Yahoo!'s plan to recycle old email addresses effective July 15 could hurt your email marketing efforts.
Yes, Yahoo!'s plan to recycle old email addresses effective July 15 is grabbing plenty of buzz as it fights off rival Google's Gmail for market share and customer preference.
But no, not every company planning to launch email marketing or even already knee-deep into a campaign should resign themselves to sky-rocketing bounce rates and disastrous dead end results.
The Internet behemoth has decided to de-activate and reassign user IDs and accounts that have been silent on Yahoo! for 12 months. Their "use it or lose it"
strategy has the potential to throw a wrench into the email execution of many new and existing marketers. But a bad ending isn't a given.
Clients do face challenges. If you have any subscribers with a yahoo.com address that are de-activated and not claimed, sending to that address will increase bounce rates and impact your sender reputation at Yahoo! and possibly with other publishers.
Another way Yahoo! works against you is that if an email is de-activated, released, and re-used, you will be sending your emails to someone who did not sign up for them. Suddenly your emails could be marked as junk or -- even worse -- prompt complaints.
Also, if an email address is de-activated and that email address is recycled into a spam trap, sending to that address will generate global spam complaints. Yikes!
The safest move is making list hygiene a priority. For all enCOMPASS Agency clients using our managed email marketing service: RELAX. We've got you covered. We're doing everything possible to address this and any other critical list hygiene measures to guarantee the integrity of your email marketing.
At enCOMPASS, our holistic approach extends to every aspect of branding and communication – including strategy, system setup and integration and meticulous management of email services.
To counter Yahoo!'s wrench, we provide our clients with the benefits of our best practices and complete technology tool box -- among the most advanced available. Your email deployments, building your subscriber list organically, analysis of engagement metrics, continuing upgrades and refinements – just some of the ways our expertise advances your email marketing initiatives in spite of the Yahoo! plan.
SHARE THIS ARTICLE:
