- Content Marketing
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
How to Keep Yahoo’s Dead Pool from Sabotaging Your Email Program
Posted on July 17th 2013
Yahoo is running a fire sale on dormant email addresses. All of the addresses in their dead pool have been released for people to claim. An individual can request up to five addresses between July 15, 2013 and August 7, 2013. The people who receive rights will have 48 hours to activate the accounts beginning August 15, 2013. Giving people the opportunity to claim the names they really want is a great idea for users. It is a challenge for email marketers.
Spam reports triggers spaminators more often than any other delivery no no. A campaign generating as few as one spam report for every thousand emails sent can get the account temporarily blocked. Continued spam reports will inevitably generate a permanent block completely destroying your email marketing program. Dead pool addresses that are in your email database will go to new people who did not opt in to your program. Pressing the spam button is the easiest route for them to stop the messages. This will hurt your business. Taking action now keeps the Yahoo changes from affecting your company. To minimize your risk:
- Segment Yahoo addresses that have not responded to your messages in twelve months or more. Send them a personalized email asking for confirmation that they still want to receive emails from your company.
- Monitor bounces closely because Yahoo is currently bouncing messages to the dead pool addresses. All Yahoo addresses that are bounced need to be moved to the “do not mail” list.
- Before the August 15 deadline, send a second email to people who did not respond to your first confirmation request.
- Move all Yahoo addresses that did not respond to the confirmation requests to the “do not mail” list in your marketing database.
- Flag all Yahoo addresses that did not respond to the confirmation requests as “do not mail” in your order management system. If you do not have the option to flag them, consider removing the addresses. Spam reports can be generated by transactional emails too.
- Ask customer service representatives to verify existing customer email addresses to insure that you have the most current ones on file when speaking to customers.