Yahoo! Plans to Reuse Inactive Email Addresses
Just a quick update for the email marketing folks: Yahoo! is planning to release some email addresses that have been inactive for a year or more. Users will have until July 15th to log in if they want to keep their accounts. If you’ve logged in within the last year, there’s no need to do anything.
Some say that this raises security concerns, especially since users can sign up for a waiting list (also by July 15th) to claim one of these addresses. That means your ex girlfriend can try to get your old Yahoo! account, which was connected to your old Hotmail account, which was what you used for online banking… you get the idea. Yahoo! responded to these concerns with the statement below.
So what does this mean for deliverability?
Yahoo! Is About to Get Bouncy!
You may want to segment your subscriber list and pay close attention to the bounce rates for Yahoo! users over the next month as Yahoo! begins bouncing emails. A “bounced” email is one that was refused, for one reason or another, by the recieving domain. Bounced emails make your ESP look bad and imply that your list is not healthy. Because spammers often get their lists through disreputable sources, their lists are typically old and riddled with inactive addresses that cause bounces.
When emails bounce, ISP’s begin to think that you’re a spammer, or at least that you’re not using good opt-in and list cleansing practices. You should probably remove bounced Yahoo! email addresses from your list, as they will soon be totally inactive, be given to a new user (who didn’t sign up for your service), or worse, become a spam trap.
Do you have security concerns about Yahoo!’s plan? Let us know in the comments below.