It's official – Yahoo! has opened its Feedback Loop (FBL) back up again to marketers through Return Path. You can read the press release here.

So what does this mean? Well, last year Yahoo! closed it's feedback loop to new applicants – so having it back available to new marketers is fantastic news. Feedback Loops are an essential tool for ISP's like Yahoo! to tell marketers and ESP's about the complaint rate of their databases. Most reputable marketers and ESP's then use this information to clean their list and deliver more relevent emails to their subscribers.

However – this time there's a catch…In order to participate in Yahoo's new Feedback Loop your sending domain names need to be authenticated for Domainkeys/DKIM.

So – if you aren't currently participating in Yahoo's FBL but want to (and who wouldn't?), you first need to ensure that you are authenticated for Domainkeys and DKIM. Return Path have partnered with the UK DMA and we offer an Authentication whitepaper for DMA members to download for free or alternatively, you can ask your ESP to assist.

To apply for the Yahoo! FBL go to http://feedbackloop.yahoo.net/

Kath Pay
www.ezemail.com