Recycled Yahoo! user names: watch out!
Using their newly acquired Tumblr platform, Yahoo! recently posted some really interesting (and potentially troubling) news for email marketers: they’re soon going to recycle Yahoo! user names… which also means Yahoo! email addresses, and let new users adopt them.
Specifically, if a user has been inactive for more than 12 months, someone else can grab that user name.
Now, imagine this:
- You grab a recycled Yahoo! user name
- You start using your cool, new Yahoo! mail account…
- … and you find in your inbox all sorts of emails that you never signed up to (the previous owner of that user name did!)
What are you going to do?
- Best case scenario: you’re nice, patient, and polite, so you unsubscribe
- Worst case scenario: you’re not feeling particularly patient… so you just flag it as SPAM
Well, that’s exactly what might happen to you – as a sender – after July 15, 2013, when this new Yahoo! policy goes into effect.
Inactive recipients management to the rescue
So, what can you ¬†do? The answer is a pretty simple one, although one that most email marketers don’t like to hear: reduce your list size: get those inactive recipients out of there!
How?¬†MailUp makes it easy. In MailUp 8.2.3 and above you can activate “Inactive Recipients Management”, which allows you to automatically unsubscribe recipients that have not been engaged in a long time. You can decide whether you make this part of a re-engagement campaign or not. It’s up to you.
Here is a screen shot of those list-level settings. As you can see, you could easily implement a system where recipients that have been inactive for 6 months are contacted with a special re-engagement message, and then unsubscribe after another 60 days of inactivity.
Inactive recipients and re-engagement campaigns
- Learn more about managing inactive recipients¬†with MailUp.
- Discover how to run a complete re-engagement campaign in MailUp
- Other recently released features in MailUp, the complete email delivery solution
Recipients engagement is king. Don’t let some old Yahoo! addresses compromise your sender reputation!