Summary
Emails land in Hotmail's junk folder due to numerous factors, including low recipient engagement, shared IP reputation, being a new sender (requiring warmup), spam triggers in content, and inconsistent sending frequency. Microsoft's Postmaster guidelines, SNDS, and JMRP are crucial, alongside SPF, DKIM, and DMARC authentication. Clean mailing lists, double opt-in, easy unsubscribe, and avoiding blacklists are essential. Engagement is vital, indicating to Hotmail that users want your emails; ensure high-quality, relevant content. Building a new domain/IP reputation requires a slow warmup and subscriber education.
Key findings
- Engagement is Key: Recipient engagement directly impacts deliverability; low engagement signals unwanted mail.
- Reputation Matters: Shared IPs affect deliverability; maintain a positive IP reputation through SNDS and JMRP.
- Warmup is Crucial: New domains/IPs require a warmup period with gradual increases in volume and subscriber education.
- Content Quality Counts: Avoid spam triggers; create relevant, valuable content.
- Authentication is Mandatory: SPF, DKIM, and DMARC are foundational for authentication, but are not enough on their own.
- Clean Lists Are Vital: Maintain clean mailing lists by implementing double opt-in and removing unengaged or bouncing addresses.
Key considerations
- Microsoft Guidelines: Adhere to Microsoft's Postmaster guidelines.
- Double Opt-in: Use double opt-in to confirm subscriber interest and reduce spam complaints.
- Easy Unsubscribe: Provide easy and clear unsubscribe options.
- Monitor Blacklists: Check and address blacklisting issues promptly.
- Inform Subscribers: If you are a new sender ask users to check their junk folder and mark you as a safe sender.
- List Bombing: Be aware of sudden increases in email volume, building your list gradually and segmenting it effectively.
What email marketers say
12 marketer opinions
Emails sent to Hotmail often end up in the junk folder due to factors like low recipient engagement, shared IP reputation issues, new IP/domain warm-up periods, spam trigger words, and inconsistent sending frequency. Improving email deliverability to Hotmail requires focusing on contact quality, relevant content, a double opt-in process, a clean mailing list, consistent sending frequency, and a reputable IP address. Monitoring sender reputation and following Hotmail's guidelines are also crucial.
Key opinions
- Engagement Matters: Hotmail considers recipient engagement (opens, clicks) a primary factor in determining whether to deliver emails to the inbox or junk folder. Low engagement leads to junk placement.
- IP Reputation: Shared IPs can impact deliverability, as the actions of other senders using the same IP affect your reputation. Monitor and maintain a positive IP reputation.
- Warm-up Phase: New IPs and domains require a warm-up period, during which Hotmail is more sensitive to junk placement. Gradually increase sending volume to establish a positive reputation.
- Content is Key: Using spam trigger words in email subject lines and content can cause emails to land in the junk folder. Ensure email content is relevant, valuable, and avoids spammy language.
- List Hygiene: Maintaining a clean mailing list by removing invalid email addresses and using a double opt-in process is crucial for a healthy sender reputation.
Key considerations
- Contact Quality: Ensure subscribers know what they're signing up for and that unsubscribing is easy. Poor contact quality leads to low engagement and spam complaints.
- Consistent Sending: Maintain a consistent sending frequency to establish a positive sender reputation. Avoid sudden spikes in email volume that can trigger spam filters.
- Sender Information: Provide a clear and concise 'From' name and email address to help recipients quickly identify the sender and reduce the likelihood of your email being marked as spam.
- Blacklist Monitoring: Ensure that your IP address and domain aren't blacklisted. Use tools to check if you are on any blacklists and take steps to get removed if necessary.
- Authentication: Properly configure SPF, DKIM and DMARC.
Marketer view
Email marketer from Email Geeks recommends checking the IP reputation, especially if it's a shared IP, as other senders' actions can impact deliverability.
12 Mar 2022 - Email Geeks
Marketer view
Email marketer from Medium.com shares that to improve your sending reputation, ensure that your IP address and domain aren't blacklisted. Use tools to check if you are on any blacklists and take steps to get removed if necessary.
2 Apr 2022 - Medium.com
What the experts say
4 expert opinions
Emails to Hotmail often land in junk due to a combination of factors including the domain and mailing list being new and needing a warm-up period, spikes in email volume triggering spam filters, and lack of subscriber engagement. Proper email authentication is crucial but not sufficient; actively managing sender reputation through feedback loops and gradual list building are also essential. Educating subscribers to mark emails as 'not junk' is vital during the warm-up phase.
Key opinions
- Warm-up Phase: New domains and mailing lists require a warm-up period where Hotmail learns the legitimacy of the mail. Tell users to check and mark as 'not junk'.
- Feedback Loops: Using feedback loops identifies subscribers marking emails as spam, allowing for removal and improved sender reputation.
- Volume Spikes: Sudden increases in email volume (list bombing) can trigger spam filters. Gradual list building and segmentation are recommended.
- Authentication is not enough: SPF, DKIM and DMARC are vital but not sufficient, Hotmail still needs to learn your mail is wanted.
Key considerations
- Subscriber Education: Inform subscribers to check their bulk folder and mark welcome messages as 'not junk' during the initial phase.
- Gradual List Building: Avoid 'list bombing' by building your list gradually and segmenting it effectively.
- Active Reputation Management: Proactively manage your sender reputation through feedback loops and address issues promptly.
- List Management: Maintain a clean list by removing unengaged or spam reporting subscribers.
Expert view
Expert from Email Geeks explains that because the domain and mailing list are new, it's still in the warmup phase, and Hotmail needs to learn that the mail is wanted. Advices telling subscribers to check their bulk folder and mark the welcome message as not junk.
8 Aug 2021 - Email Geeks
Expert view
Expert from Word to the Wise responds that proper authentication setup including SPF, DKIM, and DMARC is crucial, but also shares that it is not enough to ensure inbox placement. You must ensure your emails are wanted.
2 Jan 2023 - Word to the Wise
What the documentation says
5 technical articles
Email deliverability to Hotmail (Outlook.com) can be improved by adhering to Microsoft's Postmaster guidelines, actively monitoring IP reputation via SNDS, and participating in the JMRP. Ensure proper email authentication using SPF, DKIM, and DMARC. Maintain clean mailing lists and provide easy unsubscribe options. Users should also check their own blocked sender lists and safe sender lists. RFC documents also specify the need for SPF and Domainkeys describes how to implement DKIM.
Key findings
- Microsoft Guidelines: Adhering to Outlook.com Postmaster guidelines is essential for deliverability.
- Reputation Monitoring: Use SNDS to monitor your IP reputation with Microsoft.
- Feedback Programs: Participate in JMRP to receive feedback on spam complaints.
- Email Authentication: Implementing SPF, DKIM, and DMARC authenticates your email and prevents spoofing.
- List Management: Maintaining clean mailing lists improves deliverability.
Key considerations
- User-Side Checks: Encourage users to check their blocked sender and safe sender lists.
- Easy Unsubscribe: Provide easy and accessible unsubscribe options to avoid spam complaints.
- RFC and DomainKeys: Following the RFC instructions and DomainKeys instructions for setting up email authentication.
Technical article
Documentation from Microsoft shares that to solve emails going to junk, check your blocked sender list, ensure your sender address is in the safe sender list, check your email rules and review the junk email filter settings.
3 Apr 2025 - Microsoft
Technical article
Documentation from DomainKeys describes implementing DomainKeys Identified Mail (DKIM) which provides an email authentication system designed to verify the DNS domain of an email sender and the integrity of the message.
31 Mar 2023 - DomainKeys
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