What does a green IP in SNDS actually mean?

A green IP in SNDS means your IP address has a good reputation with Microsoft and isn't actively blocklisted by them. However, it only reflects the IP's standing, not necessarily your overall email deliverability to the inbox.

Why would my emails go to spam if SNDS shows green IPs?

Several factors can cause this. Your domain reputation might be poor, your email content could be triggering spam filters, you might have low recipient engagement rates (opens, clicks), or you could be hitting spam traps. Email authentication (SPF, DKIM, DMARC) issues can also play a role.

What other tools or metrics should I check if SNDS is all green but delivery is low?

SNDS provides insights into IP reputation, but it's not the only tool. Monitor Google Postmaster Tools for Gmail data, check major blocklists (or blacklists) , and closely track your engagement metrics (opens, clicks, complaints, unsubscribes) across all your campaigns.

Can SNDS data be inaccurate or delayed?

While rare, SNDS data can sometimes be delayed or show inconsistencies. There have been reports of IPs being blocked despite showing green in SNDS, or data being missing altogether. It's a useful tool, but should always be cross-referenced with your internal delivery logs and other reputation monitoring platforms.

What are the most important steps to improve email deliverability?

To improve deliverability, focus on maintaining excellent list hygiene (remove inactive users), optimizing content (avoid spam triggers), ensuring proper email authentication (SPF, DKIM, DMARC) , and monitoring recipient engagement closely. A multi-faceted approach is key.

Why is SNDS reporting all green IPs with no delivery uplift? - Troubleshooting - Email deliverability - Knowledge base

It's a common and perplexing situation for email senders: you check Sender Network Data Services (SNDS) and see all your IPs are glowing green, indicating excellent reputation, yet your email delivery or inbox placement rates aren't improving, or worse, they're declining. This discrepancy can be incredibly frustrating, leaving you wondering why the data doesn't align with reality. After all, if Microsoft SNDS reports a perfect reputation, why are emails still hitting the spam folder?

The truth is, while a green IP status in SNDS is a positive signal, it's only one piece of a much larger and more complex deliverability puzzle. Email service providers (ESPs) like Outlook.com (which SNDS covers) use a multifaceted approach to filter incoming mail. They consider numerous factors beyond just the sending IP's reputation, including domain reputation, content quality, sender authentication, and recipient engagement.

This guide delves into the reasons behind this common SNDS paradox. We will explore why your green IPs might not translate into better inbox placement and outline the crucial steps you need to take to achieve genuine email deliverability success, ensuring your messages reach their intended recipients effectively.

Decoding the SNDS green paradox

A green IP status in SNDS signals that Microsoft's systems view your sending IP address as having a good reputation. This typically means it hasn't been associated with high volumes of spam, malicious activity, or significant user complaints. It's a foundational element of good sending, but it's important to understand what it doesn't guarantee.

The SNDS data can sometimes be inconsistent or lag behind real-time deliverability issues. There have been instances where senders observe all their IPs showing green, yet they still face deliverability challenges, including outright blocks. This suggests that while SNDS offers valuable insights, it might not always reflect the complete picture or immediate filtering decisions by Microsoft. For a deeper understanding of this, consider how accurate SNDS colors are in reflecting performance.

Even with perfectly green IPs, your emails can still land in the spam folder or be rejected. This is often due to other factors beyond the IP itself, such as issues with your sending domain or the content of your messages. It's crucial to remember that a good IP reputation is a necessary but insufficient condition for optimal inbox placement.

Beyond the green light: hidden factors

One of the most common reasons for delivery issues despite green SNDS IPs is a poor email sender reputation at the domain level. While your IP might look good, if the domain you're sending from has accumulated a poor reputation due to spam complaints, blocklist (or blacklist) appearances, or DMARC failures, your emails will struggle to reach the inbox. Mailbox providers prioritize domain reputation heavily, as it's often a stronger indicator of sender legitimacy than IP reputation alone.

Content is king, even when your IPs are green. Spammy content, excessive links, irrelevant images, or hidden text can trigger spam filters regardless of your IP's standing. Microsoft, like other major mailbox providers, uses advanced algorithms that analyze email content for characteristics commonly found in spam. If your content exhibits these traits, it can bypass an otherwise good IP reputation and route your messages straight to the junk folder. This is why you might experience transactional deliverability issues on Microsoft.

Content and engagement best practices

Engagement metrics: Low open rates, high unsubscribe rates, and frequent marking of emails as spam can quickly degrade your sender reputation, irrespective of your IP's status. Mailbox providers closely monitor how recipients interact with your emails.
Spam traps: Hitting spam traps indicates poor list hygiene and can severely damage your reputation, leading to email blocks or junk folder placement. This is true even if your IP is green on SNDS.
Authentication issues: While not directly tied to IP reputation, improperly configured SPF, DKIM, or DMARC can lead to authentication failures, signaling to mailbox providers that your emails might not be legitimate. This can result in emails being rejected or sent to spam.

Common SNDS reporting anomalies

One of the more frustrating aspects of relying solely on SNDS is its occasional reporting anomalies. Instances have been noted where IPs appear green for extended periods, even when actual deliverability issues, such as emails being blocked, are occurring. This can lead to a false sense of security, preventing senders from diagnosing and addressing underlying problems promptly. For more on this, check out why Outlook.com deliverability is inconsistent.

