Summary
Experts and documentation agree that minimizing spam trap hits is critical for email deliverability. While some suggest 1-2 spam traps per month on transactional emails with confirmed opt-in may be acceptable, all hits should be investigated. Key actions for troubleshooting Microsoft deliverability issues include maintaining a clean email list through opt-in procedures, regular cleaning, and email verification; authenticating emails with SPF, DKIM, and DMARC; monitoring sender reputation using Microsoft SNDS and other tools; focusing transactional emails on value; warming up new IPs; and addressing block list issues. Understanding the difference between pristine and recycled spam traps helps identify the root cause of list problems. Reviewing the Sender Reputation Data page in Microsoft 365 Defender portal, analyzing bounce codes and feedback loops, and following Google's bulk sender guidelines are also essential.
Key findings
- Spam Trap Minimization: Aim for zero spam trap hits, but investigate any occurrences.
- List Hygiene is Key: Clean and up-to-date email lists are crucial for deliverability.
- Authentication Matters: Implement SPF, DKIM, and DMARC for email authentication.
- Monitor Sender Reputation: Regularly monitor your sender reputation using Microsoft SNDS and other tools.
- Transactional Content: Focus transactional emails on providing value to the customer.
- Microsoft Tools: Utilize Microsoft 365 Defender portal for troubleshooting and SNDS for reputation monitoring.
Key considerations
- Confirmed Opt-in: Use confirmed opt-in processes to build a clean and engaged list.
- Email Verification: Use email verification services to remove invalid and harmful addresses.
- IP Warm-up: Gradually warm up new IPs to build a positive sending reputation.
- SNDS Monitoring: Actively monitor Microsoft SNDS for deliverability issues.
- Blocklist Removal: Address any block list issues promptly.
- Differentiate Pristine vs Recycled: Understand the difference between pristine and recycled spam traps to address the correct underlying problem.
- Review Defender Data: Consult the Sender Reputation Data page in Microsoft 365 Defender to understand block reasons and take steps to remove blocks.
What email marketers say
10 marketer opinions
The consensus from email marketing experts is that *any* number of spam trap hits is too many and indicates serious issues with list hygiene or acquisition practices. To troubleshoot Microsoft deliverability issues, it's crucial to maintain a clean email list by employing strict opt-in procedures, regularly removing inactive subscribers, and using email verification services. Authenticating emails with SPF, DKIM, and DMARC is essential, as is monitoring your sender reputation using tools like Microsoft SNDS. Transactional emails should focus on delivering value and avoid promotional content. Gradually warming up new IPs and domains is also recommended. If blocked, check blacklists and contact Microsoft support.
Key opinions
- Spam Traps = Bad: Even a single spam trap hit can negatively impact your sender reputation and deliverability.
- Clean Lists: Maintaining a clean email list is crucial for avoiding spam traps and improving deliverability.
- Authentication: Email authentication (SPF, DKIM, DMARC) is essential for verifying your emails and preventing spoofing.
- SNDS Monitoring: Microsoft's SNDS is a valuable tool for monitoring your domain's reputation and identifying deliverability issues.
- Transactional Focus: Transactional emails should focus on delivering value and avoid promotional content.
Key considerations
- Opt-in Procedures: Implement strict opt-in procedures to ensure subscribers are genuinely interested in receiving your emails.
- List Hygiene: Regularly remove inactive subscribers and invalid email addresses from your list.
- IP Warmup: Gradually warm up new IP addresses and domains to build a positive sending reputation.
- Blacklist Checks: If experiencing deliverability issues, check blacklists and work to get your IP removed if listed.
- Contact Microsoft: If blocked by Microsoft, contact their support team to inquire about the block and request assistance.
Marketer view
Email marketer from StackOverflow shares that transactional emails should focus on delivering value to the customer, like order confirmations and password resets. Sending promotional content in transactional emails can confuse filters and negatively impact deliverability. Ensure transactional emails are properly authenticated with SPF, DKIM, and DMARC.
19 Dec 2023 - StackOverflow
Marketer view
Email marketer from Reddit shares that, if you're experiencing deliverability problems with Microsoft, check your domain's reputation using Microsoft's SNDS (Smart Network Data Services). This tool can provide insights into your sending reputation and any potential issues Microsoft is seeing with your email traffic.
