Why are my emails going to the promotions tab in Gmail? - Knowledge Base

Summary

Improving sender reputation and inbox placement with Microsoft requires a multifaceted approach centered around understanding and adhering to their unique and stringent email policies. This includes implementing proper email authentication (SPF, DKIM, DMARC), actively monitoring your IP reputation through Microsoft's SNDS and JMRP, and maintaining a high level of email engagement by providing valuable, personalized content. List management practices, such as regularly removing unengaged subscribers and utilizing double opt-in, are also critical. Furthermore, new IP addresses should be warmed up gradually, feedback loops should be established to address complaints, and emails should be thoroughly tested across different clients. Crucially, it's essential to avoid using tools that promise to artificially boost reputation, as Microsoft actively combats these practices and focuses heavily on genuine user engagement and positive interactions with your emails.

Key findings

Stringent Policies: Microsoft has distinct and often stricter email policies compared to other providers.
Reputation Focus: Microsoft's filtering is heavily reputation-based, emphasizing consistent and positive sending history.
High Engagement: User engagement, driven by personalized and relevant content, significantly influences sender reputation.
Authentication Importance: Proper authentication (SPF, DKIM, DMARC) verifies email authenticity and improves trust.
Monitoring Tools: Microsoft's SNDS and JMRP are crucial for tracking IP reputation and identifying issues.
List Hygiene: Regularly removing unengaged subscribers improves deliverability by reducing spam complaints.
Avoid Artificial Tools: Using tools that artificially inflate reputation can lead to penalties from Microsoft.
Gradual IP Warmup: Warming up new IP addresses is crucial for establishing a positive reputation.
Feedback Loops: Implementing feedback loops (FBLs) helps address complaints.
Double Opt-in: Double opt-in ensures genuinely interested recipients on mailing lists.

Key considerations

Policy Adherence: Thoroughly understand and adhere to Microsoft's specific email policies and guidelines.
Authentication Implementation: Properly configure SPF, DKIM, and DMARC for your domain.
SNDS/JMRP Monitoring: Regularly monitor SNDS and JMRP for insights into IP reputation.
Engagement Strategy: Develop a strategy to create engaging, valuable content for recipients.
List Management Practices: Implement robust list management practices, including double opt-in and regular cleaning.
IP Warmup Plan: Create a gradual IP warmup plan for new IP addresses to avoid triggering spam filters.
Feedback Loop Setup: Set up feedback loops to address complaints promptly.
Testing Protocols: Thoroughly test emails across various clients, including Microsoft Outlook.
Reputation Building: Be aware that building a good sending reputation with Microsoft takes time and consistent effort.
Ethical Practices: Avoid unethical practices to boost reputation, as these may be penalized by Microsoft.

What email marketers say

9 marketer opinions

Improving sender reputation and inbox placement with Microsoft involves adhering to their specific policies, maintaining consistent sending practices, and ensuring high email engagement. Key strategies include proper sender authentication (SPF, DKIM, DMARC), list segmentation and hygiene (removing unengaged subscribers), warming up new IP addresses gradually, and using double opt-in for new subscribers. Monitoring IP reputation via Microsoft's SNDS and utilizing feedback loops to address complaints are also crucial. Providing personalized, valuable content and testing emails across different clients ensures optimal deliverability and user engagement.

Key opinions

Policy Adherence: Adhering to Microsoft's email policies and guidelines is essential to avoid being marked as spam.
Authentication: Proper sender authentication (SPF, DKIM, DMARC) is crucial for verifying email authenticity and improving reputation.
Consistent Sending: Maintaining consistent sending volume and practices helps build a positive sender reputation.
Engagement: High email engagement, driven by personalization and relevant content, positively impacts sender reputation.
List Hygiene: Regularly removing inactive subscribers improves deliverability by reducing spam complaints.
IP Warmup: Gradually warming up new IP addresses is important to establish a positive reputation.
Feedback Loops: Implementing feedback loops (FBLs) helps identify and address complaints from Microsoft users.
Double Opt-in: Using double opt-in ensures that only genuinely interested recipients are added to the mailing list.
Email Testing: Testing emails across different clients helps ensure proper formatting and display, minimizing deliverability issues.
Dedicated IPs: Using dedicated IP addresses provides more control over sender reputation.

Key considerations

Microsoft Policies: Understand and strictly adhere to Microsoft's specific email policies, which may differ from other providers.
Authentication Setup: Ensure that SPF, DKIM, and DMARC are correctly configured for your sending domain to authenticate your emails.
Engagement Metrics: Monitor engagement metrics such as open rates, click-through rates, and complaint rates to identify areas for improvement.
List Management: Regularly clean and segment your email list to remove unengaged subscribers and tailor content to specific audience segments.
IP Warmup Strategy: If using a new IP address, develop a gradual warmup strategy to avoid triggering spam filters.
Feedback Loop Implementation: Set up feedback loops to receive and act on complaints from Microsoft users, promptly removing those recipients from your list.
Opt-in Process: Implement a double opt-in process to ensure that subscribers genuinely want to receive your emails.
Testing: Thoroughly test emails across different email clients, including Microsoft Outlook, to ensure proper rendering and avoid deliverability issues.
Dedicated IP Monitoring: If using dedicated IP addresses, monitor their reputation and ensure they are not being blacklisted.

Marketer view

Email marketer from EmailOnAcid shares that consistent sending volume, engagement, and proper authentication (SPF, DKIM, DMARC) are crucial for improving sender reputation. They also recommend segmenting your email list and removing unengaged subscribers.

