Ask the Expert: Lili Crowley, Postmaster, Yahoo!

Lili Crowley, Postmaster at Yahoo!, offers insights into email deliverability and best practices for senders during a Q&A session. With her extensive background in data extraction and analysis, Lili emphasizes the importance of sending well-crafted, relevant content to engaged users rather than relying on high-volume email blasts. Yahoo! often defers emails from new domains and IPs to protect user experience, advising senders to gradually increase volume and respond to deferrals by temporarily reducing sending rates. She highlights the significance of user engagement in determining inbox placement, suggesting that senders focus on quality over quantity to avoid filtering issues. Lili also advises on crafting effective sunset policies by evaluating user engagement metrics like clicks and sales to identify inactive subscribers. Overall, her insights underscore the evolving nature of email deliverability and the necessity for senders to adapt their strategies to maintain a positive sender reputation and improve deliverability.