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Email Deliverability & Performance Feeds

Email deliverability and performance

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.

The Placement Feed and the Campaign Performance Feed

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 mail-questions@yahooinc.com 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.


FieldDescriptionField TypeData TypeExample
dkim_domainDKIM domain of email.dimensionStringmail.walmart.com
sender_domainSender domain of the from header of an email that a user received.dimensionStringmail.walmart.com
ip_addressThe IP address of the mail server from which Yahoo Mail received the email. This will be the mail server that contacted the yahoo mta.dimensionString101.101.10.1
xheaderThe x-header name for which the value is provided. This will not be populated for a VTO campaign.dimensionStringx-campaign-id
xheader_valueThe x-header ID declared by the sender on the email template. This will not be populated for a VTO campaign.dimensionStringvalue1
declared_template_idID declared by the sender on the email template. This will only be populated for VTO campaigns. It will contain the VTO campaign ID.dimensionStringcampaignID
total_receivedNumber of messages received for a VTO campaign. This will only be populated for for VTO campaigns.metricInteger234
inbox_deliversNumber of messages delivered to the inbox.metricInteger234
spam_deliversNumber of messages delivered to the spam folder.metricInteger234
folder_deliversNumber of messages delivered to a folder.metricInteger234
error_deliversNumber of messages with an error during delivery.metricInteger234
complaintsNumber of messages that are voted as spam by the user.metricInteger234

AttributeValue
Reporting granularityHourly
Delivery granularityHourly
Delivery SLA12 hours
Retention30 days
FormatAvro
Time zoneUTC

Campaign performance feed details

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.


FieldDescriptionField TypeData TypeExample
declared_template_namespaceNamespace of the ID declared by the sender on the email template.dimensionString
declared_template_idID declared by the sender on the email template.dimensionString
declared_template_goalCategory of email campaign as declared by senderdimensionStringRetargeting / Newsletter / etc
delivery_typeDetermine if the email was delivered to the user’s inbox with View Time Optimization or not.dimensionStringoptimized / drained / regular / vto_control_group
clientDetermine 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.dimensionStringyahoo / yahoo_o&o / yahoo_imap / aol / aol_o&o / aol_imap / other
sender_domainDomain of the platform sending the email. Sender domain is only available when a template is declared.dimensionStringweather.com
sender_emailSender email addressdimensionStringnews@weather.com
engagement_dateEngagements rounded down to the nearest hour to report on the hour level . Hours are in UTCdimensionEpoch (long)1536199200000
user_local_hourThe local_hour at which the user interacted with the email (00-23 HH)dimensionInteger23
is_scrubbed1 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 reportingdimensionInteger0 or 1
deliveredNumber of messages delivered.metricInteger500
openedNumber of messages openedmetricInteger300
link_clickedNumber of messages where user clicked a link in the messagemetricInteger150
deletedNumber of messages deletedmetricInteger234
marked_readNumber of messages marked as read by the clientmetricInteger23
forwardedNumber of messages forwarded by the usermetricInteger34
starredNumber of messages marked as starredmetricInteger234
archivedNumber of messages archivedmetricInteger43
movedNumber of messages moved to some other foldermetricInteger10
push_notif_openedNumber of messages where a push notification of the message was openedmetricInteger250
repliedNumber of messages replied to by the usermetricInteger50
marked_spamNumber of messages marked as spammetricInteger4
dwell_time_readNumber of messages Read (>= 8 secs)metricInteger150
dwell_time_glanceNumber of messages Glanced (< 3 secs)metricInteger30
dwell_time_skimNumber of messages Skimmed (<8 secs AND >= 3secs)metricInteger90

AttributeValue
Reporting granularityHourly
Delivery granularityDaily
Delivery SLA48 hours
Retention30 days
FormatAvro
Time zoneUTC
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Support
Terms
and
Privacy Policy
Privacy DashboardAbout UsJobsDeveloper PrivacyDeveloper TermsDeveloper PoliciesSite Feedback
Brands
AOLYahooYahoo Developer NetworkYahoo Advertising
© 2023 Yahoo. All rights reserved.