Summary
Declining Hotmail/Outlook open rates result from stricter Microsoft filtering policies, impacting senders with low reputations, poor list hygiene, unauthenticated emails, and low engagement. Solutions involve improving sender reputation through consistent sending practices and quality content. Maintaining list hygiene includes removing unengaged subscribers and avoiding spam traps. Implementing SPF, DKIM, and DMARC authentication is crucial for establishing trust. Proactive monitoring via Microsoft's SNDS program and feedback loops is necessary for identifying and addressing deliverability issues. Engaging with Microsoft directly and segmenting Hotmail users for targeted content can further enhance deliverability.
Key findings
- Stricter Filtering: Microsoft's increasingly strict filtering algorithms significantly affect deliverability.
- Sender Reputation is Key: A strong sender reputation is paramount for avoiding spam filters and maintaining high open rates.
- Authentication Essential: SPF, DKIM, and DMARC are essential authentication methods to verify sender identity and improve deliverability.
- List Hygiene Matters: Maintaining a clean email list with engaged subscribers is vital for positive deliverability.
- Engagement is Crucial: High engagement rates and low spam complaints are key to successful inbox placement.
- Feedback Loops Vital: Utilizing feedback loops helps monitor spam complaints and identify potential issues.
Key considerations
- Reputation Management: Actively manage and monitor sender reputation using tools like Microsoft's SNDS program.
- Authentication Implementation: Implement SPF, DKIM, and DMARC authentication protocols correctly and consistently.
- List Cleaning Practices: Regularly clean email lists to remove inactive subscribers and potential spam traps.
- Targeted Content: Segment Hotmail users and send them relevant and engaging content to boost open rates.
- Engagement Strategy: Develop strategies to re-engage inactive subscribers and maintain high engagement levels.
- Direct Engagement with Microsoft: Engage directly with Microsoft's SNDS and JMRP programs for insights into deliverability issues.
What email marketers say
13 marketer opinions
Declining Hotmail open rates are a multifaceted issue influenced by factors such as stricter Microsoft filtering, low sender reputation, poor list hygiene, spam complaints, and lack of email authentication. Solutions involve improving sender reputation by consistently sending valuable content, cleaning email lists to remove unengaged users, authenticating emails using SPF, DKIM, and DMARC, monitoring sender reputation using Microsoft's SNDS program, segmenting Hotmail users for targeted content, and actively engaging with subscribers.
Key opinions
- Stricter Filtering: Microsoft's filtering algorithms are becoming more stringent, requiring senders to adhere to best practices.
- Sender Reputation: A low sender reputation is a major factor in deliverability issues to Hotmail/Outlook.
- Email Authentication: Implementing SPF, DKIM, and DMARC authentication is critical for verifying sender identity and improving deliverability.
- List Hygiene: Poor list hygiene, including unengaged users and spam traps, negatively impacts open rates and deliverability.
- Engagement Matters: Low engagement and high spam complaint rates significantly reduce deliverability.
Key considerations
- Sender Reputation Monitoring: Actively monitor your sender reputation using tools like Microsoft's SNDS program to identify and address deliverability issues.
- List Segmentation: Segment Hotmail users to send them targeted and relevant content to improve engagement.
- Authentication Implementation: Ensure proper implementation of SPF, DKIM, and DMARC to authenticate your emails and prevent spoofing.
- Engagement Strategy: Develop a re-engagement strategy to target inactive subscribers and improve overall list engagement.
- Feedback Loops: Utilize feedback loops to monitor spam complaints and identify potential issues in your email program.
- Content Quality: Ensure email content is engaging, relevant, and avoids spam triggers.
Marketer view
Email marketer from Reddit shares that declining open rates for Hotmail could be due to changes in Microsoft's filtering algorithms, recommending checking sender reputation and ensuring emails are properly authenticated. They suggest segmenting Hotmail users and sending them targeted content.
