BT Are Changing Email Terms. Here’s How It May Affect Your Data

The 17th of June will see BT Yahoo mail taking a new approach on how it manages dormant email accounts. All BT broadband customers that haven’t used their email account for more than 150 days will be closed. This applies to anyone who has not logged on prior to the 18th of January 2013.

BT will be deleting the email address and all the contents within the mailbox, users have been asked if they wish to keep their email account they simply need to have logged in from between the 18th of January and the 17th of June 2013. Moving forward they will then need to ensure they login at least once every 150 days to ensure the account is marked as active.

Which of my contacts will this affect?

Most of the accounts that will be affected end either:

  • @btopenworld.com, or
  • @btinternet.com

What does this mean for email marketers?
It possible you will see an increase in soft bounces and hard bounces when sending campaigns to these domains.

This will occur because:

  • BT Yahoo will have closed accounts
  • Users may remember that they have a BT Yahoo account and close it
  • Users who have migrated to another email may set up an auto response

This then allows you to do some housekeeping to remove any redundant email addresses as you will be able to benefit from the change that has taken place. If you want to be ahead of the game why not generate a segmentation query to identify your non-openers with @btinternet.com or btopenworld.com greater than 150 days of sends. Then you could simply suppress them , delete them or even get your team to get updated contact information for them?

If you see any impact from this, or have other ideas about how this might affect campaigns, please do share them below.

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