How do I improve email deliverability to Hotmail and avoid the spam folder?

Summary

Improving email deliverability to Hotmail involves a comprehensive strategy encompassing technical setup, sender reputation management, list hygiene, content optimization, and proactive monitoring. Proper domain setup with SPF, DKIM, and DMARC authentication is crucial to verify sending identity and prevent spoofing. Maintaining a positive sender reputation requires consistent sending habits, engagement, and monitoring using tools like Microsoft's SNDS and Google Postmaster Tools. List hygiene practices, including double opt-in, segmentation, and regular removal of inactive or problematic subscribers, are essential. Avoiding spam trigger words, providing valuable content, and ensuring responsive design contribute to content optimization. Proactive monitoring of blocklist status and setting up feedback loops with Microsoft's JMRP allow for quick issue resolution and complaint management. Finally, gradually warming up new IP addresses and testing emails before sending ensure a smooth and optimized sending process.

Key findings

  • Authentication: SPF, DKIM, and DMARC are essential for verifying sending identity and improving deliverability.
  • Sender Reputation: Maintaining a positive sender reputation with Hotmail is crucial, requiring consistent sending habits and engagement.
  • List Hygiene: Practicing good list hygiene, including double opt-in and regular cleaning, significantly improves deliverability.
  • Content Optimization: Avoiding spam trigger words and providing valuable content are essential to avoid spam filters.
  • Proactive Monitoring: Regularly monitor blocklist status and utilize feedback loops (JMRP) to manage complaints.
  • Technical Setup: Properly configured technical aspects, such as SPF records and DMARC policies, are critical.

Key considerations

  • SNDS & JMRP: Implement and actively monitor Microsoft's SNDS and JMRP for valuable insights.
  • SPF & DKIM Configuration: Ensure accurate and complete configuration of SPF and DKIM records.
  • DMARC Enforcement: Implement a DMARC policy to instruct receiving servers on handling unauthenticated emails.
  • IP Warm-up: Gradually warm up new IP addresses to establish a positive sending reputation.
  • Content Testing: Test email rendering across various devices and clients to ensure optimal presentation.
  • Blacklist Monitoring: Proactively monitor IP addresses and domains for blacklisting.

What email marketers say
9Marketer opinions

Improving email deliverability to Hotmail involves a multi-faceted approach. Key areas include ensuring proper domain setup and authentication (SPF, DKIM, DMARC), maintaining a good sender reputation by monitoring IP addresses and using tools like SNDS, and practicing good list hygiene by removing inactive subscribers and implementing double opt-in. Additionally, content quality is essential, requiring the avoidance of spam trigger words and the provision of valuable information. Technical aspects such as responsive design, proper image handling, and warming up new IP addresses are also crucial. Regularly checking for blacklisting and setting up feedback loops to manage user complaints are necessary for ongoing deliverability maintenance.

Key opinions

  • Authentication: Properly configured SPF, DKIM, and DMARC are critical for verifying your sending identity and preventing spoofing.
  • Sender Reputation: Monitoring and maintaining a positive sender reputation with Hotmail is essential for inbox placement.
  • List Hygiene: Building and maintaining a clean email list through double opt-in, segmentation, and regular cleaning of inactive subscribers significantly improves deliverability.
  • Content Quality: Avoiding spam trigger words and providing valuable content are essential to prevent emails from being marked as spam.
  • Technical Setup: Responsive design, proper image handling, and a reputable ESP contribute to better deliverability.
  • Blacklist Monitoring: Regularly checking for blacklisting and taking steps to get delisted is crucial.
  • Feedback Loops: Setting up and monitoring feedback loops (e.g., JMRP) allows you to identify and remove subscribers who mark your messages as spam.

