Become an email & SMS marketing pro

Subscribe to get news, tips and updates delivered to your inbox.

Notify me on Messenger
10 min

What’s happening

In a recent blog post we explained that Yahoo! is about to embark in a big “clean up” of inactive users. See Inactive recipients, Yahoo! and your sender reputation.

We wanted to provide a bit more information on what is going to happen, and clarify what you need to do as a MailUp user.

First, let’s look at what’s going on:

  1. Yahoo! refers to users, not email accounts. Those that access their Yahoo! account (e.g. because they use MyYahoo!, Yahoo! Finance, etc. ) are NOT included in the “inactive” pool, even if they never use their Yahoo! mail account. In other words, those that don’t use their Yahoo! Mail account, but use other Yahoo! services, will not be considered “inactive” with regard to this clean-up effort.
  2. All – and only – Yahoo!-owned domains are included (e.g. yahoo.it, yahoo.fr, etc.)
  3. Yahoo! will attemp to re-engage inactive users by sending them an email notification to their secondary address (if present).
  4. Yahoo! will attempt to unsubscribe inactive accounts via the List-Unsubscribe header. This is a piece of information included in the header section of an email that tells the receiving system how to unsubscribe the recipient.
  5. This new Yahoo! policy is not a “one-time” event, but rather a procedure that will remain active going forward.

Recap of what to do

As a MailUp user, what should you do? Here is a recap:

  1. Good news! MailUp supports the List-Unsubscribe header. This means that recipients will be automatically unsubsribed by Yahoo!, and that the risks to your sender reputation mentioned in our previous blog post should not affect you, if you are a MailUp user. This also means that privacy issues (a new Yahoo! user receiving an email intended for the “old” user) should not apply.
  2. Because of (1), you may see a reduction in the total number of subscribers in your list(s). Again, this is due to Yahoo! automatically unsubscribing inactive @yahoo addresses by using the List-Unsubscribe information that Yahoo! will find in the header of the messages sent via MailUp.
  3. Those addresses unsubscribed by Yahoo! are likely “abandoned” accounts. You should remove them from your list(s) and can do so by filtering out @yahoo recipients that were unsubscribed due to one of the following 3 reasons (which you can filter in your MailUp admin console when exporting recipients):
    1. List-Unsubscribe link
    2. List-Unsubscribe mailto
    3. Inactivity

Inactive users vs. inactive recipients

With regard to this inactive users clean-up – as mentioned above – somene that logs into their Yahoo! account is considered an active user. If they never open or click in an email received in their Yahoo! inbox, they’re an active Yahoo! user, but they are certainly an inactive @yahoo recipient.

These inactive recipients will not fall into the “user clean-up” process discussed above, but they will hurt your sender reputation in the long terms because lack of engagement means a higher chance for your emails of ending up in the SPAM folder.

To minimize the chances of having inactive recipients in your list(s), you should put in place an automated re-engagement campaign.

Liked this article? We have plenty more in store for you.

Subscribe to get news, tips and updates delivered to your inbox.

Read also

Email Checkup: Say Goodbye To Tiny Yet Fatal Technical Errors

One glance at checkup and you can discover the "health status" of your message, and identify how to remedy any critical issues. All this to ...

Read more

All about Valentine’s Day emails, from creativity to strategies

How to maximize the opportunities offered by Valentine's Day, with 6 different creative ideas and 6 strategies for increasing conversions. With Valentine's Day just around the ...

Read more

5 Effective Strategies for Event Reminder Emails

Event planning isn’t for the faint of heart. The most stressful part is also the most important: getting people to want to show up (in person or ...

Read more

Email Marketing for Tourism: A Strategy in 5 Steps

The so called Traveler Journey, in the Tourism industry, can be broken down into 5 micro-moments. Shape the perfect Email campaign for each and every ...

Read more

Improving Email CTR: 5 Ideas Worth Trying

It’s not a matter of setting out universal rules that work for everyone; instead, it’s about considering certain valuable perspectives from which you can analyze ...

Read more

How 6sicuro Uses Emails To Attract New Blog Readers

We asked the first Italian car and motorcycle insurance comparison site to tell us how it was able to significantly boost traffic to its site ...

Read more