How accurate are SNDS colors in reflecting email delivery performance?

Summary

Experts, marketers, and documentation sources converge on the conclusion that SNDS colors are an unreliable and oversimplified representation of email delivery performance. While providing a basic overview of Microsoft's perspective on a sender's reputation, SNDS colors are influenced by numerous factors, lack granular detail, and do not consistently reflect actual inbox placement. Relying solely on SNDS colors is strongly discouraged. A comprehensive approach involves analyzing underlying data within SNDS (complaint rates, authentication failures), integrating data from third-party tools and internal metrics, actively managing feedback loops, ensuring proper sender authentication, and following email marketing best practices.

Key findings

  • Unreliable Indicator: SNDS colors should not be trusted as a reliable indicator of inbox placement or overall deliverability.
  • Lack of Granularity: SNDS colors are a basic metric and do not provide sufficient detail for diagnosing specific deliverability issues.
  • Influence of Multiple Factors: SNDS colors are influenced by numerous factors, including complaint rates, spam traps, authentication, and sending volume.
  • Volume Dependent: The accuracy of SNDS colors may be higher at very large email volumes.

Key considerations

  • Analyze Underlying Data: Focus on analyzing the underlying data within SNDS, such as complaint rates, bounce rates, and authentication failures, to gain actionable insights.
  • Integrate Multiple Tools: Use SNDS in conjunction with other deliverability testing tools, seed lists, Google Postmaster Tools and internal metrics to develop a comprehensive understanding of email performance.
  • Manage Feedback Loops: Actively participate in and manage feedback loops to identify and address issues that affect your sending reputation.
  • Implement Authentication: Ensure proper sender authentication (SPF, DKIM, DMARC) to improve deliverability and sender reputation.
  • Adhere to Best Practices: Follow email marketing best practices, including obtaining consent, segmenting audiences, and providing clear unsubscribe options, to maintain a positive sender reputation.
  • Low Volume Considerations: Be extra cautious using SNDS at low email volumes as the colours may be misleading.

What email marketers say
12Marketer opinions

Multiple email marketers and experts suggest that SNDS colors are an unreliable and oversimplified indicator of email delivery performance. While SNDS provides some insight into Microsoft's perception of a sender's reputation, the colors are influenced by many factors and don't always accurately reflect actual inbox placement. The colors are most unreliable when sending low volumes of emails.

Key opinions

  • Unreliable Indicator: SNDS colors should not be trusted as the sole indicator of inbox placement.
  • Volume Dependent: The colors are more credible when sending very high volumes of emails.
  • Influenced by Many Factors: SNDS colors are influenced by factors such as complaint rates, spam trap hits, and authentication issues.
  • Starting Point: SNDS data and colors can be a starting point for troubleshooting but should not be the only data you analyse.

Key considerations

  • Monitor Complaint Rates: Focus on monitoring complaint rates and authentication status as primary indicators of deliverability.
  • Use Other Tools: Use a variety of deliverability testing tools, seed lists, and engagement metrics to get a clearer picture of email performance.
  • Improve Sender Reputation: Focus on building a strong sender reputation through consistent sending practices and engagement.
  • Implement Best Practices: Following email marketing best practices and monitoring tools is critical.
Marketer view

Email marketer from Email Marketing Agency states that effective audience segmentation can improve engagement metrics and lower complaint rates, which can contribute to a better sender reputation and potentially influence SNDS colors positively.

May 2021 - Email Marketing Agency
Marketer view

Email marketer from StackExchange suggests using SNDS data, including the colors, as a starting point for troubleshooting deliverability issues. They recommend investigating any sudden changes in color to identify potential problems with your sending practices or content.

January 2023 - StackExchange
Marketer view

Email marketer from Email Geeks shares their experience that colors are sometimes random but more credible if the volume is high enough and the colors matched the spam % when daily volume is in the thousands. They view it as another indication to add up to seeding, measuring engagement, etc.

November 2021 - Email Geeks
Marketer view

Email marketer from Email Consultant Website advises that following email marketing best practices, such as obtaining explicit consent, providing clear unsubscribe options, and avoiding spam trigger words, can improve your sender reputation and potentially influence SNDS colors.

January 2023 - Email Consultant Website
Marketer view

Email marketer from Email Marketing Forum says that they've observed inconsistencies between SNDS colors and actual inbox placement. They recommend using a variety of deliverability testing tools and monitoring engagement metrics to get a clearer picture of email performance.

September 2021 - Email Marketing Forum
Marketer view

Email marketer from Email Provider Blog writes that the SNDS colors are a reflection of your IP and domain reputation, which can improve over time by sending engaging content to opted-in subscribers and following email best practices.

November 2021 - Email Provider Blog
Marketer view

Email marketer from EmailGeeks Forum shares that SNDS colors should not be trusted as a reliable indicator of inbox placement. They suggest focusing on tracking actual inbox placement using seed lists and engagement metrics instead.

March 2022 - EmailGeeks Forum
Marketer view

Email marketer from Email Geeks believes that with such low volumes, Microsoft does not build up any kind of reputation profile and a 0.5% complaint rate on such low volumes is indicative of other issues. They also state the colors have their own life.

October 2022 - Email Geeks
Marketer view

Email marketer from Email Deliverability Service shares that consistent monitoring of your IP reputation via SNDS and other tools is crucial, but colors should not be the only metric. Actively addressing negative feedback and implementing authentication protocols are critical.