Key considerations

  • Domain Setup: Ensure your domain setup is correct, including proper authentication records.
  • IP Warm-up: Gradually warm up new IP addresses to establish a good sending reputation.
  • DMARC Policy: Implement a 'quarantine' or 'reject' DMARC policy once SPF and DKIM are properly configured.
  • Testing: Test your emails before sending to ensure they render correctly on different devices and email clients.
  • Engagement: Focus on recipient engagement to improve inbox placement.
Marketer view

Email marketer from Mailjet explains the crucial role of email authentication (SPF, DKIM, and DMARC) in improving email deliverability, particularly for Hotmail. They advise setting up these protocols correctly to verify your sending identity and prevent spoofing.

August 2024 - Mailjet
Marketer view

Email marketer from Reddit explains the importance of avoiding spam trigger words in your email content. They recommend using a spam checker tool before sending and focusing on providing valuable content to your subscribers to avoid being marked as spam.

September 2022 - Reddit
Marketer view

Marketer from Email Geeks shares multiple things to check to improve email deliverability to Hotmail, including domain setup and authentication, SNDS and IP address reputation, recipient engagement, and URLs in the content (consistency and SSL certificate presence).

July 2023 - Email Geeks
Marketer view

Email marketer from Email Marketing Forum suggests regularly checking if your IP address or domain is blacklisted. If blacklisted, they recommend taking steps to get delisted by following the blacklist's removal process.

May 2024 - Email Marketing Forum
Marketer view

Email marketer from Litmus advocates for using responsive email design to ensure your emails look good on all devices. They also recommend avoiding large images and using alt text for images to improve accessibility and avoid being flagged as spam.

November 2022 - Litmus
Marketer view

Email marketer from Email on Acid suggests testing your emails before sending them to ensure they render correctly on different devices and email clients. They also recommend using a reputable email service provider (ESP) that has good deliverability rates.

November 2023 - Email on Acid
Marketer view

Email marketer from StackOverflow shares the importance of warming up new IP addresses gradually when starting email campaigns. They advise sending a small volume of emails initially and gradually increasing the volume over time to establish a good sending reputation.

January 2025 - StackOverflow
Marketer view

Email marketer from GMass covers the different DMARC policies, from 'none' to 'reject,' and their implications. They strongly suggest implementing a 'quarantine' or 'reject' policy once you are confident in your SPF and DKIM setup to protect your domain from spoofing.

October 2022 - GMass
Marketer view

Email marketer from Neil Patel's Blog suggests building a clean email list by using double opt-in, segmenting your list, and regularly cleaning out inactive subscribers to improve deliverability. He also recommends monitoring your sender reputation and using a dedicated IP address.

January 2024 - Neil Patel's Blog

What the experts say
4Expert opinions

Improving email deliverability to Hotmail requires proactive measures focusing on sender reputation, blocklist monitoring, feedback loop management, and list hygiene. Maintaining consistent sending habits with authenticated emails and engaging content is crucial for a positive sender reputation. Continuous monitoring of blocklist status allows for quick identification and resolution of listing issues. Setting up and utilizing Microsoft's JMRP helps identify and remove subscribers marking emails as spam. Finally, diligent list hygiene by removing invalid addresses, unsubscribes, and unengaged users is essential for optimal deliverability.

Key opinions

  • Blocklist Monitoring: Proactive, ongoing monitoring of blocklist status is essential for quick identification and resolution.
  • Sender Reputation: Consistent sending habits, authenticated emails, and engaging content are crucial for maintaining a positive sender reputation with Microsoft.
  • Feedback Loops: Utilizing Microsoft's JMRP (Junk Mail Reporting Program) is vital for identifying and removing subscribers who mark emails as spam.
  • List Hygiene: Removing invalid email addresses, unsubscribed users, and unengaged subscribers significantly improves deliverability.

Key considerations

  • Proactive Monitoring: Don't just react to deliverability problems; proactively monitor blocklists and sender reputation.
  • Consistent Sending: Avoid sudden changes in sending volume or content, as this can negatively impact sender reputation.
  • JMRP Setup: Ensure you have Microsoft's JMRP set up to receive feedback on spam complaints.
  • Regular List Cleaning: Make list cleaning a regular practice to remove unengaged and problematic subscribers.
Expert view

Expert from Word to the Wise highlights the critical role of list hygiene in maintaining deliverability to Hotmail. They recommend removing invalid email addresses, unsubscribed users, and those who haven't engaged with your emails in a long time.

