Email marketing is a successful marketing strategy, and we all know it feels to be bombarded with unwanted or spam ads. Earlier email providers would snoop into our mailboxes for getting clues on how to target ad campaigns. This practice was stopped after customers started complaining about the same. Things are a bit different when it comes to Yahoo and AOL as they are still following the old tactics of trying to sniff it. Reports suggest the Oath, which is their parent company, still looks for data to sell to advertisers.
Yahoo and AOL Still Scan Your Emails
The Wall Street Journal recently reported about how Yahoo and AOL continue to scan into users mailboxes. They further reported that the two email service providers continue to do so in an attempt to gain information related to targeted ads, which they later sell to advertisers.
The content of the policy is as follows – “Oath may use device IDs, cookies, and other signals, including information obtained from third parties, to associate accounts and/or devices with you… Oath analyzes and stores all communications content, including email content from the incoming and outgoing mail. This allows us to deliver, personalize and develop relevant features, content, advertising, and Services.”
Also, they have mentioned in their terms how they share your data with advertisers. In it, they have clarified that they do not share any PII data of the users.
“We may share aggregated or pseudonymous information (including demographic information) with partners, such as publishers, advertisers, measurement analytics, apps, or other companies… We do not share information that personally identifies you (personally identifiable information is information like name or email address) with these partners, such as publishers, advertisers, measurement analytics, apps, or other companies.”
Is There Anyone Else Other Than Oath Who Scan Your Emails?
While speaking to the Wall Street Journal, Oath VP for Data Management and Insights, Doug Sharp said-
Email is an expensive system. I think it’s reasonable and ethical to expect the ‘value exchange,’ if you’ve got this mail service and there is advertising going on.
Oath says they do give users the option to opt-out of this process. We don’t think this is a good practice. What do you think about this practice implemented by Oath? Do leave us a comment and let us know what you think.