By: MailerMailer

Last week, Yahoo confirmed that they are altering their email filtering algorithm to place a higher weight on reader engagement. Gmail and Hotmail implemented similar changes recently, too.

This means that if your readers aren’t opening your messages or clicking on your links, your emails could be routed out of the inbox and into the bulk mail folder. Yahoo inbox delivery is declining across the board.

Yahoo is Monitoring Your Reader’s Actions

Reader engagement has become a hot topic in the email filtering world in recent times because it attempts to measure whether those who are getting your email really care about it. So, even when your email service provider is whitelisted (like MailerMailer), if your readers aren’t responding to your messages, Yahoo’s inbox is taking notice. They are looking at whether your email subscribers delete your messages without opening them. If they see this trend, zap – off you go!

If this happens, it can also mean that the few readers who are actually looking at your emails in their Yahoo inbox now might not get them delivered into their inbox in the future. This is because Yahoo’s aggregate data about your content suggests that most subscribers just aren’t interested in your messages.

Profile:  After 13 years of email marketing, this website is my personal way of giving back to a noisy, fragmented industry driven by commoditized CPM rates. If you are a part of the email marketing industry or an email marketer at heart, I invite you to participate in this project and become a contributor/author to The Email Guide Blog. Website:  http://www.theemailguide.com Twitter:   http://www.twitter.com/theemailguide LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer

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