Yahoo e-mail recycling could hit marketer databases

08/2/2013 | BtoB Magazine

On Aug. 15, Yahoo will make e-mail addresses that have not been used in more than a year available to new users, which means marketing e-mails might start reaching unintended recipients. Yahoo plans to unsubscribe e-mail addresses from accounts, so marketers should make unsubscribing easy and remove any e-mail addresses that return inactive notices, said Brad van der Woerd, director of deliverability at Yesmail.

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