In an effort to breathe life into Yahoo's products, the company announced it would be releasing inactive email accounts unless the current owner logs in again before July 15. After that, the identifications will be available to anyone, and will be ready to use by mid-August. Yahoo is not releasing how many emails will be up for grabs, but the number will have a great impact on anyone managing email lists.
Yahoo's new policy makes list management a MUST. This is not an "it'd be nice if," this is a "must do now."
Three Scenarios That Will Impact Your Direct Marketing Campaigns
- I sign up for your email list with my Yahoo address (which I personally use as my junk account address). I then don't check that address; instead I let it fill up, never logging into the account. A year goes by, and I haven't logged in. A new person grabs my old email address. Now, the email I signed up for will be going to them. The new user marks email address as spam.
- Email addresses are turned into Spam Traps, which also impacts deliverability. Spam Traps are email addresses—either never used (pristine traps) or retired email addresses (recycled traps)—that are used to catch spammers and those with poor emailing/list management habits.
- An individual who has the retired account doesn't realize it is in fact no longer theirs and keeps using it. This emphasizes the need for a double-opt in sign up method (preferred) or at least a welcome series of emails in which you make sure people are able to unsubscribe.
List management is crucial to any business, political campaign or nonprofit's marketing success. Any one of the above scenarios will derail the campaign your marketing team has spent time and resources to build.