Alumni Email Marketing just got a little harder!
Watch Out! Yahoo’s mailbox shake up will affect your Alumni Communications.
We know what a vital referral channel a Professional Services Alumni network is and email marketing is a key communication channel to stay in touch, so this update is important. On the 15th of August Yahoo will start reissuing Yahoo! IDs that have been inactive for more than 12 months. From now on Yahoo will be hard bouncing all Yahoo email addresses that have been inactive for 12 months or more.
Follow our tips to ensure you keep your alumni email marketing up to date.
YOU MUST ENSURE THAT ALL YAHOO EMAIL ADDRESSES ARE EMAILED BEFORE AUGUST 15TH.
If not then you may lose vital communication details for valued alumni and you don't want your alumni email marketing to lose value.
Even if their account is dormant your recipients may have a forwarding rule on that will notify them of the impending closure. If you cannot do this then there are certain actions that you will be able to follow:
- Develop a special email communication to your yahoo alumni that makes them open and click on a link. This will ensure their email remains active and you will know they are definitely there.
- Create an advanced search against emails that contain yahoo and have a score of 0. Email these contacts to warn them of impending closure.
You can also think about including a survey that asks them for a preferred email address or direct them to your subscription page to update their details.
Although this may not affect a large proportion of your email data base taking these steps will ensure that you are looking after your alumni and may even reengage them.
With recent Gmail inbox rule change, now is a great time to look at your Alumni Communications. As an example, anything that contains unsubscribe links will go into the Promotions Tab, so all Professional Services firms need to monitor their Gmail audience too!
As the Yahoo! update is more time sensitive, we wanted to focus on those recommendations. However, watch this space for a full Gmail write up soon!