Yahoo recently announced that it’s releasing old and inactive Yahoo IDs and their matching email addresses. As a result, Yahoo users that have not logged in for 12 months will lose their Yahoo ID and reassigned. This covers all Yahoo-owned but not managed domains, worldwide (yahoo.com, yahoo.co.uk, yahoo.fr, etc.). Domains that Yahoo hosts mail for, but does not own, will not be impacted (att.net, Btinternet.com, etc.)
What do you mean “Yahoo-owned but not managed” domains?
Yahoo owns hundreds of domains around the world like Yahoo.fr, Yahoo.com.tr , Yahoo.nl and Ymail.com. Yahoo also manages the email side of other ISPs including Btinternet.com, Rogers.com and ATT.net. Nothing will happen to the managed domains.
What kind of impact can I expect?
Expect to see an increase in Yahoo hard bounces as these addresses go dark on or after July 15. Also, expect to see a large increase in opt-outs as Yahoo plans on using the unsubscribe link that’s included in the headers of all Engage mailings.
Is there anything I need to do now or in the future?
The best advice is to stay engaged with your recipients. If they haven’t opened your mailings in 12 months, consider sending a re-engagement mailing to your Yahoo accounts. Only keep the addresses that have opted back into the mailing via the re-engagement mailing. Because of the increase in hard bounces from Yahoo, now is a great time to make sure your suppression lists are in order!
Is this a new trend with the ISPs?
All ISPs recycle email addresses and have done so for years. They generate hard bounces as they put the address on hold. Some ISPs will release the address after six months, while others will release the address after only 90 days. One aspect that sets this effort apart is the short period of dormancy. These IDs will be released and reassigned in as little as 30 days. Sending a monthly newsletter, it’s possible to miss bounces in between an ID being released and reassigned. The best option here is to focus on those active in your list/database and, if appropriate, send a re-engagement mailing.
Additional Yahoo Resources:
Additional Deliverability Blog Posts:
1) “New Gmail Tabs: Big Yawn or Zombie Apocalypse for Email Marketing?”
2) “Email Authentication: How SPF, DKIM and DMARC Separate the Wannabes from the Real Stuff”
3) “Psst, Do You Have Any Warmed IP Addresses?”