Why does SNDS show blocked IPs with good acceptance rates and engagement?

Key findings

• Data conflicts: SNDS "View IP Status" may show a block status (e.g., "red") while other metrics within SNDS or external deliverability data indicate healthy acceptance rates and strong user engagement.
• Lack of bounce correlation: Despite a "blocked" status in SNDS, there might be no corresponding hard bounces (5xx errors) from Microsoft's servers that specifically indicate a block.
• SmartScreen influence: The color codes and "blocked" status in SNDS are often more reflective of Microsoft's internal SmartScreen content filtering system's assessment of your mail, rather than a definitive IP-level block preventing all mail.
• Potential glitches: Many in the email community have observed and reported these inconsistencies, suggesting occasional data glitches or delays within the SNDS platform.

Key considerations

• Verify with bounce logs: Always cross-reference SNDS data with your own bounce logs. A true IP block will typically generate specific 5xx bounce codes.
• Understand SNDS indicators: A "blocked" status in SNDS doesn't always equate to complete mail rejection. It might mean a higher likelihood of mail landing in the junk folder due to content or reputation signals.
• Monitor engagement metrics: Continue to track open rates, click-through rates, and complaint rates closely, as these are strong indicators of your actual inbox placement and sender reputation.
• Consider data recency: SNDS data can sometimes be delayed or updated asynchronously, leading to temporary discrepancies between the reported status and real-time deliverability.
• Review sender reputation factors: Understanding all factors influencing sender reputation (volume, complaints, bounces, engagement) as described by Mailgun is essential for a complete picture.

Key opinions

• Widespread observation: Numerous marketers have reported experiencing the exact phenomenon: SNDS showing an IP as blocked, but their sending data showing high acceptance and engagement rates.
• Support inconsistency: Some noted that even when contacting Microsoft support, they were informed there was no actual block preventing mail delivery, reinforcing the idea of a data display issue.
• Continued sending: Many decided to continue sending mail from the seemingly "blocked" IPs because their internal metrics showed successful delivery, suggesting that the SNDS status was misleading.
• Microsoft's unpredictability: A common sentiment among marketers is the ongoing unpredictability of Microsoft's filtering and reporting systems, which can make troubleshooting challenging, as highlighted by HighLevel Support.

Key considerations

• Trust your internal data: While SNDS is valuable, give significant weight to your own deliverability metrics, such as acceptance rates, bounce rates, and engagement data, when SNDS data appears contradictory.
• Avoid hasty reactions: Do not immediately pause sending or take drastic action solely based on a "blocked" status in SNDS if your other metrics indicate good performance, especially when considering how to resolve Microsoft email blocks.
• Seek external validation: If possible, use other deliverability monitoring tools or seek community insights to corroborate or challenge SNDS reports.
• Adapt to changes: Be aware that SNDS reporting (e.g., changes in complaint reporting) can evolve, which might affect how data is interpreted when troubleshooting why your emails are going to spam.

Key opinions

• SmartScreen's role: An expert from Email Geeks clarified that SNDS color codes often reflect what Microsoft's SmartScreen content filters perceive of your mail, rather than a definitive email delivery block.
• Red does not mean no delivery: Experts noted it is possible to have a "red" indicator in SNDS (suggesting content filter issues) yet still achieve good inbox placement, while a "green" indicator might still result in mail landing in the bulk folder.
• Contextual interpretation: Experts emphasize that a holistic view of deliverability data, including bounces, acceptance rates, and complaint data, is crucial, as SNDS alone may not tell the whole story.
• Historical unpredictability: Experts humorously pointed out that Microsoft's systems have a long history of being "wildly unpredictable," suggesting that current inconsistencies are not new.

Key considerations

• Beyond color codes: Do not solely rely on the color codes in SNDS for a definitive assessment of deliverability. They are one signal among many, and SNDS accuracy should be considered.
• Analyze bounce data first: True IP blocks are usually confirmed by specific SMTP bounce codes, which should be the primary indicator of a hard block. This is vital when troubleshooting transactional deliverability issues.
• Understand data reporting changes: Be aware of changes in how SNDS reports data, such as the shift in spam complaint visibility, which can impact interpretation. This is particularly relevant if SNDS data is not displaying or delayed.
• Persistence and testing: If deliverability metrics remain strong despite a 'blocked' SNDS status, it may be prudent to continue sending while closely monitoring performance and engaging with Microsoft support if necessary, especially during IP warming periods.
• Consult industry leaders: SpamResource and WordtotheWise are excellent resources for expert opinions on email deliverability challenges and Microsoft's filtering.

Key findings

• Purpose of SNDS: Microsoft Smart Network Data Services is designed to provide senders with valuable email activity data, derived from log files, to help monitor IP reputation and improve deliverability.
• Reputation factors: Sender reputation is influenced by various elements including send volume, spam complaints, bounce rates, email authentication (SPF, DKIM, DMARC), and user engagement.
• Monitoring tools: SNDS allows senders to check if their IP addresses are considered reliable by Microsoft and to monitor their spam rates.
• Registration requirement: To fully utilize the service and access detailed data, senders are advised to register their IPs in SNDS and JMRP.

Key considerations

• Scope limitations: Documentation often focuses on intended functionality rather than detailing every possible data anomaly or lag in reporting that users might encounter.
• Holistic reputation: The documentation implies a comprehensive view of sender reputation, meaning a single "blocked" indicator might be one part of a larger, dynamic assessment.
• Actionable insights: Documentation generally provides guidance on what actions to take if an IP is blocked or has a high spam rate, such as reviewing metrics and analyzing activities.
• Authentication importance: Official guidance consistently emphasizes the critical role of strong email authentication (SPF, DKIM, DMARC) in establishing and maintaining good sender reputation. This also aligns with Outlook's new sender requirements.