Summary
Decreasing email open rates for Hotmail and Live accounts are a multi-faceted issue stemming from several factors, including recent shifts in Microsoft's filtering algorithms, broad deliverability problems impacting many senders, sender reputation issues, deliverability issues, and content quality. The advice from experts and marketers is to file tickets for escalation to MSFT, improve sender reputation, email authentication, list hygiene, content quality, and monitor IP reputation.
Key findings
- Filtering Changes: Recent changes in Microsoft's filtering algorithms are a primary cause of the issue.
- Widespread Impact: The problem affects a broad range of senders, indicating a systemic change.
- Sender Reputation: Sender reputation remains a critical factor influencing deliverability to Hotmail and Live.
- Complex Filtering: Microsoft's filtering system is complex, considering IP reputation, domain reputation, content, and user engagement.
- Deliverability Issues: Deliverability problems like emails landing in spam or being blocked contribute to lower open rates.
- Poor List Quality: Poor email list quality negatively impacts engagement rates and deliverability.
- Unauthenticated Emails: Not implementing SPF, DKIM and DMARC can cause major drops in deliverability and increased spam filtering.
- Third-Party Impact: Shared IPs can cause issues from other senders poor behavior impacting your sender reputation.
Key considerations
- File Support Ticket: As an initial step, file a support ticket with Microsoft and request escalation.
- Monitor Reputation: Monitor IP and domain reputation using tools like SNDS and Postmaster Tools.
- Implement Authentication: Ensure SPF, DKIM, and DMARC are correctly implemented to authenticate emails.
- Optimize Content: Optimize email content to avoid triggering spam filters.
- Clean Email Lists: Practice good list hygiene by removing inactive subscribers and managing bounces.
- Follow Best Practices: Adhere to email marketing best practices to build and maintain a positive sender reputation.
- Use Dedicated IPs: Consider using a dedicated IP address to isolate your sender reputation.
What email marketers say
10 marketer opinions
Declining email open rates for Hotmail and Live accounts can be attributed to several factors, including changes in Microsoft's filtering algorithms, poor sender reputation, deliverability issues, and email client market share fluctuations. Senders should focus on improving email authentication, list hygiene, content quality, and sender reputation to mitigate these issues.
Key opinions
- Filtering Changes: Microsoft may have updated filtering algorithms, causing legitimate emails to be flagged as spam.
- Sender Reputation: Poor sender reputation (due to spam complaints, bounce rates, etc.) negatively impacts deliverability to Hotmail and Live.
- Deliverability Issues: Emails may be landing in the spam folder, being blocked, or having display problems.
- Email Authentication: Lack of proper email authentication (SPF, DKIM, DMARC) can result in lower open rates.
- List Hygiene: Inactive subscribers and poor list management practices reduce engagement and harm sender reputation.
- Shared IPs: If sending from a 'shared IP' address deliverability may be affected by the other senders sending habits.
- Spam filters: A sudden increase in email volume can trigger spam filters.
Key considerations
- Monitor Reputation: Use Microsoft's SNDS and Postmaster Tools to monitor your IP and domain reputation.
- Improve Authentication: Implement SPF, DKIM, and DMARC to authenticate your emails.
- Clean Your List: Regularly remove inactive subscribers and manage bounce rates.
- Optimize Content: Improve subject lines, personalize emails, and avoid spam triggers in your content.
- Segment Your Audience: Segment your list to send more targeted and relevant emails.
- Use Deliverability Tools: Employ deliverability testing tools to identify and address issues.
- Dedicated IP: Consider a dedicated IP address to build and maintain a positive sender reputation.
Marketer view
Email marketer from Reddit explains that the type of IP you have could have an affect, if you have a 'shared IP' address you may be affected by the practices of the other senders using the same IP address.
22 Sep 2024 - Reddit
Marketer view
Email marketer from SuperOffice suggests several strategies to improve low email open rates, including improving subject lines, personalizing emails, segmenting your audience, and optimizing send times. They also emphasize the importance of A/B testing to identify what resonates best with your audience.
