Does Microsoft SNDS monitor reputation for Office 365 hosted domains?

Microsoft SNDS primarily monitors IP and domain reputation based on emails sent to Microsoft consumer domains like Outlook.com, Hotmail, and Live.com. While Office 365 is a Microsoft product, SNDS does not directly provide reputation data for emails sent to enterprise domains hosted on Office 365. This is because enterprise filters are typically more complex and customized than consumer ones. For insights into Office 365 deliverability, you would need to rely on DMARC reports, direct feedback from recipients, or specialized enterprise deliverability tools.

If my IP is 'green' in SNDS, does that guarantee inbox delivery?

SNDS provides reputation classifications (green, yellow, red) for your sending IPs. While a green status in SNDS generally indicates a good reputation, it does not guarantee inbox placement. Emails can still land in the spam folder due to various factors not directly reflected in SNDS, such as content quality, recipient engagement, specific user filters, or other internal Microsoft filtering rules. Therefore, a green status should be seen as a positive signal, but not a definitive assurance of inbox delivery.

Why is Microsoft SNDS data not displaying or delayed?

Data in Microsoft SNDS can sometimes be delayed or incomplete. Common reasons for this include not meeting the minimum sending volume threshold (at least 100 messages to Microsoft recipients per day), system glitches, or maintenance. If you're encountering missing or delayed data, first ensure your sending volume is sufficient. You can also check if SNDS is currently experiencing downtime or review your IP registration to confirm it's still active. If issues persist, consider contacting Microsoft support.

How accurate is Microsoft SNDS data for deliverability monitoring? - Tools - Email deliverability - Knowledge base

Q: Why does Microsoft SNDS data contradict email deliverability during IP warming?

During IP warming , it's common for SNDS data to contradict real-world deliverability, particularly in the early stages. SNDS may show a lower reputation or inconsistent data as your new IP builds its sending history and trust with Microsoft's systems. This is a normal part of the warming process, as filters are learning your sending patterns. It's essential to monitor other metrics closely during this period, such as direct inbox placement tests and engagement rates, rather than relying solely on SNDS color codes.

Microsoft's Smart Network Data Services (SNDS) is often presented as a key tool for understanding your email deliverability to Outlook, Hotmail, and other Microsoft properties. It offers insights into IP reputation, spam complaints, and overall sending behavior, giving senders a snapshot of how their emails are perceived by Microsoft's systems.

However, a common question among email professionals is how accurate this data truly is for day-to-day deliverability monitoring. We often hear anecdotes, and sometimes see direct evidence, that the information in SNDS doesn't always align with the actual inbox placement experience.

This article dives into the nuances of SNDS data, exploring its utility, its limitations, and how you can best leverage it alongside other metrics to ensure your emails consistently reach the inbox.

What SNDS data provides

Microsoft SNDS provides a variety of data points designed to help senders understand their reputation with Microsoft mailbox providers. These include IP status (green, yellow, red), spam complaint rates (via the Junk Mail Reporting Program or JMRP), and data on SmartScreen filter hits. The goal is to give senders visibility into their traffic and help them identify potential issues that could lead to emails being blocked or routed to the spam folder.

To access this data, senders must register their IP ranges within the SNDS portal. Once registered and verified, you gain access to daily (or near-daily) reports. Keep in mind that SNDS data is available for days when you've sent at least 100 messages to Microsoft recipients. This threshold means that for lower volume senders, data might not always be consistently present.

One of the key benefits of SNDS is its direct connection to Microsoft's own filtering systems. This allows senders to get feedback straight from the source, which can be invaluable for diagnosing deliverability challenges specific to Microsoft domains. It's often seen as Microsoft's equivalent to Google Postmaster Tools, providing a similar level of direct insight for a major mailbox provider.

The perceived data discrepancies

Despite its intention, many senders report that SNDS data can often contradict their actual email delivery performance. It's not uncommon for an IP to show a 'green' (good) reputation in SNDS while emails from that IP are consistently landing in the spam folder, or vice versa. This disparity highlights a significant challenge in relying solely on SNDS for a complete picture of your deliverability.

A primary reason for this perceived inaccuracy is that SNDS is a separate system from the live spam filters that make real-time inboxing decisions. While SNDS provides high-level reputation signals, the actual filtering process involves many other factors that are not directly reflected in the SNDS dashboard. This can lead to situations where Microsoft Outlook.com email deliverability seems inconsistent even with favorable SNDS readings.

Another factor is how complaint rates are calculated and reported. Internet Service Providers (ISPs) typically record a complaint on the date it occurs, regardless of when the offending email was sent. Email Service Providers (ESPs) often roll that complaint back to the original send date. This difference in methodology can lead to discrepancies between your internal complaint metrics and the JMRP data shown in SNDS.

