How accurate is Microsoft SNDS data for deliverability monitoring?

Key findings

• Inconsistency: Many senders report that SNDS data is inconsistent or incomplete, with information only available for a few days out of the month, even for daily senders. This can make it difficult to get a continuous picture of your sending health.
• Misaligned reporting: SNDS may show a 'green' (good) reputation status, yet emails still land in the spam folder, or conversely, a 'red' (poor) status might not completely prevent inbox delivery. This indicates a disconnect between the SNDS dashboard and Microsoft's actual filtering mechanisms. You can read more about how accurate SNDS colors are.
• Separate systems: SNDS operates independently of the real-time spam filters used by Outlook.com and other Microsoft domains. This separation explains why its data might not perfectly reflect immediate deliverability outcomes.
• Complaint rate nuances: While SNDS provides JMRP (Junk Mail Reporting Program) complaint rates, their interpretation can be complex. ISPs often count complaints on the date they occur, while ESPs might attribute them back to the original send date, leading to differing views of your complaint rate performance.
• Broad insights: Despite its limitations, SNDS can still offer broad, directional insights into your sending reputation and flag significant issues, such as very high spam complaint rates or blocklist entries, which can be useful for initial troubleshooting.

Key considerations

• Complement with other tools: Do not rely solely on SNDS. Supplement its data with comprehensive inbox placement testing and other deliverability metrics to gain a more accurate understanding of your performance at Microsoft. This can also include checking your blocklist status.
• Focus on engagement: Ultimately, high engagement and low spam complaints are the most critical factors for good deliverability. Monitor your open rates, click-through rates, and unsubscribe rates alongside SNDS. Mailgun's blog explains how SNDS aids sender reputation.
• Monitor real inbox placement: Even with positive SNDS signals, continually test your actual inbox placement to Microsoft domains. This gives you the most direct feedback on your deliverability. If you're experiencing issues, explore why transactional emails might be junked.
• Understand limitations: Acknowledge that SNDS is a diagnostic tool, not a real-time deliverability score. Its data reflects specific metrics Microsoft chooses to share, which may not encompass all factors influencing inbox placement.

Key opinions

• Data sparsity: Marketers frequently report that SNDS provides data for only a few days each month, making it difficult to monitor daily sending activities effectively.
• Real-world disconnect: There's a common observation that SNDS's reported IP reputation and blocklist status often don't match actual deliverability outcomes, with emails still being junked despite positive SNDS signals.
• Microsoft's unique challenges: Many marketers express frustration over consistently low inbox rates at Microsoft, even when adhering to all recommended best practices for sender reputation.
• Complaint rate paradox: Low JMRP (Junk Mail Reporting Program) rates don't guarantee inbox placement. Marketers often see very low complaint rates while a high percentage of their mail is still delivered to the junk folder.
• SNDS as a separate system: Marketers acknowledge that SNDS operates independently from Microsoft's core spam filters, which explains some of the discrepancies they observe. This is an important distinction when considering SNDS and Google Postmaster Tools accuracy.

Key considerations

• Holistic view: Marketers should not solely rely on SNDS for deliverability insights. It's crucial to combine SNDS data with actual inbox placement tests, engagement metrics, and other reputation tools.
• Troubleshooting process: When facing Microsoft deliverability issues, marketers should analyze a broader range of factors beyond just SNDS, including content, list hygiene, and sending patterns. Learn how to troubleshoot Microsoft deliverability.
• Manage expectations: Given the noted inconsistencies, marketers should manage their expectations regarding SNDS's real-time accuracy and treat it as a directional indicator rather than a definitive status.
• Feedback loop utilization: While JMRP rates may be low if mail is junked, marketers should still actively monitor complaint data from feedback loops to identify user dissatisfaction and prevent further issues. Captain Verify's blog outlines what SNDS data provides.

Key opinions

• Reality gap: Experts frequently state that SNDS data often does not align with the actual deliverability performance experienced by senders.
• Broad view, not granular: SNDS offers a high-level view of sending reputation but may not reflect the nuanced, real-time decisions of Microsoft's spam filters.
• Independent system: SNDS is distinct from the primary spam filtering systems at Microsoft, meaning its reported status can differ from actual inboxing. You can check if SNDS monitors reputation for Office 365.
• Discrepancy in status: It is not uncommon to see a 'green' status in SNDS while emails go to spam, or a 'red' status while some mail still reaches the inbox.
• Feedback loop interpretation: Experts highlight the differing methodologies ISPs and ESPs use for calculating complaint rates, which impacts how JMRP data should be interpreted. Mailmodo offers a guide on how SNDS improves email marketing.

Key considerations

• Complementary analysis: SNDS data should be used as one piece of a larger deliverability puzzle. Combine it with direct inbox placement testing and analysis of engagement metrics. Suped provides insights on Microsoft Outlook.com deliverability inconsistencies.
• Holistic reputation monitoring: Experts recommend a holistic approach to sender reputation, factoring in authentication (SPF, DKIM, DMARC), content quality, and list hygiene, alongside SNDS.
• Proactive management: Don't wait for SNDS to report a problem. Proactively manage your sending practices to maintain a positive sender reputation and ensure consistent inbox placement.
• Understand context: Interpret SNDS data within the broader context of your sending program. Factors like email volume, list quality, and audience engagement can heavily influence Microsoft's filtering decisions, even if SNDS shows a clear status. You can find out more about common Microsoft SNDS issues.

Key findings

• Actionable insights: Documentation highlights that SNDS provides data enabling senders to take concrete steps to correct deliverability issues and manage their reputation.
• Comprehensive monitoring: SNDS offers high-level insights on spam complaints, spam trap hits, and SmartScreen filter data, which are crucial for understanding Microsoft's view of your mail.
• Reputation tracking: It is presented as a service designed to monitor and manage sender reputation by showing how Microsoft evaluates your domain and IP.
• Issue identification: SNDS assists in identifying and resolving issues that could lead to emails being blocked or routed to the junk folder.
• Starting point for insights: For senders to understand how Microsoft views their sending behavior, SNDS is suggested as the primary starting point.

Key considerations

• Tool integration: Documentation often implies SNDS is part of a suite of tools (like JMRP) that collectively help senders meet Microsoft's deliverability standards. For comparison, see Microsoft's equivalent to Google Postmaster Tools.
• Meeting requirements: SNDS is presented as crucial for complying with Microsoft's evolving sender requirements, including stricter authentication policies. Learn more about how to comply with Outlook's requirements.
• Continuous monitoring: The implied use case for SNDS is continuous monitoring, allowing senders to proactively address issues before they significantly impact deliverability.
• Data types: Documentation indicates SNDS focuses on specific data points like complaint rates and IP reputation, suggesting these are the primary signals Microsoft shares with senders.