13 Oct 2022 - SuperOffice.com
What the experts say
5 expert opinions
Decreasing email open rates for Hotmail and Live accounts appear to stem from complex and dynamic filtering changes by Microsoft, impacting a broad range of senders. Factors influencing deliverability include IP and domain reputation, content, user engagement, and Microsoft's SmartScreen filter. Currently, the primary recommendation is to file a support ticket with Microsoft and request escalation.
Key opinions
- Widespread Issue: The issue affects a wide range of senders, not just isolated cases.
- Filtering Algorithms: Changes in Microsoft's filtering algorithms are likely contributing to the problem.
- Aggressive Filters: Filters may be more aggressive, possibly targeting specific mail types.
- Complex Filtering: Microsoft's filtering involves multiple factors, including IP/domain reputation, content, and engagement.
- SmartScreen Impact: Microsoft's SmartScreen filter significantly affects inbox placement based on user experience factors.
Key considerations
- File Support Ticket: File a support ticket with Microsoft and request escalation.
- Monitor Reputation: Monitor IP and domain reputation and take steps to improve it.
- Optimize Content: Optimize email content to avoid triggering spam filters.
- Engagement: Focus on improving user engagement with your emails.
- Await Rollback: There's a possibility Microsoft might roll back the changes if they receive enough negative feedback.
Expert view
Expert from Email Geeks shares that many people are reporting deliverability issues with Hotmail and Live and suggests filing a ticket and asking for escalation.
9 Jan 2025 - Email Geeks
Expert view
Expert from Spam Resource explains that Microsoft's (Hotmail/Live) filtering is complex and ever-changing, impacting deliverability. Factors such as IP reputation, domain reputation, content, and user engagement all play a role. It may not be one particular thing but a combination of factors that tips emails into the spam folder.
29 May 2025 - Spam Resource
What the documentation says
4 technical articles
Microsoft's documentation identifies sender reputation, content filtering, and authentication protocols as key factors impacting deliverability to Outlook.com (Hotmail/Live). Maintaining a good reputation, using Postmaster Tools, implementing SPF, DKIM, and DMARC, avoiding spam triggers, and staying informed about Microsoft's policies are critical. SparkPost emphasizes proactive sender reputation management using SNDS and feedback loops.
Key findings
- Sender Reputation is Key: A good sender reputation is essential for ensuring email deliverability to Outlook.com.
- Authentication Matters: Implementing SPF, DKIM, and DMARC is vital for verifying sender identity and improving deliverability.
- Content is Important: Avoiding spam triggers in email content is necessary for preventing emails from being flagged as spam.
- Monitoring Tools: Microsoft's Postmaster Tools and SNDS provide valuable insights into email traffic, spam complaint rates, and IP reputation.
Key considerations
- Utilize Postmaster Tools: Use Microsoft's Postmaster Tools to monitor email traffic and identify potential issues.
- Implement Authentication: Implement SPF, DKIM, and DMARC to authenticate your email sending.
- Avoid Spam Triggers: Review email content to ensure it does not contain spam triggers.
- Monitor SNDS: Actively monitor SNDS to understand your IP reputation with Microsoft.
- Request Feedback Loops: Request feedback loop access to receive notifications about spam complaints.
- Stay Updated: Stay informed about Microsoft's email policies and best practices.
Technical article
Documentation from Microsoft advises senders to implement email authentication protocols such as SPF, DKIM, and DMARC to verify their identity and improve deliverability to Outlook.com. They also suggest avoiding spam triggers in email content and using a dedicated IP address.
10 Feb 2022 - Microsoft
Technical article
Documentation from SparkPost highlights the importance of managing sender reputation with Microsoft by requesting feedback loop access, actively monitoring SNDS, and staying up-to-date on Microsoft's policies and best practices.
28 Nov 2024 - SparkPost
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