Summary
Decreasing email open and click rates, particularly from Microsoft Outlook/Hotmail, is a multifaceted issue stemming from sender reputation, spam filtering, email design, and list hygiene. To address it, focus on monitoring domain performance, especially with Microsoft, and implementing email authentication (SPF, DKIM, DMARC). Cleaning email lists, personalizing content, sending valuable, wanted emails, and prioritizing deliverability fixes are essential. Measuring success by conversions, not just opens and clicks, is crucial. Utilizing Microsoft SNDS and JMRP for monitoring and addressing the root causes of deliverability problems will improve engagement and prevent future issues.
Key findings
- Domain-Specific Issues: Low engagement from Microsoft indicates a potential impending block and requires immediate attention.
- Email Authentication: SPF, DKIM, and DMARC are critical for verifying email legitimacy and improving deliverability.
- List Hygiene: Regularly cleaning email lists by removing unengaged subscribers is crucial for maintaining a positive sender reputation.
- Personalization: Personalizing email content increases relevance and improves open and click rates.
- Microsoft SNDS & JMRP: These tools provide insights into deliverability issues specific to Outlook/Hotmail.
- Valuable Content: Sending wanted, valuable emails is essential for maintaining a positive sender reputation and avoiding spam filters.
- Root Cause Analysis: Addressing the underlying causes of deliverability issues (e.g., spam complaints, poor list hygiene) is essential for sustained improvement.
- Conversion Focus: Measuring email success based on conversions provides a more accurate reflection of campaign effectiveness.
Key considerations
- Monitor Domain Performance: Regularly check engagement metrics by domain, paying close attention to Microsoft (Outlook/Hotmail).
- Implement Email Authentication: Ensure proper setup and maintenance of SPF, DKIM, and DMARC records.
- Clean Email Lists Regularly: Establish a process for regularly removing inactive subscribers.
- Personalize Email Content: Tailor content and offers to subscriber interests and behaviors.
- Utilize Microsoft SNDS & JMRP: Monitor complaint rates and IP reputation specific to Outlook/Hotmail users.
- Focus on Valuable Content: Create high-quality, engaging content that recipients want to receive.
- Prioritize Deliverability Fixes: Address deliverability issues promptly, even if it impacts other marketing plans.
- Measure Conversions: Track and analyze conversions to assess the true impact of email campaigns.
- Address Root Causes: Investigate and resolve the underlying causes of deliverability problems, such as spam complaints and poor list hygiene.
What email marketers say
11 marketer opinions
Decreasing email open and click rates, particularly from Microsoft Outlook/Hotmail, can stem from various issues, including poor sender reputation, spam filtering, and low email engagement. Key solutions include improving sender reputation through consistent sending of valuable content and removing unengaged subscribers, implementing email authentication (SPF, DKIM, DMARC), utilizing Microsoft SNDS to monitor deliverability, cleaning email lists, personalizing content, ensuring clean HTML code and design, avoiding spam trigger words, and potentially contacting Microsoft support.
Key opinions
- Sender Reputation: A poor sender reputation is a primary cause of low engagement and deliverability issues, particularly with Microsoft Outlook/Hotmail.
- Email Authentication: Implementing SPF, DKIM, and DMARC is essential for verifying email legitimacy and improving deliverability.
- List Hygiene: Regularly cleaning your email list to remove unengaged subscribers enhances sender reputation and engagement rates.
- Personalization: Personalizing email content based on subscriber interests and behaviors can significantly improve open and click rates.
- Microsoft SNDS: Using Microsoft SNDS provides insights into deliverability issues specific to Outlook/Hotmail users.
- Email Design: Clean HTML code and proper email rendering across different clients are important to avoid spam filters.
Key considerations
- Monitor Sender Reputation: Consistently monitor your sender reputation using available tools and address any negative trends promptly.
- Implement Email Authentication: Ensure proper setup and maintenance of SPF, DKIM, and DMARC records.
- Regularly Clean Email Lists: Establish a process for regularly removing inactive subscribers and managing unsubscribes.
- Personalize Email Content: Utilize subscriber data to personalize email content and offers, increasing relevance and engagement.
- Optimize Email Design: Use clean HTML code, optimize images, and ensure email renders correctly across all major email clients, including Outlook/Hotmail.
- Avoid Spam Trigger Words: Carefully review email content to avoid using spam trigger words and phrases.
- Microsoft SNDS Setup: If using dedicated IPs, set up Microsoft SNDS to monitor and troubleshoot deliverability issues.
- Double Opt-in: Implement a double opt-in process to ensure subscribers genuinely want to receive emails, improving list quality.
Marketer view
Email marketer from Email Marketing Forum explains that some users had success improving deliverability to Hotmail by cleaning their email list to remove unengaged subscribers, warming up their IP address gradually, and monitoring their sender reputation using Microsoft SNDS.