September 2024 - Word to the Wise
Expert view

Expert from Spam Resource notes that maintaining a positive sender reputation with Microsoft requires consistent sending habits, authenticated emails, and engaging content. They suggest that sudden changes in volume or content can negatively affect reputation.

January 2023 - Spam Resource
Expert view

Expert from Word to the Wise explains the importance of setting up and monitoring feedback loops with Microsoft. They advise using Microsoft's JMRP to identify subscribers who are marking your messages as spam and removing them from your list promptly.

July 2023 - Word to the Wise
Expert view

Expert from Spam Resource emphasizes proactively monitoring blocklist status using tools like those they provide. They recommend not just checking blacklists reactively but setting up ongoing monitoring, so you are aware of any listing quickly.

October 2023 - Spam Resource

What the documentation says
5Technical articles

Improving email deliverability to Hotmail, according to documentation, centers around sender reputation, authentication (SPF, DKIM, DMARC), and monitoring. Microsoft emphasizes using SNDS to monitor IP reputation and JMRP to handle user complaints, alongside maintaining low complaint rates. Technical documentation from SparkPost and RFC details proper SPF configuration, DKIM signing with strong keys, and DMARC policy enforcement. Google Postmaster Tools highlights the importance of monitoring domain and IP reputation, offering metrics on how Gmail users perceive emails. DKIM.org provides comprehensive information on generating, storing, and publishing DKIM keys.

Key findings

  • Sender Reputation: Maintaining a positive sender reputation is crucial for Hotmail deliverability.
  • Authentication: SPF, DKIM, and DMARC are essential for verifying sending identity and preventing spoofing.
  • Monitoring: Tools like SNDS (Microsoft) and Google Postmaster Tools help monitor IP and domain reputation.
  • Complaint Handling: JMRP (Microsoft) is critical for identifying and addressing user complaints.
  • Technical Configuration: Proper configuration of SPF, DKIM, and DMARC records is paramount.

Key considerations

  • SNDS/JMRP Setup: Ensure proper setup and monitoring of SNDS and JMRP for Microsoft.
  • SPF Configuration: Correctly configure SPF records to include all sending sources.
  • DKIM Key Strength: Implement DKIM signing with a strong key length.
  • DMARC Policy: Enforce DMARC policy to instruct receiving servers on handling unauthenticated emails.
  • Reputation Monitoring: Regularly monitor domain and IP reputation using available tools.
Technical article

Documentation from SparkPost details how SPF records should be properly configured to include all sending sources, and DKIM signing should be implemented with a strong key length. DMARC policy enforcement is also critical to instruct receiving servers on handling unauthenticated emails.

October 2024 - SparkPost
Technical article

Documentation from DKIM.org explains the technical details of DKIM signing, how to generate and store DKIM keys, and how to publish the public key in your DNS records. This resource serves as a central point for DKIM understanding.

May 2024 - DKIM.org
Technical article

Documentation from Microsoft Support emphasizes the importance of Sender Reputation in Hotmail/Outlook deliverability. It highlights using SNDS (Smart Network Data Services) to monitor IP reputation and JMRP (Junk Mail Reporting Program) to handle user complaints. It also stresses authentication (SPF, DKIM, DMARC) and maintaining low complaint rates.

January 2023 - Microsoft Support
Technical article

Documentation from RFC explains the technical specifics of SPF, detailing how to define SPF records, common errors in SPF configuration, and how SPF interacts with other email authentication methods. It serves as the definitive technical specification.

May 2022 - RFC
Technical article

Documentation from Google Postmaster Tools emphasizes the importance of monitoring your domain and IP reputation. It provides metrics to help senders understand how Gmail users are perceiving their emails and identifies potential deliverability issues.

November 2023 - Google Postmaster Tools