Out with the old. In with the new.
As a change agent-style marketer, I’m usually a fan of that adage.
After all, in order to maintain a competitive edge, marketing
organizations often have to jettison “old” practices/processes/mindsets
that tend to mire them in the status quo.But, is “out with the old, in with the new” a sound strategy for email addresses?
Yahoo! thinks so.
Last month, Yahoo! announced it is going to free up and reset IDs that have been inactive for over a year. After a deactivation period where the IDs will be unsubscribed from email lists and send bounce back emails to all correspondence, inactive IDs will be available for new users to claim quite soon, beginning in mid-July.
The ID reset is part of a broader Yahoo! revitalization which includes changes to several Yahoo! products (see here) and the purchase of Tumblr earlier this year.
What does this announcement mean for marketers?
The Pros And Cons Of Yahoo’s ID Reset
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