Summary
Re-evaluating a domain's SCL and BCL with Microsoft is a multifaceted process focused on enhancing sender reputation and adhering to email best practices. Direct resets are unlikely; improvements stem from consistent, positive sending behavior. Key strategies encompass implementing email authentication (SPF, DKIM, DMARC), maintaining clean and engaged email lists, actively monitoring sender reputation using tools like Microsoft SNDS, and addressing user complaints through feedback loops. Content quality, consistent sending volume and schedule, and avoiding blocklists are also crucial. Warming up IP addresses gradually, segmenting audiences based on engagement, and respecting sending limits further contribute to a positive sender reputation and improved SCL/BCL scores. Deliverability tools, bounce message analysis, and awareness of Microsoft's adaptive SmartScreen filter are essential for ongoing optimization.
Key findings
- Indirect Influence: Direct requests for SCL/BCL resets are generally ineffective. Improvements arise from sustained, positive sending behavior.
- Reputation-Centric: Microsoft heavily relies on sender reputation to determine SCL/BCL. Enhancing reputation is paramount for achieving desired outcomes.
- Complaint Sensitivity: User complaints significantly impact BCL. Minimizing complaints is critical for sustaining a favorable score.
- Authentication Necessity: Proper email authentication (SPF, DKIM, DMARC) is essential for establishing trust and enhancing deliverability.
- List Hygiene Imperative: Maintaining a clean and engaged email list is vital for preventing bounces and spam complaints.
- Engagement Impact: Higher engagement (opens, clicks) signals to Microsoft that your emails are valuable to recipients.
- Content Relevance: The content of your emails significantly influences SCL scores. Steer clear of spam trigger words, poor formatting, and suspicious links.
- Adaptive Filtering: Microsoft's SmartScreen filter is an adaptive system; staying informed about evolving best practices is crucial.
- Consistent Volume: Consistent email volume and a steady sending schedule help build trust with Microsoft and other ISPs.
- Blacklist Monitoring: Check to see if you have been listed on any known email block lists. If so, determine the procedure to request removal.
Key considerations
- Long-Term Strategy: Enhancing SCL/BCL is a continuous process requiring ongoing monitoring and optimization.
- Holistic Approach: Address technical aspects (authentication), list management, and content quality for optimal results.
- Feedback Loop Management: Actively monitor and respond to feedback loops to identify and promptly address subscriber complaints.
- Volume Adjustment: Gradually warm-up IP addresses to establish a positive sending history, especially with new IPs.
- Testing and Monitoring: Utilize deliverability testing tools and continuously monitor your sender reputation to proactively identify and resolve issues.
- Content Optimization: Regularly review and refine email content to avoid spam triggers and ensure high-quality messaging.
- Stay Informed: Keep updated with the latest email deliverability best practices and changes in Microsoft's filtering algorithms.
- Sending limits: Be aware of Outlook.com's daily sending limits to avoid being flagged as a spammer.
What email marketers say
9 marketer opinions
Re-evaluating a domain's SCL (Spam Confidence Level) and BCL (Bulk Complaint Level) with Microsoft involves a multi-faceted approach focused on improving sender reputation and adhering to email best practices. Direct resets are unlikely, emphasizing the importance of proactive measures. Key strategies include implementing email authentication (SPF, DKIM, DMARC), maintaining clean and engaged email lists, actively monitoring sender reputation using tools like Microsoft SNDS, and promptly addressing user complaints through feedback loops. Warming up IP addresses gradually, avoiding spam trigger words, and sending valuable content to segmented audiences also contribute to a positive sender reputation, leading to improved SCL/BCL scores over time. Additionally, ensure you are not on any blocklists and use deliverability testing tools.
Key opinions
- Indirect Influence: Directly requesting an SCL/BCL reset from Microsoft is generally not possible. Improvements come from consistent, positive sending behavior.
- Reputation Focus: Microsoft primarily relies on sender reputation to determine SCL/BCL. Improving reputation is key to achieving desired results.
- Complaint Impact: User complaints significantly influence BCL. Minimizing complaints is critical for maintaining a good score.
- Authentication Importance: Proper email authentication (SPF, DKIM, DMARC) is essential for establishing trust and improving deliverability.
- List Hygiene: Maintaining a clean and engaged email list is vital for preventing bounces and spam complaints.
- Engagement Matters: Higher engagement (opens, clicks) signals to Microsoft that your emails are valuable to recipients.
Key considerations
- Long-Term Strategy: Improving SCL/BCL is an ongoing process that requires continuous monitoring and optimization.
- Holistic Approach: Address technical aspects (authentication), list management, and content quality to achieve optimal results.
- Feedback Loop Monitoring: Actively monitor and respond to feedback loops to identify and address subscriber complaints promptly.
- Volume Adjustment: If establishing a new IP address, remember to 'warm up' the IP address by sending emails in low volumes to begin with.
- Testing and Monitoring: Utilize deliverability testing tools and continuously monitor your sender reputation to identify and address any issues proactively.