12 Aug 2022 - Reddit
Marketer view
Email marketer from Sendinblue responds that factors impacting Hotmail open rates include sender reputation, email authentication, engagement, and spam complaints. Low engagement and high spam complaints can negatively impact deliverability.
25 Apr 2024 - Sendinblue
What the experts say
2 expert opinions
To address declining Hotmail open rates, experts emphasize engaging directly with Microsoft through their Smart Network Data Services (SNDS) program and Junk Mail Reporting Program (JMRP) feedback loops for valuable insights into deliverability issues. Authenticating email with SPF, DKIM, and DMARC is also essential for establishing trust and monitoring spam complaints.
Key opinions
- Direct Engagement with Microsoft: Engaging with Microsoft's SNDS and JMRP provides crucial data for identifying and resolving deliverability problems.
- Importance of Authentication: Email authentication (SPF, DKIM, DMARC) is crucial for establishing trust and improving deliverability to Hotmail.
- Feedback Loops: Utilizing feedback loops allows senders to monitor spam complaints and identify potential deliverability issues.
Key considerations
- Proactive Monitoring: Actively monitor data from SNDS and JMRP to proactively identify and address deliverability concerns.
- Implement Authentication Protocols: Implement SPF, DKIM, and DMARC authentication to verify email sender identity.
- Respond to Feedback: Act promptly on feedback received through feedback loops to resolve spam complaints and improve email practices.
Expert view
Expert from Word to the Wise responds that engaging directly with Microsoft through their SNDS program and JMRP feedback loops provides valuable insights into deliverability issues and allows for proactive problem-solving. Understanding and responding to the data they provide is crucial.
28 Sep 2022 - Word to the Wise
Expert view
Expert from Spamresource.com explains that authenticating your email with SPF, DKIM, and DMARC is essential for establishing trust with Microsoft. Also using their feedback loops can help you monitor spam complaints and identify potential issues.
15 Sep 2022 - Spamresource.com
What the documentation says
5 technical articles
According to official documentation, declining Hotmail open rates stem from a complex interplay of factors. Key among these are IP and sender reputation, content filtering, list hygiene, user feedback, and, critically, email authentication. Microsoft utilizes complex filtering algorithms that weigh these factors heavily. To improve deliverability, senders are advised to implement SPF, DKIM, and DMARC authentication, actively monitor their sender reputation via tools like Microsoft's SNDS, adhere to email content and list management best practices, provide easy unsubscribe options, and improve sender-receiver cooperation for enhanced email security.
Key findings
- Authentication is Key: SPF, DKIM, and DMARC authentication are essential for verifying sender identity and improving deliverability to Outlook.com.
- Reputation Matters: IP and sender reputation are critical factors influencing deliverability.
- Complex Filtering: Microsoft uses a complex algorithm to filter email, considering multiple factors.
- List Hygiene: Proper list hygiene practices are essential for maintaining deliverability.
- User Feedback: User feedback, including spam complaints, directly impacts deliverability.
Key considerations
- Implement Authentication: Implement SPF, DKIM, and DMARC authentication protocols to improve sender identity verification.
- Monitor Reputation: Actively monitor your IP and sender reputation using Microsoft's SNDS program.
- Practice List Hygiene: Regularly clean your email list to remove unengaged subscribers and spam traps.
- Manage Content: Ensure email content adheres to best practices and avoids spam triggers.
- Provide Unsubscribe Options: Make it easy for users to unsubscribe from your emails.
Technical article
Documentation from SparkPost explains that Microsoft uses a complex algorithm to filter email, and key factors for deliverability include authentication (SPF, DKIM, DMARC), sender reputation, list hygiene, and engagement. Senders should actively manage their reputation and list quality to ensure optimal deliverability.
28 Feb 2022 - SparkPost
Technical article
Documentation from RFC explains that DomainKeys Identified Mail (DKIM) allows senders to digitally sign their email messages, providing a mechanism for recipients to verify the authenticity of the sender and the integrity of the message content.
15 Nov 2021 - RFC 4871
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