18 Nov 2023 - Reddit
What the experts say
7 expert opinions
Experts suggest that 1-2 spam traps per month on a transactional stream with Confirmed Opt-In (COI) might be acceptable, but hitting any spam trap warrants investigation. Delivery issues can arise on COI IPs due to handling 'bad' mail and lacking sufficient 'good' traffic. To improve deliverability, remind users to check spam folders and move emails to the inbox. Distinguish between blocking and spamfoldering as fixes vary. Microsoft's SNDS is crucial for monitoring IP reputation and spam complaints. Pristine spam traps indicate list acquisition problems, while recycled traps signal poor list hygiene.
Key opinions
- Acceptable Trap Rate: 1-2 spam traps/month on COI transactional streams may be acceptable.
- COI IP Issues: COI IPs can experience delivery problems due to traffic characteristics.
- Diagnosis Crucial: Blocking and spamfoldering require different troubleshooting approaches.
- SNDS Importance: Microsoft SNDS is essential for monitoring IP reputation.
- Trap Type Matters: Pristine and recycled spam traps indicate different problems.
Key considerations
- Spam Folder Reminder: Remind users to check their spam folders.
- Identify Block Reason: Get the specific block message to understand the problem.
- Investigate All Traps: Even a small number of spam trap hits requires investigation.
- Monitor SNDS: Regularly monitor Microsoft's SNDS for deliverability issues.
- List Acquisition: Ensure proper list acquisition practices to avoid pristine spam traps.
Expert view
Expert from Email Geeks suggests reminding users at signup to check their spam folder and move the email to the inbox to send a strong signal.
6 Jul 2024 - Email Geeks
Expert view
Expert from Email Geeks explains that 1-2 spam traps a month on a transactional stream with COI isn't a huge deliverability problem and is considered normal or even low.
18 Jan 2022 - Email Geeks
What the documentation says
5 technical articles
Troubleshooting Microsoft deliverability issues involves checking the Sender Reputation Data page in the Microsoft 365 Defender portal for blocks and addressing common spam causes like poor list hygiene. Following Google's bulk sender guidelines, such as email authentication, low spam rates, and easy unsubscription, improves deliverability across providers. Analyze bounce codes and feedback loops, monitor engagement metrics, and implement SPF, DKIM, and DMARC for authentication. Utilizing Microsoft's Enhanced Email features can also help build trust and reduce spam markings.
Key findings
- Defender Portal: Microsoft 365 Defender portal's Sender Reputation Data page is key for initial troubleshooting.
- Google Guidelines: Following Google's bulk sender guidelines benefits deliverability with Microsoft too.
- Bounce Codes & Feedback: Analyzing bounce codes and feedback loops provides insights into delivery failures.
- Email Authentication: SPF, DKIM, and DMARC are vital for email authentication and preventing spam flags.
- Enhanced Email: Microsoft's Enhanced Email helps build trust and reduce spam markings.
Key considerations
- Check Block Lists: Verify if your domain or IP is on Microsoft's block list.
- Address Spam Causes: Rectify common issues that lead to emails being marked as spam, such as poor list hygiene.
- Monitor Engagement: Closely observe engagement metrics like open rates to identify potential issues.
- Consistent Practices: Maintain consistent sending practices and adhere to best practices.
- Unsubscribe Options: Provide easy and clear unsubscribe options to reduce spam complaints.
Technical article
Documentation from SparkPost explains that to troubleshoot deliverability problems, examine bounce codes and feedback loops. These provide information on why emails are not being delivered. Also, closely monitor engagement metrics to identify any trends that might indicate deliverability issues, such as declining open rates.
2 Aug 2023 - SparkPost Documentation
Technical article
Documentation from Microsoft Docs shares that to troubleshoot deliverability issues, start by reviewing the Sender Reputation Data page in the Microsoft 365 Defender portal. Check if your domain or IP address is listed as blocked. If so, follow the instructions to request removal from the block list. Also, check the common causes of email being marked as spam, such as poor list hygiene or content issues.
13 Aug 2022 - Microsoft Docs
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