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

Summary

To improve email deliverability to Hotmail/Outlook, even with proper authentication and opt-in, a multi-faceted approach is required. Maintaining a positive sender reputation is crucial, which includes monitoring IP reputation through SNDS and JMRP, keeping complaint rates low, resolving blacklist listings, and gradually warming up new IPs. Technical aspects include ensuring valid SPF, DKIM, and DMARC records and, potentially, Sender ID authentication. Content quality is also essential; avoid spam trigger words, use clean HTML, and maintain a good text-to-HTML ratio. Focus on list hygiene by validating email lists regularly and removing inactive addresses. Active monitoring and response to feedback loops is important. Subscriber engagement matters; encourage recipients to add you to their address book and reply to your emails. List bombing prevention measures are vital for avoiding deliverability issues. Checking that links in your email point to domains with a good reputation. Contacting SNDS/JMRP is crucial if deliverability issues still persist.

Key findings

Sender Reputation is Paramount: Maintaining a positive sender reputation with Microsoft, as measured by SNDS, JMRP, and blacklist status, is critical for inbox placement.
Authentication is Non-Negotiable: Valid SPF, DKIM, and DMARC records are essential for passing Microsoft's filtering policies. Sender ID may also be necessary.
Content Matters More Than You Think: Carefully crafting email content to avoid spam trigger words, use clean HTML, and maintain a good text-to-HTML ratio is vital.
List Hygiene is Essential: Regularly validating and cleaning email lists reduces bounces, spam complaints, and improves deliverability.
Engagement Signals: Positive subscriber engagement, like adding to address book and replying, improves sender reputation.
Feedback Loops Provide Critical Data: Implementing and actively monitoring feedback loops (FBLs) is crucial for identifying and addressing recipient complaints.
List bombing causes issues: List bombing impacts deliverability by damaging your sender reputation.

Key considerations

Enroll in SNDS/JMRP: Enroll in Microsoft's Smart Network Data Services (SNDS) and Junk Mail Reporting Program (JMRP) to monitor IP reputation and user complaints.
Regularly Check Blacklists: Use tools like MultiRBL to check your IP and domain against multiple blacklists and resolve any listing issues promptly.
Validate Your Lists: Use an email verification service to clean your list of invalid or inactive email addresses.
Monitor Complaint Rates: Keep complaint rates low by providing value and making it easy for subscribers to unsubscribe.
Implement and Monitor FBLs: Implement and actively monitor Feedback Loops (FBLs) to identify and address complaints from recipients, which directly impacts deliverability to providers like Hotmail/Outlook.
Analyze Content: Carefully analyze your email content can help avoid triggering spam filters and improve email delivery.
Check link reputation: Ensure the links in your email point to domains with a good reputation.
Contact SNDS/JMRP Support: If deliverability issues persist despite best practices, contact SNDS/JMRP support for direct assistance.

What email marketers say

10 marketer opinions

Several factors contribute to Hotmail/Outlook emails landing in spam despite proper authentication and opt-in. Maintaining a good sender reputation is crucial, which involves monitoring IP reputation through Microsoft's SNDS and JMRP, keeping complaint rates low, and resolving any blacklist listings. Content quality significantly impacts filtering; avoid spam trigger words, ensure clean HTML, and maintain a good text-to-HTML ratio. List hygiene is also essential; validate email lists regularly, remove inactive addresses, and focus on engaging subscribers with relevant content to reduce 'Report as Junk' clicks. Gradually warm up new IPs to build a positive reputation. Implementing feedback loops allows for monitoring and acting upon complaints from recipients. Also, check content for spam triggers, and segment your lists to send relevant content.

Key opinions

Sender Reputation: Maintaining a positive sender reputation with Microsoft (SNDS, JMRP) is critical for inbox placement.
Content Quality: Email content should avoid spam trigger words, utilize clean HTML, and maintain an appropriate text-to-HTML ratio to pass spam filters.
List Hygiene: Regularly validating and cleaning email lists improves deliverability by reducing bounces and spam complaints.
Engagement Matters: Positive subscriber engagement (adding to address book, replies) signals good sender reputation to Microsoft.
Complaint Rates: High complaint rates negatively impact inbox placement; focus on providing value and easy opt-out options.
IP Warm-up: Gradually warming up new IPs builds trust with Microsoft and avoids triggering spam filters.

Key considerations

Monitor SNDS/JMRP: Actively monitor Microsoft's SNDS and JMRP for insights into IP reputation and spam complaints.
Content Testing: Test email content using tools like Email on Acid or Litmus to identify and eliminate potential spam triggers.
List Validation: Implement an email validation process to remove invalid or inactive addresses from your mailing lists.
Engagement Strategies: Encourage subscribers to engage with your emails by adding you to their address book and replying to messages.
Feedback Loops: Set up and monitor feedback loops to identify and address complaints from recipients.
Segmentation: Segment your lists to ensure subscribers receive relevant content.

