metric||Integer||150|
|dwell_time_glance||Number of messages Glanced (< 3 secs)||metric||Integer||30|
|dwell_time_skim||Number of messages Skimmed (<8 secs AND >= 3secs)||metric||Integer||90|
|Delivery SLA||48 hours|