Why are my emails going to the junk folder in Outlook despite passing authentication checks?
Summary
What email marketers say13Marketer opinions
Email marketer from Email on Acid shares that maintaining good list hygiene is critical. Regularly remove inactive subscribers and invalid email addresses to improve your sender reputation and deliverability.
Email marketer from Twilio SendGrid shares that using a dedicated IP address can improve deliverability by allowing you to build your own reputation. It's recommended for senders with high email volumes.
Marketer from Email Geeks explains that mail-tester doesn't accurately reflect how major mailbox providers filter messages, as most use systems built around software that is now 20 years old. He advises checking SES metrics for bounces and complaints.
Email marketer from Litmus shares that recipient engagement (opens, clicks, replies) is a major factor in inbox placement. Encourage recipients to interact with your emails to improve your deliverability.
Email marketer from Email Marketing Forum suggests setting up feedback loops with major ISPs to receive notifications when recipients mark your emails as spam. This allows you to identify and address deliverability issues promptly.
Email marketer from Gmass explains that sudden spikes in sending volume can trigger spam filters. Gradually increase your sending volume over time to establish a consistent sending pattern.
Email marketer from Reddit states that Outlook is known for its aggressive spam filters. Even with proper authentication, emails can still end up in the junk folder due to factors like low engagement or being a new sender.
Marketer from Email Geeks shares Microsoft has Smart Network Data Service (SNDS) which can show your status but notes the data isn't always accurate and advises to confirm if the problem only happens on outlook and check if the IP is shared or dedicated.
Email marketer from Stack Overflow suggests that a blacklisted IP address can cause emails to go to the junk folder, even with proper authentication. Check your IP address against known blacklists and take steps to remove it if necessary.
Email marketer from Validity (formerly ReturnPath) shares that sender reputation is crucial. Factors like complaint rates, bounce rates, and engagement directly impact whether emails land in the inbox or junk folder, irrespective of authentication.
Email marketer from Microsoft Support explains that even with perfect authentication, Outlook's junk mail filter considers many factors, including sender reputation, content, and user feedback. Users can mark emails as 'not junk' to improve future delivery.
Email marketer from Mailjet shares that the content of your email can trigger spam filters. Avoid using spam trigger words, excessive links, or large images, as these can negatively impact deliverability.
Marketer from Email Geeks suggests the issue might be related to Microsoft's SmartScreen filter, where customer engagement is lower on one domain compared to another, or the domain reputation could be lower. He recommends reading up on SmartScreen and asks about the SenderScore readings for the IP address used by Amazon SES.
What the experts say4Expert opinions
Expert from Email Geeks suggests warming up the domain at Microsoft by getting recipients to pull the mail out of their junk folder. She advises a social media campaign to alert them to interact with the messages and asks if it’s affecting all subscribers or just the test account.
Expert from Word to the Wise responds that 'list bombing' (where attackers sign up an email address to many services) can severely impact deliverability, even if authentication is correct. This results from a sudden influx of spam reports associated with your sending IP or domain and damages your sender reputation.
Expert from Word to the Wise shares that email content plays a significant role. Problematic content can still impact deliverability, even with correct authentication. Assess content quality and user engagement. Low engagement may push mail to spam/junk folders.
Expert from Spamresource explains that Outlook uses a combination of techniques including content filtering, user complaints, and sender reputation to determine whether an email is junk. Passing authentication is just one factor, and a poor sender reputation can still lead to junk folder placement.
What the documentation says4Technical articles
Documentation from RFC explains that DMARC reporting helps you understand how your emails are being handled by receiving mail servers. Analyzing DMARC reports can identify deliverability issues and improve your email authentication setup.
Documentation from SparkPost explains that while SPF, DKIM, and DMARC confirm sender identity, they don't guarantee inbox placement. Content, sending volume, and recipient interaction are also key factors affecting deliverability.
Documentation from Microsoft SNDS explains that the Smart Network Data Services (SNDS) provides data about your IP address reputation and spam complaints. Monitoring SNDS can help you identify and resolve deliverability problems.
Documentation from Google explains that maintaining a good domain reputation is crucial for deliverability. Google Postmaster Tools provides insights into your domain's reputation, spam rate, and other metrics.