Summary
Implementing stricter email practices, especially robust authentication (SPF, DKIM, DMARC with enforcement), significantly improves deliverability and reduces blocklisting. BIMI enhances this by increasing brand trust and visibility, but requires DMARC enforcement and isn't a standalone solution. Maintaining a positive sender reputation through list hygiene, targeted content, and proper IP warming further contributes to successful email delivery. Engaging with Microsoft support for specific deliverability issues is also recommended.
Key findings
- Authentication is Paramount: Strong email authentication (SPF, DKIM, DMARC with enforcement - quarantine or reject) is crucial for deliverability and a prerequisite for BIMI.
- BIMI Enhances, Not Replaces: BIMI enhances brand recognition and trust, improving engagement and indirectly supporting deliverability, but it relies on established authentication practices.
- Sender Reputation Matters: Maintaining a positive sender reputation through list hygiene, engaging content, and avoiding spam traps is vital for deliverability.
- Targeted Content Drives Engagement: Sending relevant, targeted emails to segmented audiences increases engagement and reduces spam complaints, positively impacting deliverability.
- IP Warming Essential: Properly warming up new IPs establishes a positive sending reputation, preventing emails from being flagged as spam.
- Microsoft Requires Specific Attention: Deliverability issues with Microsoft domains often require direct engagement with their support team and following their specific guidelines.
Key considerations
- DMARC Enforcement is Non-Negotiable: Enforcing a DMARC policy of 'quarantine' or 'reject' is crucial for both deliverability and BIMI eligibility.
- Holistic Approach is Key: Successful deliverability requires a comprehensive strategy that encompasses authentication, sender reputation management, list hygiene, and targeted content creation.
- Proactive Monitoring is Crucial: Regularly monitor sender reputation and deliverability metrics to identify and address issues promptly.
- List Management is Ongoing: List cleaning, segmentation, and avoiding spam traps are ongoing tasks essential for maintaining a healthy sending reputation.
What email marketers say
14 marketer opinions
Implementing stricter email practices, including proper authentication (SPF, DKIM, DMARC) and good list hygiene, improves email deliverability and reduces the likelihood of being blocklisted. BIMI can further enhance deliverability by boosting brand recognition and trust, but it is not a substitute for fundamental authentication practices. Managing IP warm-up correctly and engaging with Microsoft support can also help with deliverability issues.
Key opinions
- Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is crucial for improving sender reputation and deliverability.
- BIMI Enhances Trust: BIMI can boost brand recognition and trust, indirectly improving deliverability by increasing engagement and reducing spam complaints.
- List Hygiene Matters: Regular list cleaning, avoiding spam traps, and sending targeted emails improve deliverability by signaling responsible sending practices to ISPs.
- IP Warming is Important: Warming new IPs gradually establishes a positive sending reputation with ISPs, preventing emails from being flagged as spam.
- Microsoft Requires Attention: Microsoft deliverability issues require direct engagement with their support team and following their IP warm-up procedures.
Key considerations
- BIMI Requirements: BIMI requires a DMARC policy of 'quarantine' or 'reject' to be effective, making it a reward for existing good practices rather than a solution for poor practices.
- Holistic Approach: Deliverability requires a holistic approach that combines authentication, list hygiene, engagement strategies, and proactive communication with ISPs.
- Audience Segmentation: Sending relevant, targeted emails to segmented audiences increases engagement and reduces spam complaints, positively impacting deliverability.
- Monitoring Reputation: Regularly monitor your sender reputation to identify and address deliverability issues promptly.
- Sender Reputation: Focus on improving sender reputation through authentication and good sending practices to avoid being flagged as spam
Marketer view
Marketer from Email Geeks says that the MS deliverability support team will help you resolve the delivery issue and to reply to the auto-responses until you get a reply from a real person.
14 Nov 2022 - Email Geeks
Marketer view
Email marketer from Campaign Monitor shares that regular list cleaning reduces bounce rates and spam complaints, signaling to ISPs that you're a responsible sender and improving deliverability.
11 Sep 2024 - Campaign Monitor
What the experts say
2 expert opinions
Experts emphasize that a combination of strict email authentication practices, especially DMARC enforcement, and maintaining a positive sender reputation are critical for improved deliverability and avoiding blocklists. BIMI builds upon this foundation by visually signaling trustworthiness to email providers and recipients.
Key opinions
- DMARC Enforcement: DMARC with a 'quarantine' or 'reject' policy is essential for BIMI and signals authentication to email providers.
- Sender Reputation: Maintaining a positive sender reputation is the foundation for successful email delivery and avoiding blocklists.
- Authentication is Key: Stricter email authentication, especially using DMARC, signals trustworthiness to email providers.
Key considerations
- BIMI Dependency: BIMI is dependent on a properly configured and enforced DMARC policy.
- Holistic Approach: Improving deliverability requires a comprehensive strategy focusing on both technical aspects (authentication) and operational aspects (list management, sender reputation).
Expert view
Expert from Spam Resource, John Levine, explains that BIMI relies on DMARC authentication with a policy of 'quarantine' or 'reject' to ensure email senders are authenticating their messages. Stricter authentication using DMARC combined with BIMI can improve deliverability by signaling trustworthiness to email providers.
17 Jun 2024 - Spam Resource
Expert view
Expert from Word to the Wise, Laura Atkins, shares that maintaining a positive sender reputation by implementing stricter email practices such as authentication and list management is crucial for improving deliverability and avoiding blocklists. She emphasizes that good sender reputation is the foundation for successful email delivery.
13 Mar 2022 - Word to the Wise
What the documentation says
5 technical articles
Technical documentation consistently states that implementing strict email authentication practices, particularly DMARC enforcement with SPF and DKIM, is crucial for improving email deliverability and reducing the risk of being marked as spam or blocklisted. Major email providers like Google and Microsoft explicitly require strong authentication for reliable inbox delivery.
Key findings
- DMARC Enforcement is Critical: DMARC enforcement (p=quarantine or p=reject) is a key requirement for improving deliverability and is essential for BIMI compliance.
- SPF and DKIM Authentication: SPF and DKIM are fundamental authentication standards that must be properly implemented alongside DMARC.
- Spoofing Prevention: DMARC helps protect senders from unauthorized email use, preventing spoofing and improving domain reputation.
- Provider Requirements: Major email providers like Google and Microsoft require strong email authentication for reliable inbox delivery.
Key considerations
- Proper Configuration: Implementing authentication standards requires careful configuration to ensure they are effective in preventing spoofing and improving deliverability.
- Industry Standards: Adhering to industry best practices and guidelines for email authentication is essential for maintaining a good sender reputation.
Technical article
Documentation from RFC 7489 describes that DMARC helps email senders protect their domains from unauthorized use, commonly known as email spoofing. This in turn protects the sending domain and ensures that spoofed email addresses don't cause issues with deliverability.
18 Nov 2024 - RFC Editor
Technical article
Documentation from Microsoft explains that adhering to best practices for email authentication (SPF, DKIM, DMARC) is crucial for reliable delivery to Outlook.com and Microsoft 365 inboxes. Enforcement of these standards directly influences filtering decisions.
8 Jun 2023 - Microsoft
Besides Spamhaus, what blocklists are important for email marketers to monitor?
Does BIMI impact email deliverability?
Does BIMI improve email deliverability?
How do DMARC, spam complaints, and IP reputation affect email deliverability and rejections?
What are the benefits and requirements of BIMI for email deliverability and branding?
What DMARC policy settings are required for BIMI and how do I determine the best setting for sp=?
