Summary
Warming an IP at Microsoft typically takes several weeks to months, potentially longer (2-4 months) for a solid reputation, especially for new IPs. Experts and marketers agree that IP warming involves gradually increasing sending volumes. Microsoft's documentation highlights the importance of this gradual process. However, opinions differ regarding mitigation's impact on IP reputation. While one expert states mitigation resets reputation to zero, others, including Microsoft documentation, suggest it aims to restore sending capabilities but doesn't guarantee a complete reset. Post-mitigation, continued monitoring, addressing root causes, maintaining good sending practices, and focusing on content quality and engagement are critical for long-term deliverability success. Microsoft's reputation system is viewed as complex, requiring consistent effort and patience.
Key findings
- Warmup Duration: Microsoft IP warmup typically takes several weeks to months, potentially longer for new IPs.
- Mitigation Impact: Mitigation aims to improve deliverability, but complete reputation reset is debated.
- Gradual Increase: Gradually increasing sending volume is crucial during warmup.
- Engagement Matters: Engagement metrics and content quality are essential for a good reputation.
- Continuous Monitoring: Ongoing monitoring post-mitigation is crucial for identifying issues.
Key considerations
- Plan for Long Warmup: Anticipate a potentially longer IP warming period at Microsoft.
- Address Root Causes: Investigate and resolve underlying deliverability problems.
- Maintain Best Practices: Adhere to consistent, ethical sending practices for long-term success.
- Holistic Approach: Adopt a holistic approach to deliverability, encompassing warmup, content, and engagement.
- Monitor Reputation: Continuously monitor your sender reputation and adapt your strategies accordingly.
What email marketers say
9 marketer opinions
IP warming at Microsoft typically takes several weeks to months, longer than some other providers, with up to two months needed to establish a good reputation, especially for new IPs. Mitigation efforts improve deliverability but don't guarantee a complete reputation reset. Addressing the underlying issues, consistently practicing good sending habits, monitoring deliverability rates, sending quality content, and focusing on engaged subscribers are crucial for building trust with ISPs and improving overall deliverability.
Key opinions
- Warming Time: IP warming at Microsoft takes several weeks to months.
- Mitigation Effect: Mitigation improves deliverability but isn't a complete reputation reset.
- Content Quality: Quality content and engaged subscribers are key to IP warming success.
- Monitoring: Continuous deliverability monitoring is essential post-mitigation.
- Consistency: Consistent good sending habits are critical.
Key considerations
- Root Cause Analysis: Address underlying deliverability issues to prevent recurrence.
- Gradual Increase: Increase sending volume gradually during warmup.
- Engagement Metrics: Focus on engagement metrics to demonstrate value to ISPs.
- Microsoft Complexity: Microsoft's reputation system is complex, requiring a holistic approach.
- Patience: Waiting after mitigation may be necessary for Microsoft to recognize improvements.
Marketer view
Email marketer from Iterable states that while mitigation can help recover from deliverability issues, it is crucial to address the root causes to prevent recurrence. It does not guarantee a full 'reset', but rather an opportunity to rebuild reputation.
5 Mar 2024 - Iterable
Marketer view
Email marketer from GlockApps mentions that while mitigation helps, it's not a complete reputation reset. Monitoring and addressing deliverability issues post-mitigation is critical.
12 Jun 2023 - GlockApps
What the experts say
3 expert opinions
Microsoft IP warming can take 2-4 months of consistent, good sending to establish a solid reputation. While Microsoft mitigation aims to reset an IP's reputation, other experts suggest that it doesn't always guarantee a complete reset. Consistent sending practices are critical to ensure future deliverability.
Key opinions
- Warming Time: Microsoft IP warmup: 2-4 months.
- Mitigation Impact: Conflicting views on mitigation fully resetting reputation.
- Consistency: Consistent sending practices are crucial.
Key considerations
- Extended Warmup: Plan for a longer warmup period at Microsoft.
- Ongoing Monitoring: Monitor deliverability closely even after mitigation.
- Best Practices: Adhere to consistent and ethical sending practices.
Expert view
Expert from Email Geeks explains that Microsoft IP warmup can take 2-4 months of consistent good sending to establish a solid reputation.
8 Dec 2023 - Email Geeks
Expert view
Expert from Email Geeks confirms that Microsoft mitigation resets an IP's reputation to zero.
7 Jul 2023 - Email Geeks
What the documentation says
3 technical articles
Microsoft's documentation emphasizes gradual IP warming to establish a positive sender reputation. New IPs require warming to avoid being flagged as spam. Mitigation aims to restore sending capabilities, but doesn't explicitly guarantee a full reputation reset, implying significant improvement is still needed afterward.
Key findings
- Gradual Warming: IP warming requires gradually increasing sending volume.
- New IP Reputation: New IPs lack reputation and need warming.
- Mitigation Aim: Mitigation restores sending but doesn't guarantee full reset.
Key considerations
- Consistent Increase: Implement a gradual and consistent increase in sending volume during warmup.
- Reputation Building: Focus on building a positive sending reputation from scratch with new IPs.
- Post-Mitigation Improvement: Plan for further improvements and monitoring even after mitigation.
Technical article
Documentation from Microsoft SNDS (Smart Network Data Services) clarifies that mitigation processes aim to restore sending capabilities but doesn't explicitly state a 'reset to zero reputation.' However, it implies a significant improvement is needed after mitigation.
8 Nov 2023 - Microsoft SNDS
Technical article
Documentation from Microsoft Docs explains that warming up an IP address for sending email involves gradually increasing the volume of email sent from that IP address over a period of time to establish a positive sending reputation with email providers like Outlook.com.
23 Sep 2024 - Microsoft Docs
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