SNDS data perspective

IP status: An IP appears Microsoft green, indicating good reputation.
Complaint rates: Low JMRP rates are shown, often below 0.1%.
Data availability: Data for your IP is sporadic, missing many days of sending.

Real-world deliverability impact

Inbox placement: Despite a green SNDS status, emails consistently land in the spam or junk folder.
Engagement: Low opens and clicks, indicating poor inboxing even with low complaints.
Troubleshooting difficulty: It becomes challenging to diagnose issues when the provided data is incomplete.

Practical usage and limitations

Given these discrepancies, how should email senders use SNDS for deliverability monitoring? It's best viewed as a directional indicator rather than a precise, real-time reflection of your inbox placement. It can help you identify broad trends or severe issues, but it should not be your sole source of truth.

For example, a sudden shift from green to yellow or red in SNDS often signifies a significant drop in your sending reputation with Microsoft and warrants immediate investigation. Similarly, a spike in JMRP rates, even if your internal complaint rates are low, should prompt a review of your audience segmentation and content.

However, if you're experiencing deliverability issues with Microsoft despite a green SNDS status, you'll need to look beyond SNDS. This is where other monitoring tools and internal data become critical.

Many email professionals have noted the problematic reporting in SNDS and suggest treating its data as one piece of a larger puzzle. For a more comprehensive view, combine SNDS insights with data from Google Postmaster Tools, DMARC reports, and your own internal sending metrics like open rates, click-through rates, and bounce rates. These combined insights provide a much clearer picture of your actual inbox placement and sender reputation.

Enhancing your deliverability beyond SNDS

Improving email deliverability to Microsoft domains goes beyond just monitoring SNDS. It requires a holistic approach that focuses on fundamental email hygiene and authentication practices. Start by ensuring your email authentication protocols, such as SPF, DKIM, and DMARC, are correctly implemented and aligned. These standards help verify your sending identity and build trust with mailbox providers.

Maintaining a clean and engaged email list is also paramount. Regularly remove inactive subscribers and hard bounces to reduce the risk of hitting spam traps or generating high complaint rates. Focus on sending relevant, valuable content to recipients who genuinely want to receive your emails. High engagement metrics are a strong positive signal to ISPs.

Also, be aware of Microsoft's new sender requirements as they evolve, as compliance with these guidelines is essential for optimal deliverability. While SNDS offers some clues, a proactive approach to sender reputation management and adherence to best practices will yield the most consistent results for your email deliverability.

Views from the trenches

Best practices

Always combine SNDS data with other metrics like DMARC reports, internal engagement rates, and inbox placement tests for a complete picture.

Prioritize maintaining a clean email list by regularly removing inactive subscribers and managing bounces effectively to reduce negative signals.

Implement strong email authentication (SPF, DKIM, DMARC) to build trust and ensure your emails are verifiable by Microsoft's systems.

Focus on content relevance and recipient engagement, as high engagement is a powerful positive signal that can override minor reputation fluctuations.

Common pitfalls

Relying solely on a 'green' status in SNDS, which can provide a false sense of security while emails are still landing in the spam folder.

Ignoring the discrepancies between SNDS JMRP complaint rates and internal complaint calculations, leading to misinterpretation of issues.

Failing to review SNDS data regularly or not logging in frequently enough, missing crucial reputation changes.

Overlooking Microsoft's minimum sending volume requirement for data display, resulting in incomplete or missing historical data.

Expert tips

Implement a feedback loop (FBL) with Microsoft (JMRP) to get direct reports on user complaints, even if SNDS data seems inconsistent.

Monitor your domain and IP reputation on other third-party blocklists (blacklists) as Microsoft considers external reputation signals.

Proactively warm up new IPs gradually when sending to Microsoft domains, even if SNDS shows a good initial reputation.

Conduct A/B testing on subject lines and content to optimize engagement and minimize negative user feedback, which impacts Microsoft's filtering.

Marketer view

Marketer from Email Geeks says the data in Microsoft SNDS often does not align with actual deliverability results.

2022-04-24 - Email Geeks

Expert view

Expert from Email Geeks, steve589, indicates that SNDS is a system separate from Outlook.com's live spam filters, explaining why a green SNDS status might still result in spam folder delivery.

2022-04-25 - Email Geeks

Final thoughts on SNDS accuracy

Microsoft SNDS is an important tool for any sender targeting Microsoft's vast user base, offering unique insights into your reputation directly from the source. However, its accuracy for precise deliverability monitoring can be debated due to its operational independence from live spam filters and varying data reporting methodologies.

To gain a truly accurate picture of your email deliverability, it's crucial to use SNDS as one component of a broader monitoring strategy. Supplement its data with metrics from Google Postmaster Tools, DMARC reports, and your own internal engagement analytics. This comprehensive approach will provide the clearest understanding of your sender reputation and help you optimize your campaigns for maximum inbox placement.