Another observed anomaly is the complete absence of data for IPs that are actively sending to Microsoft recipients. If an IP with known sending volume to Outlook.com doesn't appear in SNDS, or shows no data for certain periods, it's a red flag. This might indicate that the traffic is being filtered before it even registers in SNDS, or it could be a reporting glitch, as has been seen previously where SNDS data is not displaying or accessible at all.

SNDS green status

Provides a high-level view of your IP reputation. A green signal means your IP is not broadly blocklisted or associated with major spam activities known to SNDS at that given time.

Limited scope: Focuses primarily on IP reputation and doesn't account for other crucial factors like content, domain reputation, or user engagement.
Delayed data: Information might not be real-time, leading to discrepancies between the reported status and actual deliverability, as seen with SmartScreen filter results.

Actual deliverability

The true measure of success: whether your emails consistently reach the recipient's inbox, not their spam folder. This is influenced by a multitude of factors, not just IP reputation.

Holistic view: Accounts for domain reputation, content quality, authentication (SPF, DKIM, DMARC), recipient engagement, and compliance with sender policies like Outlook's new sender requirements.
Immediate impact: Changes in any of these factors can have an immediate impact on whether your emails are delivered to the inbox or spam.

Strategies for genuine deliverability uplift

Achieving consistent email deliverability requires a comprehensive strategy that extends beyond simply monitoring your SNDS IP status. A green IP is a good start, but it's just one data point in a complex ecosystem. You need to focus on a holistic approach that considers all factors influencing inbox placement.

Proper email authentication is non-negotiable. Ensure your SPF, DKIM, and DMARC records are correctly configured and aligned. These protocols verify your sender identity, making it harder for spammers to impersonate your domain and building trust with mailbox providers. A strong authentication setup can significantly improve your chances of inbox delivery, regardless of occasional SNDS reporting quirks. Learn more about DMARC, SPF, and DKIM.

Actively manage your recipient lists. Regularly remove inactive subscribers, hard bounces, and any addresses that repeatedly mark your emails as spam. Incorporating proper list hygiene helps you avoid spam traps, which can severely damage your domain and IP reputation, potentially leading to your domain being put on an email blacklist (or blocklist). Maintaining a clean list ensures you're sending to engaged recipients, which positively impacts your sender reputation.

Monitor your deliverability beyond SNDS. Utilize Google Postmaster Tools for Gmail, and check other common email blocklists (or blacklists). Pay close attention to engagement metrics like open rates, click-through rates, and complaint rates. These provide a more accurate picture of how your emails are performing and where improvements are needed. Ultimately, focusing on these areas will lead to the desired delivery uplift, even if your SNDS IPs already look good.

Views from the trenches

Best practices

Regularly audit your email content for spam trigger words, excessive images, and broken links to avoid content-based filtering.

Implement a double opt-in process for new subscribers to ensure high-quality and engaged recipients on your lists.

Segment your email lists and tailor content to specific audience interests to improve engagement metrics and reduce complaints.

Set up feedback loops (FBLs) with major mailbox providers to receive notifications about user complaints and remove those subscribers quickly.

Consistently send mail from a single, dedicated sending domain to build a strong, unified sending reputation over time.

Common pitfalls

Relying solely on SNDS green status as the only indicator of email deliverability success is a major pitfall.

Ignoring domain reputation and focusing only on IP reputation can lead to persistent deliverability problems.

Failing to regularly clean your email lists of inactive users and spam traps will degrade your sending reputation.

Sending inconsistent email volumes or types of content can confuse mailbox providers and negatively impact reputation.

Not monitoring actual inbox placement rates across various mailbox providers can mask underlying deliverability issues.

Expert tips

Remember that Microsoft's filters are dynamic and look at a combination of factors, not just IP reputation.

Even with green IPs, high complaint rates or spam trap hits will still lead to poor inbox placement.

Monitor your engagement data very closely, as it's often a stronger signal than what SNDS reports alone.

Focus on maintaining a healthy sender ecosystem, including valid authentication, clean lists, and valuable content.

Don't panic if SNDS shows temporary anomalies; cross-reference with other deliverability metrics.

Marketer view

Marketer from Email Geeks says they noticed all their IPs were green in SNDS, which seemed unusual given their typical mix of yellow and green.

2021-12-15 - Email Geeks

Marketer view

Marketer from Email Geeks says an ESP client also mentioned seeing all green IPs, but they couldn't find any other platform alerts.

2021-12-15 - Email Geeks

Why the SNDS reporting anomaly?

The phenomenon of green IPs in SNDS without a corresponding uplift in email delivery is a clear indicator that deliverability is a multi-faceted challenge. While IP reputation is certainly a factor, it is by no means the only determinant of whether your emails reach the inbox. Domain reputation, content quality, proper authentication, and consistent recipient engagement all play equally, if not more, critical roles. By taking a holistic view and addressing each of these areas, you can move beyond misleading green signals to achieve truly successful email delivery. This helps avoid common reasons why emails go to spam.