• by Ray Schultz , Columnist, May 7, 2024

Email marketers may be in for an unpleasant surprise when they send emails to certain Yahoo addresses: bounces.  

“It’s been an ongoing issue for companies targeting Yahoo-related account users,” says Brian Minick, chief operating officer of ZeroBounce.

The problem is that Yahoo has been deactivating dormant accounts since 2013, and it intensified that process 2019, ZeroBounce says. 

Legacy email validation tools classify these deactivated accounts as valid. But the emails bounce when Yahoo deletes them.

“Traditional email validation methods can’t detect disabled Yahoo-related accounts because they show as valid until they are deleted,” says ZeroBounce founder and CEO Liviu Tanase. 

ZeroBounce claims it has a solution: A tool called Verify+ that determines the validity of disabled Yahoo-related email addresses, 

Verify+ provides accurate results for Yahoo, AOL, and Verizon addresses, the firm says.   

Some brands may not be aware of the issue. Don’t take this as an endorsement, but the problem is one email senders should be aware of.  

ZeroBounce is offering Verify+ as an optional feature, free of charge to clients using its email validation service.