What the Yahoo! email revival means for you
Last week Yahoo! announced a planned revival of inactive email addresses with some interesting implications for email marketers.
Essentially Yahoo! will be resetting email accounts that have not been used in at least 12 months and issuing them to other users.
“We want to give our loyal users and new folks the opportunity to sign up for the Yahoo! ID they’ve always wanted,” wrote Jay Rossiter, Senior Vice President of Platforms in a post on newly acquired Tumblr.
I’m actually a holder of an inactive Yahoo! account and received this email earlier in the week.
What does this mean for email marketers?
Unless you regularly purge your email list of inactive subscribers, it’s possible that you may have some inactive Yahoo! accounts on your list.
If this is the case your primary concern is how Yahoo! plans to treat your commercial email once the email addresses have been reset and reactivated with new owners.
After all, the new owner of the email address has not provided their consent to receive commercial emails from you.
Importantly though, Yahoo! has considered this possibility and is apparently taking the appropriate steps.
In a statement published on The Magill Report a Yahoo! spokesperson says, “We’re taking every action we can to ensure that users who sign up for recycled Yahoo! IDs receive as little commercial email or spam as possible. First, we’ll be shutting down inactive accounts for 30 days before releasing them to new owners. During that time, we’re going to unsubscribe the inactive accounts from as much commercial email as possible and all incoming emails will receive bounce back messages.”
As long as you honour unsubscribes and remove addresses that bounce, Yahoo!’s recycling of old addresses shouldn’t cause you any trouble.