In a nod to its most loyal users and in an effort to get people back on their Yahoo (NASDAQ:YHOO) accounts, the tech giant said this week it will purge email addresses that haven’t been used in 12 months.
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The move, the latest overhaul to Yahoo’s suite of products since CEO Marissa Mayer took the reins last year, will open up a slew of new usernames that have been bogged down for years with inactivity.
Other changes over the last few quarters have been a complete redesign of its homepage, a rule to ban working from home in an effort to foster team spirit and the $1.1 billion purchase of social blogging site Tumblr.
While shares of Yahoo didn't react to the email news, they have risen close to 31% since the beginning of January and are up 70% from 12 months ago.
“I’m excited to share with you our next big push,” Yahoo’s Senior Vice President of Platforms Jay Rossiter said in a Tumblr post. “If you’re like me, you want a Yahoo! ID that’s short, sweet, and memorable like email@example.com instead of firstname.lastname@example.org.”
Users that haven’t been on for a year and want to keep their Yahoo ID must sign on to any of Yahoo’s products before July 15th.
Yahoo is having a little fun with it, too. In mid-July, anyone will be able to try and score the ID they want, hoping it becomes available with the purging. In mid-August, users who staked a claim on certain IDs will have to re-visit Yahoo to discover which name they received.