Summary
Experts, marketers, and documentation sources converge on the conclusion that SNDS colors are an unreliable and oversimplified representation of email delivery performance. While providing a basic overview of Microsoft's perspective on a sender's reputation, SNDS colors are influenced by numerous factors, lack granular detail, and do not consistently reflect actual inbox placement. Relying solely on SNDS colors is strongly discouraged. A comprehensive approach involves analyzing underlying data within SNDS (complaint rates, authentication failures), integrating data from third-party tools and internal metrics, actively managing feedback loops, ensuring proper sender authentication, and following email marketing best practices.
Key findings
- Unreliable Indicator: SNDS colors should not be trusted as a reliable indicator of inbox placement or overall deliverability.
- Lack of Granularity: SNDS colors are a basic metric and do not provide sufficient detail for diagnosing specific deliverability issues.
- Influence of Multiple Factors: SNDS colors are influenced by numerous factors, including complaint rates, spam traps, authentication, and sending volume.
- Volume Dependent: The accuracy of SNDS colors may be higher at very large email volumes.
Key considerations
- Analyze Underlying Data: Focus on analyzing the underlying data within SNDS, such as complaint rates, bounce rates, and authentication failures, to gain actionable insights.
- Integrate Multiple Tools: Use SNDS in conjunction with other deliverability testing tools, seed lists, Google Postmaster Tools and internal metrics to develop a comprehensive understanding of email performance.
- Manage Feedback Loops: Actively participate in and manage feedback loops to identify and address issues that affect your sending reputation.
- Implement Authentication: Ensure proper sender authentication (SPF, DKIM, DMARC) to improve deliverability and sender reputation.
- Adhere to Best Practices: Follow email marketing best practices, including obtaining consent, segmenting audiences, and providing clear unsubscribe options, to maintain a positive sender reputation.
- Low Volume Considerations: Be extra cautious using SNDS at low email volumes as the colours may be misleading.
What email marketers say
12 marketer opinions
Multiple email marketers and experts suggest that SNDS colors are an unreliable and oversimplified indicator of email delivery performance. While SNDS provides some insight into Microsoft's perception of a sender's reputation, the colors are influenced by many factors and don't always accurately reflect actual inbox placement. The colors are most unreliable when sending low volumes of emails.
Key opinions
- Unreliable Indicator: SNDS colors should not be trusted as the sole indicator of inbox placement.
- Volume Dependent: The colors are more credible when sending very high volumes of emails.
- Influenced by Many Factors: SNDS colors are influenced by factors such as complaint rates, spam trap hits, and authentication issues.
- Starting Point: SNDS data and colors can be a starting point for troubleshooting but should not be the only data you analyse.
Key considerations
- Monitor Complaint Rates: Focus on monitoring complaint rates and authentication status as primary indicators of deliverability.
- Use Other Tools: Use a variety of deliverability testing tools, seed lists, and engagement metrics to get a clearer picture of email performance.
- Improve Sender Reputation: Focus on building a strong sender reputation through consistent sending practices and engagement.
- Implement Best Practices: Following email marketing best practices and monitoring tools is critical.
Marketer view
Email marketer from Email Marketing Agency states that effective audience segmentation can improve engagement metrics and lower complaint rates, which can contribute to a better sender reputation and potentially influence SNDS colors positively.
6 Jul 2022 - Email Marketing Agency
Marketer view
Email marketer from StackExchange suggests using SNDS data, including the colors, as a starting point for troubleshooting deliverability issues. They recommend investigating any sudden changes in color to identify potential problems with your sending practices or content.
17 Feb 2022 - StackExchange
What the experts say
3 expert opinions
Experts agree that relying solely on SNDS colors for assessing email delivery performance is misleading. The colors offer a basic indication of overall email health but lack granular detail and can be random. A comprehensive approach involving analyzing underlying data (complaint rates, authentication failures), utilizing third-party tools, internal metrics, and Microsoft JMRP is crucial for a better understanding of deliverability issues.
Key opinions
- Colors are Misleading: Focusing solely on SNDS colors can be misleading and does not guarantee an accurate representation of deliverability.
- Lack of Granular Detail: SNDS colors are a very basic indicator and don't provide granular detail on individual issues.
- Need Additional Tools: Relying only on SNDS is insufficient; use third-party tools, Microsoft JMRP, and internal metrics.
Key considerations
- Analyze Underlying Data: Examine complaint rates, authentication failures, and other underlying data points within SNDS for a more accurate assessment.
- Combine Data Sources: Integrate data from third-party tools and internal metrics for a holistic view of email deliverability.
- Consider JMRP: Use tools like Microsoft JMRP in conjunction with SNDS to analyze user reactions to your emails.
Expert view
Expert from Word to the Wise, Laura Atkins, explains that SNDS data can be helpful, but focusing solely on the colors can be misleading. She emphasizes analyzing the underlying data, such as complaint rates and authentication failures, to gain a better understanding of deliverability issues. She also mentions using tools like the Microsoft JMRP in conjunction with SNDS.
9 Apr 2022 - Word to the Wise
Expert view
Expert from Email Geeks states the colors in SNDS are supposed to represent user reaction to the message but they seem utterly random, and do not give any indication of where the mail is delivered.
28 Mar 2024 - Email Geeks
What the documentation says
5 technical articles
Documentation from various sources indicates that SNDS colors provide a basic visual representation of sending reputation but shouldn't be the sole determinant of email delivery performance. Microsoft doesn't directly link the colors to specific inboxing rates. A comprehensive approach involves using SNDS data in conjunction with other metrics like complaint rates, bounce rates, spam trap hits, and feedback loops. Proper sender authentication and active feedback loop participation are also important for a positive sending reputation.
Key findings
- Visual Representation Only: SNDS colors are a quick visual representation but don't correlate directly with inboxing rates.
- Use with Other Metrics: SNDS data should be interpreted alongside other deliverability metrics for a comprehensive understanding.
- Tool Specific: SNDS provides data specific to Microsoft, while other tools like Google Postmaster Tools offer a broader view.
Key considerations
- Monitor Key Metrics: Pay close attention to complaint rates, bounce rates, spam trap hits, and feedback loops to assess sending reputation.
- Implement Authentication: Ensure proper sender authentication (SPF, DKIM, DMARC) to improve deliverability.
- Participate in Feedback Loops: Actively participate in feedback loops to identify and address deliverability issues.
- Diversify Tools: Use multiple tools such as SNDS and Google Postmaster Tools.
Technical article
Documentation from Mailjet emphasizes the importance of proper sender authentication (SPF, DKIM, DMARC) to improve email deliverability and potentially influence SNDS results, including the colors displayed.
27 Apr 2024 - Mailjet
Technical article
Documentation from Return Path explains the role of feedback loops in improving email deliverability and maintaining a positive sending reputation, which can indirectly affect the SNDS colors by reducing complaint rates.
27 Jan 2025 - Return Path
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