Marketer view
Marketer from Email Geeks shares that they'd be surprised if you can request a reset of SCL and BCL via MSFT Postmaster tickets, indicating the team managing anti-spam inside the inbox seems separate from those managing the frontline (IPs/ASN blocks). They also added that SCL/BCL will only be added after the email is accepted and doesn't reject outright based on high scores, it just gets sent to the spam box depending on the user's settings.
2 May 2024 - Email Geeks
Marketer view
Email marketer from SparkPost answers question and suggest that Monitoring engagement metrics (opens, clicks) and segmenting your audience based on engagement levels. Sending targeted emails to engaged users improves deliverability and prevents your emails from being marked as spam by disengaged recipients. Sending more valuable mail to recipients is key for deliverability.
28 Feb 2023 - SparkPost
What the experts say
4 expert opinions
Re-evaluating a domain's SCL and BCL with Microsoft involves understanding the adaptive nature of Microsoft's SmartScreen filter and focusing on factors that build trust. Content quality, list hygiene, and consistent sending practices are crucial. Avoiding spam trigger words and suspicious links in your content is essential, as is maintaining a clean list of engaged subscribers. A steady sending schedule with consistent volume helps Microsoft learn your sending patterns and recognize your emails as legitimate, leading to improved SCL/BCL scores.
Key opinions
- Content is King: Email content significantly impacts SCL scores. Avoid spam trigger words, poor formatting, and suspicious links.
- Adaptive Filters: Microsoft's SmartScreen filter is a learning system. Stay updated with best practices as factors influencing deliverability evolve.
- List Hygiene Matters: A clean and engaged subscriber list improves sender reputation and positively influences SCL/BCL.
- Consistency Builds Trust: Consistent email volume and a steady sending schedule help build trust with Microsoft.
Key considerations
- Regular Content Review: Continuously review and optimize your email content to avoid spam triggers and ensure high quality.
- Stay Informed: Keep abreast of the latest email deliverability best practices and changes in Microsoft's filtering algorithms.
- Maintain List Health: Implement strategies for regularly cleaning your email list and removing inactive or unengaged subscribers.
- Establish Sending Cadence: Maintain a consistent email sending schedule to build a positive sending history with Microsoft.
Expert view
Expert from Word to the Wise explains that your content heavily influences SCL scores. Using spam trigger words, having poor formatting, or including suspicious links can all increase your SCL. Reviewing and optimizing your email content is important.
6 Jan 2025 - Word to the Wise
Expert view
Expert from Word to the Wise responds that Microsoft's SmartScreen filter is a learning system that adapts to new threats and user feedback. This means that factors influencing deliverability change over time. Staying up-to-date with best practices and monitoring your sending reputation are vital.
26 May 2024 - Word to the Wise
What the documentation says
5 technical articles
Microsoft documentation indicates that re-evaluating SCL/BCL involves focusing on sender reputation and email authentication. There's no direct reset; improvement relies on positive sending practices. Key areas include reducing bounce rates, minimizing spam complaints, participating in feedback loops, and using the SNDS program to monitor your IP's reputation. Carefully review bounce messages to address specific issues causing rejections. Implementing DMARC for email authentication protects senders and recipients and helps improve deliverability. Adhering to Outlook.com's sending limits and avoiding spam triggers is crucial for preventing rejections.
Key findings
- Reputation-Driven: Sender reputation is paramount in determining SCL/BCL. Focus on improving sending practices to enhance reputation.
- SNDS Monitoring: The Smart Network Data Services (SNDS) provides data on your IP's reputation with Microsoft, aiding in identifying and addressing issues.
- Bounce Analysis: Analyzing bounce messages offers valuable insights into why emails are rejected, facilitating targeted improvements.
- DMARC Authentication: Implementing DMARC authentication helps protect senders and recipients and improve deliverability.
- Sending Limits: Adhering to Outlook.com's sending limits is essential to avoid being flagged as spam and having emails rejected.
Key considerations
- Continuous Improvement: Regularly monitor and refine sending practices to maintain and improve sender reputation.
- Proactive Issue Resolution: Address issues identified through SNDS and bounce messages promptly to mitigate negative impacts.
- Authentication Implementation: Prioritize implementing DMARC, SPF, and DKIM to authenticate your emails and build trust with Microsoft.
- Limit Awareness: Be aware of and adhere to Outlook.com's sending limits to avoid being flagged as a spammer.
Technical article
Documentation from Microsoft Learn explains that sender reputation is based on various signals, including bounce rates, spam complaints, and participation in feedback loops. A low sender reputation can lead to emails being filtered as spam or blocked entirely. While there isn't a direct method to 're-evaluate' your SCL/BCL, improving your sending practices (reducing bounces, addressing complaints) will positively influence your reputation over time.
18 Jul 2022 - Microsoft Learn
Technical article
Documentation from Microsoft answers question and recommends reviewing bounce messages carefully, as they often contain specific information about why an email was rejected. Addressing the issues identified in bounce messages (e.g., invalid recipient, policy violation) can improve your deliverability and help you avoid negative impacts on your SCL/BCL.
24 Jun 2024 - Microsoft
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