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EMAIL NEWS: Yahoo adopts Google email changes

Yahoo's 279 million email users are now benefitting from the same '€˜Priority Inbox' functionality Google launched in August.

The service, which gives users greater control over the emails they view, offers marketers new opportunities for relationship building but it also creates challenges as messages can easily be trashed.

Simon Robinson, marketing and alliances director, EMEA, Responsys is focusing on the positives. He said: "Hot-off-the-heels of the recent changes announced to Hotmail and Google, Yahoo have announced their decision to introduce a priority inbox.

"This is good news for marketers as priority inboxes have the potential to improve the reputation of direct mail by encouraging marketers to use permission and preferences more effectively."

For more tips and advice on how to run successful email campaign visit our Email Knowledge Bank.