Yahoo’s Recycling Program Means Late Summer Spring Cleaning For Marketers

Beginning on August 15th, Yahoo will begin recycling email addresses that have been inactive for more than a year, allowing them to become available again.  Unless a late-summer cleaning is undertaken, this could present a problem for email marketers.  As email addresses become recycled and passed on to the new owner, the old owner’s email marketing preferences could carry over, causing your email to go to an unintended recipient.  The key to avoiding this problem is to have a good email hygiene program in place.  Removing emails that hard bounce is step one (and should be done anyway!).

For more tips on how to deal with this coming problem, read the full article on