August 2023 - Email Deliverability Service
Marketer view

Email marketer from Reddit shares that SNDS colors can be misleading, especially with low volumes. They advise focusing on complaint rates and authentication status as primary indicators of deliverability, and treating the colors as a secondary data point.

February 2023 - Reddit
Marketer view

Email marketer from Quora responds that SNDS colors can provide a general overview of Microsoft's perception of your sending reputation, but they should not be the sole basis for making deliverability decisions. They recommend focusing on building a strong sender reputation through consistent sending practices and engagement.

January 2022 - Quora
Marketer view

Email marketer from LinkedIn shares that SNDS colors are influenced by various factors, including complaint rates, spam trap hits, and authentication issues. They suggest focusing on improving these factors to improve your overall sending reputation and potentially influence the colors.

April 2023 - LinkedIn

What the experts say
3Expert opinions

Experts agree that relying solely on SNDS colors for assessing email delivery performance is misleading. The colors offer a basic indication of overall email health but lack granular detail and can be random. A comprehensive approach involving analyzing underlying data (complaint rates, authentication failures), utilizing third-party tools, internal metrics, and Microsoft JMRP is crucial for a better understanding of deliverability issues.

Key opinions

  • Colors are Misleading: Focusing solely on SNDS colors can be misleading and does not guarantee an accurate representation of deliverability.
  • Lack of Granular Detail: SNDS colors are a very basic indicator and don't provide granular detail on individual issues.
  • Need Additional Tools: Relying only on SNDS is insufficient; use third-party tools, Microsoft JMRP, and internal metrics.

Key considerations

  • Analyze Underlying Data: Examine complaint rates, authentication failures, and other underlying data points within SNDS for a more accurate assessment.
  • Combine Data Sources: Integrate data from third-party tools and internal metrics for a holistic view of email deliverability.
  • Consider JMRP: Use tools like Microsoft JMRP in conjunction with SNDS to analyze user reactions to your emails.
Expert view

Expert from Word to the Wise, Laura Atkins, explains that SNDS data can be helpful, but focusing solely on the colors can be misleading. She emphasizes analyzing the underlying data, such as complaint rates and authentication failures, to gain a better understanding of deliverability issues. She also mentions using tools like the Microsoft JMRP in conjunction with SNDS.

July 2022 - Word to the Wise
Expert view

Expert from Email Geeks states the colors in SNDS are supposed to represent user reaction to the message but they seem utterly random, and do not give any indication of where the mail is delivered.

January 2023 - Email Geeks
Expert view

Expert from Spam Resource explains that the SNDS colors are a very basic indicator of overall email health, but they don't provide granular detail on individual issues. They recommend using a combination of SNDS with third party monitoring tools and internal metrics to get a more accurate picture of deliverability.

June 2024 - Spam Resource

What the documentation says
5Technical articles

Documentation from various sources indicates that SNDS colors provide a basic visual representation of sending reputation but shouldn't be the sole determinant of email delivery performance. Microsoft doesn't directly link the colors to specific inboxing rates. A comprehensive approach involves using SNDS data in conjunction with other metrics like complaint rates, bounce rates, spam trap hits, and feedback loops. Proper sender authentication and active feedback loop participation are also important for a positive sending reputation.

Key findings

  • Visual Representation Only: SNDS colors are a quick visual representation but don't correlate directly with inboxing rates.
  • Use with Other Metrics: SNDS data should be interpreted alongside other deliverability metrics for a comprehensive understanding.
  • Tool Specific: SNDS provides data specific to Microsoft, while other tools like Google Postmaster Tools offer a broader view.

Key considerations

  • Monitor Key Metrics: Pay close attention to complaint rates, bounce rates, spam trap hits, and feedback loops to assess sending reputation.
  • Implement Authentication: Ensure proper sender authentication (SPF, DKIM, DMARC) to improve deliverability.
  • Participate in Feedback Loops: Actively participate in feedback loops to identify and address deliverability issues.
  • Diversify Tools: Use multiple tools such as SNDS and Google Postmaster Tools.
Technical article

Documentation from Mailjet emphasizes the importance of proper sender authentication (SPF, DKIM, DMARC) to improve email deliverability and potentially influence SNDS results, including the colors displayed.

August 2024 - Mailjet
Technical article

Documentation from Return Path explains the role of feedback loops in improving email deliverability and maintaining a positive sending reputation, which can indirectly affect the SNDS colors by reducing complaint rates.

November 2022 - Return Path
Technical article

Documentation from Google Postmaster Tools explains that while SNDS provides data specific to Microsoft, Google Postmaster Tools offers a broader view of your sending reputation and deliverability across Gmail users. They suggest using both tools to get a more comprehensive understanding, rather than relying solely on SNDS colors.

July 2022 - Google
Technical article

Documentation from Microsoft explains that SNDS provides data about traffic, complaint rates, and authentication for your sending IPs. The colors are meant to give a quick visual representation of your sending reputation, but Microsoft does not directly correlate the colors with specific inboxing rates.

March 2024 - Microsoft
Technical article

Documentation from SparkPost explains that SNDS data, including the colors, should be interpreted in conjunction with other deliverability metrics. They highlight the importance of monitoring bounce rates, spam trap hits, and feedback loops to get a comprehensive understanding of your sending reputation.

May 2024 - SparkPost