23 May 2024 - Email Marketing Forum
Marketer view
Email marketer from Reddit shares that the user experienced Hotmail blocking and resolved it by ensuring their IP address wasn't blacklisted, implementing proper authentication (SPF, DKIM, DMARC), and contacting Microsoft support to request removal from their block list.
10 Apr 2025 - Reddit
What the experts say
6 expert opinions
Decreasing email open and click rates, particularly from Microsoft, require immediate attention. Expert advice emphasizes identifying domain-specific issues, adjusting sending practices to rebuild reputation with engaged users, prioritizing deliverability over short-term gains, focusing on sending wanted emails, and addressing the root causes of deliverability issues rather than solely relying on blocklist removal. Success should be measured by conversions, not just opens and clicks.
Key opinions
- Domain-Specific Issues: Low engagement from a major domain like Microsoft can signal impending blocks.
- Targeted Reputation Rebuilding: Slowing or stopping sends to problematic domains and re-engaging active users helps rebuild sender reputation.
- Prioritize Deliverability: Addressing deliverability issues should take precedence over other marketing plans.
- Focus on Wanted Emails: Sending unwanted emails damages sender reputation; low engagement is a key indicator of this issue.
- Blocklist Removal Insufficiency: Blocklist removal is a temporary fix; addressing the underlying causes is crucial for sustained deliverability.
- Conversion-Focused Measurement: Email success should be measured by conversions, not just opens and clicks.
Key considerations
- Monitor Domain Performance: Regularly check engagement metrics by domain to identify potential issues early.
- Adjust Sending Strategy: Be prepared to adjust sending volume and target active users to rebuild reputation.
- Prioritize Deliverability Fixes: Allocate resources to address deliverability issues even if it impacts other marketing activities.
- Focus on Valuable Content: Ensure emails provide value and are wanted by recipients to avoid low engagement.
- Address Root Causes of Issues: Investigate and resolve the underlying causes of deliverability problems, such as spam complaints and poor list hygiene.
- Track Conversions: Implement tracking mechanisms to measure the impact of emails on conversions and business goals.
Expert view
Expert from Word to the Wise explains that measuring the success of your emails shouldn't just focus on opens and clicks, but also conversions. The goal is to get the email opened, clicked, and have the recipient do something that benefits your company.
17 Feb 2023 - Word to the Wise
Expert view
Expert from Spam Resource explains that the best way to improve your sender reputation and get your emails delivered is to not send spam. Focus on sending wanted emails, and low engagement with recipients is the first sign that you are sending spam.
12 Sep 2023 - Spam Resource
What the documentation says
5 technical articles
Decreasing email open and click rates with Microsoft Outlook/Hotmail can be addressed by leveraging Microsoft's SNDS and JMRP for insights into sender reputation and deliverability. Implementing email authentication using SPF, DKIM, and DMARC is crucial for verifying email legitimacy and protecting against spoofing and phishing. Proper setup and maintenance of these authentication methods are essential for improving deliverability to all email providers, including Outlook/Hotmail.
Key findings
- Microsoft SNDS & JMRP: SNDS and JMRP provide valuable data on sender reputation and deliverability issues specific to Outlook/Hotmail.
- Email Authentication: SPF, DKIM, and DMARC are critical for verifying email legitimacy and improving deliverability to Outlook/Hotmail.
- SPF Records: Properly configured and maintained SPF records authorize email servers to send on behalf of the domain.
- DMARC Implementation: DMARC protects against email spoofing and phishing attacks while providing reporting to improve authentication practices.
- DKIM Signatures: DKIM adds a digital signature to email headers, verifying the sender's identity and ensuring message integrity.
Key considerations
- Implement SNDS & JMRP: Utilize Microsoft SNDS and JMRP to monitor complaint rates and IP reputation for Outlook/Hotmail users.
- Set Up SPF, DKIM, and DMARC: Implement and configure SPF, DKIM, and DMARC records to authenticate email and improve deliverability.
- Maintain SPF Records: Ensure SPF records are properly maintained to reflect authorized email sending servers.
- Monitor DMARC Reports: Regularly review DMARC reports to identify and address any email authentication issues.
- Verify DKIM Configuration: Ensure DKIM signatures are correctly implemented and validated by receiving email servers.
Technical article
Documentation from Microsoft explains that using the Smart Network Data Services (SNDS) and Junk Mail Reporting Program (JMRP) can provide insights into your sender reputation and help identify deliverability issues specific to Outlook/Hotmail users. These tools allow you to monitor complaint rates and IP reputation.
11 May 2025 - Microsoft
Technical article
Documentation from DKIM explains that DKIM (DomainKeys Identified Mail) works by adding a digital signature to the email header, which can be verified by the receiving email server. This confirms that the email was indeed sent by the domain owner and has not been tampered with during transit.
30 Apr 2025 - DKIM
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