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If you send out e-mails on a regular basis, then you need to take some time out to clean up your e-mail list. And you should do it within the next four days.

Why the urgency?

Because Yahoo! is closing inactive e-mail accounts on July 15, 2013.

Constant Contact explains the situation pretty clearly. If one of your subscribers hasn’t logged into their Yahoo! e-mail account within the past 12 months, then their account will be closed. One of two things could happen that will affect your e-mail marketing.

  1. Your e-mails to closed Yahoo! accounts will start bouncing
  2. or, Someone else will secure some of those accounts and start receiving your e-mails, in which case you could be reported as a spammer.

That means you should take time out right now to clean up your e-mail list – before July 15, 2013. But you should also make a point to clean your list at least once a year.

Some e-mail marketers have policies stating they don’t deliver mail to Yahoo! accounts, for reasons similar to this. It’s too easy for someone to set up an account at one of the free web-based services and then forget about it. Then your e-mails are sent off to e-mail marketing limbo.

It’s up to you what you do about such matters, but if you take no action, then the matter will be decided for you.

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