Why are my emails going to the Outlook/Hotmail junk folder despite good IP reputation and how do I fix it?
Summary
What email marketers say11Marketer opinions
Email marketer from EmailGeek shares that users mark messages as junk which trains Outlook to do so. Senders need to use feedback loops, authenticate email, get added to address books, test content with Outlook, use a dedicated IP address, monitor sender reputation and follow best practices.
Email marketer from Mailtrap Blog shares that a common reason for emails landing in the junk folder is the content itself. Using excessive exclamation points, all caps, or spam trigger words can negatively impact deliverability. Optimize your content for better results.
Email marketer from Mailjet shares that to improve deliverability to Hotmail/Outlook, ensure you're authenticated with SPF, DKIM, and DMARC. Also, monitor your sender reputation using Microsoft's SNDS program. Encourage recipients to add you to their safe sender list.
Email marketer from SendGrid states that low user engagement (low open rates, click rates) can negatively impact deliverability. Microsoft considers engagement metrics when filtering emails. Focus on sending relevant content to engaged recipients to improve your sender reputation.
Email marketer from Litmus shares that a negative domain reputation can affect deliverability even with a good IP. A poor sending history, low engagement, or being listed on blocklists can harm your domain's reputation. Regularly audit your sending practices to maintain a positive reputation.
Email marketer from Sender states that to improve your Hotmail reputation, focus on sending relevant and engaging content. High engagement rates (opens, clicks) signal to Microsoft that your emails are valuable and not spam. Avoid spam trigger words and phrases.
Email marketer from the Email Marketing Forum explains it could be a problem with the feedback loop. If enough recipients mark your emails as 'junk,' even if they initially land in the inbox, Outlook will learn to filter your emails as spam for other users.
Email marketer from Reddit shares that it could be a content issue. Outlook/Hotmail might be flagging specific words or phrases in your email as spam, even if your IP reputation is good. Try A/B testing different subject lines and body content.
Marketer from Email Geeks suggests to check if the messages are landing in the inbox and then moving to the junk folder shortly after, which is different from landing directly in junk. Look for the header "X-Microsoft-Antispam-Mailbox-Delivery" and check for dest:J (junk) or dest:I (inbox).
Marketer from Email Geeks shares advice for warming up an IP, including focusing on those who open/click, not increasing volumes until it improves, and opening a ticket with Microsoft if nothing changes after several days.
Email marketer from ZeroBounce responds to use proper email list hygiene. Regularly clean your email list to remove invalid or inactive email addresses. Sending to a clean list improves your sender reputation and reduces the likelihood of being marked as spam.
What the experts say4Expert opinions
Expert from Word to the Wise, Laura Atkins, explains that to maintain a good sender reputation with Microsoft, ensure your sending practices are in line with their guidelines, monitor your SNDS data, and actively address any issues identified to avoid being flagged as spam.
Expert from Email Geeks shares another solution to warm up a new IP is to focus on the people who have opened and clicked on the new IP and restart the warmup.
Expert from Email Geeks explains that if Hotmail is delivering the message to the bulk folder, the recipients need to move it to their inbox.
Expert from Spamresource.com explains that if you are having deliverability problems, check your IP and domain against common blocklists using a tool like MultiRBL. Listing on a blocklist, even if your IP reputation appears good elsewhere, can significantly impact email deliverability to Outlook/Hotmail.
What the documentation says5Technical articles
Documentation from Microsoft Learn explains that several factors can cause emails to land in the Junk Email folder, including the sender's IP address reputation, domain reputation, content of the message, and user interactions. Even with a good IP reputation, negative domain reputation or problematic content can trigger the junk filter.
Documentation from SparkPost explains that Microsoft's Smart Network Data Services (SNDS) provides data about your IP address reputation with Microsoft. Monitoring this helps identify if Microsoft is throttling your mail or marking it as spam, even if other services show a good reputation.
Documentation from RFC outlines the processes that should be undertaken around feedback loops with senders. When ISPs and mail providers provide you with feedback data this can be used to identify problematic users or content that is resulting in spam reports.
Documentation from Microsoft advises to use the Smart Network Data Services (SNDS) program to monitor your IP address reputation. This tool can provide insights into why your emails are being filtered as spam, even if your IP reputation seems good elsewhere.
Documentation from Google Workspace shares to authenticate email, use a consistent IP address to send emails, keep complaint rates low, and ensure the sending domain or IP address isn't listed on any blocklists.