28 Sep 2023 - EmailOnAcid

Marketer view

Email marketer from Sendgrid shares that using dedicated IP addresses can give you more control over your sender reputation with Microsoft. Dedicated IPs allow you to build a reputation independently of other senders, which can improve deliverability.

4 Jul 2024 - Sendgrid

What the experts say

6 expert opinions

Improving sender reputation and inbox placement with Microsoft requires understanding their unique and stringent filtering practices. Microsoft prioritizes user engagement and negatively impacts senders who send unwanted or unsolicited mail. Building a good reputation takes time and consistent effort; there are no shortcuts. Monitoring IP reputation using Microsoft's SNDS and JMRP is crucial, along with focusing on list management, strong opt-in processes, and providing valuable content. Avoid using tools that attempt to artificially inflate reputation, as Microsoft actively combats these practices.

Key opinions

Microsoft's Stringent Standards: Microsoft has different and often stricter standards for senders compared to other providers like Gmail.
Reputation Based Filtering: Microsoft's filtering is heavily reputation-based, making it challenging for senders to build and maintain a good reputation.
Focus on User Engagement: Microsoft places a strong emphasis on user engagement, rewarding senders whose emails are positively received.
Monitoring is Key: Using Microsoft's SNDS and JMRP tools is essential for monitoring your IP reputation and understanding how Microsoft views your traffic.
No Quick Fixes: Fixing a damaged reputation takes as long as it did to create it; there are no quick fixes or shortcuts.
Avoid Reputation-Boosting Tools: Avoid using tools that artificially inflate reputation, as Microsoft actively combats and penalizes these practices.
List Management Importance: Focus on list management, opt-in processes, and providing value to recipients.

Key considerations

Understand Microsoft's Policies: Familiarize yourself with Microsoft's specific email policies and guidelines, as they differ from other providers.
Prioritize User Experience: Focus on providing value to your recipients and avoiding practices that could be perceived as annoying or intrusive.
Monitor SNDS and JMRP: Regularly check Microsoft's SNDS and JMRP to monitor your IP reputation and identify any issues affecting deliverability.
Build Reputation Organically: Focus on building a good reputation through consistent sending practices, low complaint rates, and strong authentication.
Avoid Unethical Practices: Steer clear of using tools or services that promise to artificially boost your reputation, as they can lead to penalties.
Patience and Persistence: Be prepared for a long-term effort, as fixing a damaged reputation takes time and consistent effort.
Opt-in Strategy: Ensure you have a solid double opt-in process in place and that you're sending to users who want your content.

Expert view

Expert from Email Geeks shares that Microsoft doesn't react as nimbly as Gmail does, and reputation is a measure of past performance. It takes as long to fix a reputation as it did to create it. There's no shortcut. You may be able to open a ticket through their support page and ask for mitigation, but if you've not fixed the underlying causes, you'll end up back in the same place.

1 Nov 2022 - Email Geeks

Expert view

Expert from Email Geeks advises against using tools like Inboxally and Warmbox to repair reputation. Microsoft has sued people for creating lots of accounts to move mail from spam to the inbox and create a fake reputation. Google has cut off API access for companies that do this, and Yahoo said in a different thread on the topic it was against their AUP because they are companies built on abusing the system.

20 Apr 2025 - Email Geeks

What the documentation says

6 technical articles

Improving sender reputation and inbox placement with Microsoft involves utilizing the tools and authentication methods they recommend and adhering to best practices for email content and sending. Monitoring your IP reputation via Microsoft's SNDS, setting up feedback loops, and avoiding practices that trigger spam filters in Exchange Online are essential. Implementing email authentication protocols like SPF, DKIM, and DMARC helps verify the authenticity of your emails, improving trust and deliverability.

Key findings

SNDS Monitoring: Microsoft's Smart Network Data Services (SNDS) provides data on your IP reputation, including complaint rates and spam trap hits.
Exchange Online Guidelines: Microsoft's Deliverability in Exchange Online details how to avoid spam filters by focusing on content, formatting, and sending practices.
Feedback Loops: Setting up feedback loops and monitoring complaint rates are recommended best practices for bulk email senders.
DMARC Implementation: Implementing DMARC helps prevent email spoofing and phishing attacks, improving sender reputation.
SPF Configuration: SPF helps prevent spammers from forging the From addresses in your messages.
DKIM Authentication: DKIM allows an organization to take responsibility for a message in a way that can be verified by email providers.

Key considerations

Regular SNDS Checks: Regularly monitor SNDS to identify and address issues affecting your IP reputation.
Content and Formatting: Adhere to Microsoft's guidelines on email content and formatting to avoid triggering spam filters in Exchange Online.
Feedback Loop Setup: Establish feedback loops to receive and act on complaints from Microsoft users.
DMARC Policy: Implement and enforce a DMARC policy to protect your domain from email spoofing.
SPF Record Configuration: Ensure your SPF record accurately lists authorized sending sources for your domain.
DKIM Signing: Properly configure DKIM signing for your emails to verify their authenticity.

Technical article

Documentation from DKIM explains DKIM which is an email authentication method designed to detect email spoofing. It allows an organization to take responsibility for a message in a way that can be verified by email providers. This authentication helps improve sender reputation with Microsoft.

1 Aug 2023 - DKIM

Technical article

Documentation from Microsoft SNDS explains how to use the Smart Network Data Services (SNDS) to monitor your IP reputation with Microsoft. SNDS provides data about your sending IPs, including complaint rates and spam trap hits, allowing you to identify and address issues affecting your reputation.

7 Aug 2022 - Microsoft