Marketer view

Email marketer from Email Geeks Facebook Group suggests enrolling in Microsoft's Smart Network Data Services (SNDS) and Junk Mail Reporting Program (JMRP) to monitor IP reputation and user complaints, which can help identify and address deliverability issues specific to Hotmail/Outlook.

26 Dec 2022 - Email Geeks Facebook Group

Marketer view

Email marketer from EmailOnAcid explains that content is a significant factor in Outlook's spam filtering. Avoid spam trigger words, use a clean HTML code, and ensure a good text-to-HTML ratio. Test your emails using tools like Email on Acid or Litmus to preview how they render in Outlook and check for potential spam triggers.

8 Nov 2021 - EmailOnAcid

What the experts say

5 expert opinions

Fixing Hotmail/Outlook deliverability issues involves proactive communication with SNDS/JMRP, thorough content analysis, and robust feedback loop monitoring. High deliverability coupled with spam placement can be caused by links to domains with poor reputation, so check all links in the email. Addressing potential list bombing attacks and ensuring clean email acquisition practices are also critical. Analyzing content helps avoid spam filters and increase the chance of inbox placement. Establishing and maintaining Feedback Loops (FBLs) is vital for addressing recipient complaints and improving deliverability.

Key opinions

Proactive Communication: Direct engagement with SNDS/JMRP can lead to faster resolution of deliverability problems.
Content Analysis: Careful content examination is crucial to avoid triggering spam filters. Content with spam placement can be caused by links to domains with poor reputation.
Feedback Loops: Implementing and actively monitoring Feedback Loops is crucial for identifying and resolving recipient complaints.
List Hygiene: Protecting against list bombing and ensuring legitimate email acquisition is vital for sender reputation and deliverability.

Key considerations

Contact SNDS/JMRP: If deliverability issues persist, reach out to Microsoft's SNDS/JMRP support for direct assistance.
Analyze Content: Thoroughly review email content and structure to identify and remove any spam triggers.
Monitor Feedback Loops: Actively monitor and respond to feedback loop data to address recipient complaints promptly.
Prevent List Bombing: Implement measures to detect and prevent list bombing attacks.
Check link reputation: Ensure the links in your email point to domains with a good reputation.

Expert view

Expert from Word to the Wise warns about list bombing and its negative impact on deliverability. A list bomb is when someone signs up an email address for hundreds of lists without the owner of the email address knowing. It explains how this can damage your sender reputation and cause filtering problems, especially with providers like Outlook.

29 Jun 2024 - Word to the Wise

Expert view

Expert from Word to the Wise explains the importance of Feedback Loops (FBLs). Implementing and monitoring FBLs is crucial for identifying and addressing complaints from recipients, which directly impacts deliverability to providers like Hotmail/Outlook. If you aren't getting feedback loops from Microsoft, something is definitely wrong and you need to fix it.

16 Apr 2025 - Word to the Wise

What the documentation says

3 technical articles

To improve email deliverability to Hotmail/Outlook, ensure your sending IP isn't blocked and implement Sender ID authentication. Monitor user complaints through the Junk Email Reporting Program (JMRP). Ensure valid SPF, DKIM, and DMARC records are in place. Maintain a consistent sending volume, avoid URL shorteners, keep complaint rates low, avoid sudden spikes in sending volume, and ensure an easy-to-use unsubscribe process. Microsoft's SmartScreen filter considers various factors to determine email placement.

Key findings

Authentication is Key: Valid SPF, DKIM, and DMARC records are essential for passing Microsoft's filtering policies.
Monitor Complaints: Using JMRP to monitor user complaints helps identify and address deliverability issues.
Consistent Volume: Maintaining a consistent sending volume is important to avoid triggering spam filters.
Avoid URL Shorteners: Avoid using URL shorteners, as they can negatively impact deliverability.
Easy Unsubscribe: Ensure an easy-to-use unsubscribe process to reduce spam complaints.

Key considerations

Check IP Blocking: Ensure your sending IP isn't blocked by Microsoft.
Implement Sender ID: Implement Sender ID authentication in addition to SPF, DKIM, and DMARC.
Monitor JMRP: Regularly monitor the Junk Email Reporting Program (JMRP) for user feedback.
Control Sending Volume: Maintain a stable sending volume and avoid sudden spikes.
Provide Clear Opt-Out: Make it easy for recipients to unsubscribe from your emails.

Technical article

Documentation from Mailjet states that Microsoft's SmartScreen filter uses a combination of factors to determine email placement. Maintain a consistent sending volume, avoid URL shorteners, and ensure your unsubscribe process is easy to use.

18 Jan 2025 - Mailjet

Technical article

Documentation from Microsoft explains that to improve deliverability to Outlook.com, ensure your sending IP isn't blocked, use the Junk Email Reporting Program (JMRP) to monitor user complaints, and implement Sender ID authentication.

18 Mar 2024 - Microsoft