How to get Microsoft SNDS access when using an Email Service Provider?

Key findings

• IP ownership: The ability to directly access SNDS for your sending IPs depends on who manages the IP space. If your ESP owns and manages the IPs (which is common, even for dedicated IPs), they are the primary entity able to request and grant SNDS access.
• ESP as intermediary: For most ESP users, direct SNDS enrollment via Microsoft's portal is often not feasible due to the automatic selection of an authorization email address tied to the IP's PTR (reverse-DNS) record, which belongs to the ESP. This means you generally need to work through your ESP.
• Privacy concerns: Some ESPs are hesitant to grant direct SNDS access due to privacy concerns or the inability to revoke access easily if an IP is reassigned. This is because once access is granted by Microsoft, the ESP might lose granular control over that specific client's access.
• Data sharing: Even if direct access isn't granted, many ESPs are willing to pull and share your SNDS reports (and JMRP data) with you upon request, especially if you're using dedicated IP addresses. This provides the insights you need without direct portal access.

Key considerations

• Communication with ESP: Always start by communicating directly with your ESP's support or deliverability team to inquire about their policy regarding SNDS access or data sharing for your dedicated IPs. This is the most effective first step.
• Dedicated vs. shared IPs: While gaining SNDS access for shared IP infrastructure is generally impossible due to the nature of shared resources, obtaining data for dedicated IPs is a more common and reasonable request. For shared IPs, you'll need to rely on your ESP's aggregate reporting.
• Understanding PTR records: Microsoft's authorization process for SNDS relies heavily on the PTR (Pointer Record) of your sending IP, which links the IP address back to a hostname. The associated email address on this record is where Microsoft sends the authorization email. If your ESP manages the reverse DNS, they are the ones who can approve the request.
• Postmaster tools: While SNDS is specific to Microsoft, other major ISPs like Google also offer their own postmaster tools that provide similar insights. It's beneficial to utilize all available tools to monitor your deliverability comprehensively.

Key opinions

• Direct access limitations: Marketers find that if they use an ESP, they generally cannot get direct SNDS access via Microsoft's typical signup process because the authorization emails go to addresses tied to the IP's PTR record, which is controlled by the ESP.
• Requesting from ESP: The common advice among marketers is to ask their ESP to either grant them access or, more commonly, to pull the SNDS data and share it directly with them.
• ESP support is key: Many marketers report success by simply contacting their ESP's support team, especially for dedicated IP users, who are often able to provide the necessary SNDS reports.
• Dedicated IPs benefit: While shared IPs rarely allow for client-side SNDS data, having a dedicated IP increases the likelihood of your ESP being able to provide you with insights or data from SNDS (or at least provide aggregated data).

Key considerations

• Understand ESP policies: Before attempting direct registration, understand that your ESP's policy on SNDS access for clients may vary. Some ESPs (like Mailchimp mentioned in the thread) have specific policies against direct access due to control or privacy concerns.
• Importance of SNDS: Marketers emphasize the value of SNDS data for troubleshooting and improving deliverability to Microsoft domains, recognizing it as a critical component of a robust deliverability strategy.
• Alternative monitoring: If direct SNDS access or shared reports prove difficult, marketers should leverage other tools and deliverability monitoring solutions that aggregate data or provide insights from various sources to compensate.
• Postmaster tools integration: Some ESPs integrate SNDS data directly into their platforms, providing a seamless experience for marketers. Check if your ESP offers such an integration to simplify monitoring.

Key opinions

• IP space management is key: Experts agree that the core of SNDS access lies with whoever manages the IP address space. If an ESP owns the IPs, they control the access.
• Revocation is possible: Contrary to some beliefs, SNDS access can be revoked by the IP owner (the ESP) through a 'request reauthorization' process within the SNDS portal, or automatically if the initial authorization link isn't clicked within seven days.
• Awkward interface: The SNDS interface is widely considered clunky and ineffective, particularly when managing multiple IP addresses or revoking access for individual customers, which can lead to perceived lack of control.
• Customer vs. IP visibility: From Microsoft's perspective via SNDS, the 'customer' (end-sender) isn't directly relevant; what matters is visibility into the IP address data and who has the authority (ownership of the IP) to approve or disapprove access to that data.

Key considerations

• Understanding PTR records: A foundational understanding of how PTR records (reverse DNS) are tied to IP ownership is essential for comprehending why direct SNDS access is typically unavailable for ESP clients.
• ESP relationship: Build a strong relationship with your ESP's deliverability team. They are your primary resource for accessing this critical data or getting insights into your Microsoft deliverability. In many cases, ESP's often have mechanisms to share this data with their clients.
• Self-hosted solutions: For those who host their own email sending infrastructure (e.g., an MTA), direct SNDS access is typically achievable since they control the IP space and DNS records themselves.
• Data reliability: While some complain about the SNDS interface, the underlying data is crucial for diagnosing issues. Even if the ESP shares the reports, the reliability of the data itself is generally valued for deliverability troubleshooting.

Key findings

• Authorization method: SNDS authorization relies on sending an email to an address associated with the IP's PTR (reverse-DNS) record. This ensures that only the legitimate owner or designated administrator of the IP can approve access.
• IP ownership: Access is fundamentally tied to the ownership and management of the IP address block. If an ESP owns the IPs, they are the ones who can grant or manage SNDS access.
• Data scope: SNDS provides detailed data including spam complaints, blocklist listings, and overall traffic patterns from specific IPs to Microsoft properties (Outlook, Hotmail, Live, etc.).
• JMRP integration: SNDS is often paired with the Junk Mail Reporting Program (JMRP), which provides detailed reports on user complaints, enabling senders to remove unresponsive or complaining recipients.

Key considerations

• Direct versus indirect access: While Microsoft provides the SNDS portal, clients using ESPs should understand that their access will likely be indirect, requiring coordination with their ESP rather than a direct sign-up.
• Policy variations: ESPs may have varying internal policies regarding sharing SNDS data or granting direct access, driven by operational logistics, security, or privacy considerations.
• Importance of monitoring: Regardless of direct access, monitoring SNDS data (whether provided by your ESP or accessed directly if self-hosting) is critical for diagnosing and resolving deliverability issues with Microsoft. It helps understand inconsistent deliverability.
• Proactive management: Utilizing SNDS data allows senders to proactively manage their sending reputation, identify potential issues early, and mitigate risks of blocklisting or low inbox placement.