A lot has been going on at Yahoo! recently. Company CEO, Marissa Mayer, announced last year that her focus was to slim Yahoo! down and stop supporting unprofitable products. Having struggled in recent times to retain its identity and find something unique in its brand, Yahoo! has predictably turned its attentions to the services it believes can be improved. One of those is their long-standing, and still very popular, email service.

It has been noted in e-marketing circles that there has been a noticeable increase in bounces from Yahoo! addresses. Oddly, it is quite sporadic; some senders are seeing very large percentages of bounces while others are experiencing a much smaller return. It could certainly be argued that this may simply be down to poor list hygiene on the senders’ part, but why is Yahoo!’s focus on their email service also a likely cause?

There has been no official word from the company itself, but it is safe to assume that, as they revamp the back end and infrastructure of Yahoo! Mail, they’ll also be doing some spring cleaning. This will likely involve removing or disabling old and inactive user accounts. Some of those user accounts may be sitting in your email marketing list.

If you have experienced an unusually large number of bounces from recent campaigns or – more importantly still – if you haven’t checked your bounce reports in a while, now may be a good time to take a look at the results. If there’s a large number of Yahoo! addresses in there, it’s probably time for your own spring clean. Similarly, if you always send your emails to one single master list, the number of dead addresses filling your bounce reports are an indication that some segmentation would work wonders. mailingmanager enables you to segment lists based on subscriber activity. Dead email addresses won’t actively do anything, therefore segmented lists are a fantastic way to maintain clean addresses, even if your master list still contains inactive accounts.

Yahoo! aren’t alone. We can assume that most email providers will at times dust out the cupboards and remove those accounts which are no longer in use. They’re doing the right thing and, in turn, it might just highlight some areas of improvement which are needed in your own list hygiene regime!

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Mark is one of mailingmanager's email experts. His contributions to this blog openly share the tricks, tips and best practices he's learned while running multiple e-marketing campaigns.

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