Summary
A green SNDS status indicates Microsoft isn't detecting immediate IP-related policy violations, but it doesn't guarantee delivery uplift. Experts and documentation emphasize that overall sender reputation (domain, authentication, engagement), content quality, list hygiene, sending practices, and technical standards (SMTP) are crucial. SNDS provides a limited view and its data might be unreliable. Sending habits resembling spamming can negate a clean IP, highlighting the need for a holistic approach to deliverability.
Key findings
- SNDS Limitations: SNDS is not a reliable indicator of deliverability; its colors may be inaccurate.
- Comprehensive Reputation: Sender reputation includes IP, domain, authentication, content, and engagement.
- User Engagement: Low engagement and high complaint rates can hurt deliverability despite a clean IP.
- Practices Matter: Practices similar to spamming negatively affect deliverability.
- Beyond technical checks: If IP configuration and technical standards are adhered to, additional factors need to be checked to diagnose issues.
Key considerations
- Monitor Reputation: Monitor sender reputation beyond SNDS, across all channels and mailbox providers.
- Authentication: Ensure proper SPF, DKIM, and DMARC setup.
- Content Audit: Improve the quality of your email content, testing for spam trigger words and mobile responsiveness.
- List Hygiene: Maintain clean lists by segmenting engaged users and removing unengaged ones.
- Complaint Monitoring: Track and address spam complaints proactively.
- Test Email Rendering: Test your emails across different clients and devices to ensure optimal user experience.
- Sender Behaviour: Ensure unsubscribe links are visible and easy to use. Manage list hygiene and sending volumes.
What email marketers say
12 marketer opinions
While SNDS reporting a green IP status indicates that Microsoft isn't detecting immediate technical issues or policy violations stemming from your IP, it doesn't guarantee improved inbox placement or delivery uplift. Several factors beyond IP reputation, such as content quality, sender reputation (including domain reputation), list hygiene, user engagement, proper email authentication (SPF, DKIM, DMARC), and potential blacklist listings, play crucial roles in determining email deliverability. Additionally, changes or potential inaccuracies in SNDS reporting itself can make the 'green' signal unreliable on its own.
Key opinions
- SNDS Limitations: SNDS green status only reflects Microsoft's view of your IP and is not a comprehensive deliverability indicator.
- Beyond IP Reputation: Content, engagement, authentication, and list quality significantly impact deliverability, regardless of IP status.
- Potential SNDS Issues: Recent trends suggest potential changes or inaccuracies in SNDS reporting, leading to a uniformly 'green' status even with delivery problems.
- Engagement Matters: Low engagement and spam complaints negate the positive effect of a clean IP.
Key considerations
- Evaluate Content: Check content quality, spam trigger words, and ensure the emails are mobile optimized.
- Verify Authentication: Implement and verify proper email authentication protocols (SPF, DKIM, DMARC).
- Check Blacklists: Investigate if your IP or domain is listed on any public blacklists.
- Improve List Hygiene: Segment your email list and target engaged users to minimize spam complaints.
- Monitor Sender Reputation: Monitor sender reputation from all sources not just Microsoft's SNDS.
- Optimize Email Design: Ensure your emails are well-designed, with clear CTAs and easy-to-read text.
Marketer view
Email marketer from EmailonAcid recommends testing your emails across different email clients and devices to identify any rendering issues or spam trigger words that could negatively impact deliverability, despite a good IP.
14 Jan 2024 - EmailonAcid
Marketer view
Email marketer from SendGrid recommends even if your IPs are clear to ensure your emails are designed well with clear CTAs and easy to read text.
16 Oct 2023 - SendGrid
What the experts say
8 expert opinions
Experts suggest that a green status in SNDS is not a reliable indicator of deliverability. While it means Microsoft isn't currently seeing policy violations from your IP, other factors such as content quality, list hygiene, sender reputation, and engagement are crucial. Furthermore, SNDS provides a limited view, mainly reflecting user complaints, and might not accurately represent actual filtering status. Sending practices resembling those of spammers, such as poor authentication or failing to handle unsubscribes properly, can also negate a positive SNDS status.
Key opinions
- SNDS Unreliable: SNDS colors may not accurately reflect filtering status and can be misleading.
- Limited View: SNDS provides a narrow view of sender reputation, primarily focusing on user complaints.
- Practices Matter: Sending behaviors similar to spammers can negatively impact deliverability, even with a green IP.
- Comprehensive Approach: Overall sender reputation, content, and engagement are critical for deliverability, not just IP status.
Key considerations
- Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) to build trust with mailbox providers.
- List Hygiene: Maintain clean email lists and target engaged users to minimize spam complaints.
- Sender Reputation: Monitor sender reputation across all channels, not just SNDS.
- Complaint Monitoring: SNDS data should be used as a starting point to help monitor for complaints.
- Unsubscribes: Ensure one-click unsubscribe options are offered and unsubscribe are processed in a timely manner.
- Content Quality: Create relevant, engaging, and valuable content and do not engage in sending tactics that could be viewed as spam.
Expert view
Expert from Spam Resource explains that a green status in SNDS doesn't guarantee inbox placement. It simply means Microsoft isn't seeing any policy violations or technical issues originating from your IP address *at that moment*. Other factors like content, list quality, and sender reputation heavily influence actual delivery.
25 Aug 2022 - Spam Resource
Expert view
Expert from Email Geeks mentions a client with all green IPs was blocked at Microsoft the entire time, suggesting SNDS color may not reflect actual filtering status.
5 Mar 2022 - Email Geeks
What the documentation says
4 technical articles
Documentation from various sources highlights that a green status in Microsoft's SNDS only indicates the absence of immediate IP-related issues triggering filtering, but it does not ensure inbox placement or delivery uplift. Holistic sender reputation (including domain reputation), adherence to SMTP standards, authentication practices (SPF, DKIM, DMARC), content quality, sending volumes, spam complaint rates, and engagement metrics are all crucial factors for email deliverability.
Key findings
- SNDS is Not Enough: A green SNDS status alone doesn't guarantee inboxing.
- Holistic Reputation: Sender reputation is more than just IP; domain reputation, authentication, and engagement are key.
- Technical Standards: Adherence to SMTP standards is crucial for deliverability.
- Engagement Driven: Inbox providers have outlined the best practices of consistent sending volumes, low complaint rates and ensuring to authenticate your mail.
Key considerations
- Full Deliverability Audit: Ensure proper email authentication (SPF, DKIM, DMARC).
- SMTP Standard Compliance: Verify adherence to SMTP standards and formatting guidelines.
- Sending Volumes and Complaint Rates: Maintain consistent sending volumes and work to minimize spam complaints.
- Evaluate Sender Reputation: Ensure that sender and domain reputation are consistently monitored to ensure there are no blacklisting alerts.
Technical article
Documentation from RFC explains that SMTP standards require adherence to specific formatting and protocol guidelines. Deviation from these standards can lead to deliverability issues even with a clean IP.
12 Aug 2022 - RFC-Editor
Technical article
Documentation from Microsoft explains that a green status in SNDS indicates that your IP address is not currently exhibiting any problems that would trigger filtering. However, it does not guarantee inbox placement, as other factors like content and engagement also play a role.
6 Feb 2023 - Microsoft
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