the email marketer's guide to outlook.com
DESCRIPTION
Find out if Microsoft has successfully overthrown Gmail to become the #1 webmail service, what these changes mean for your email deliverability, and how to use the new Outlook.com inbox features to your advantage.TRANSCRIPT
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1
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A Brief History of Outlook.com"
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Launched July 4, 1996"
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PS: I love you. Get your free e-mail at Hotmail!
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2012
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Launched July 31, 2012!
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400 Million Active Accounts!
125 Million on Mobile!
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What does Outlook.com
use for their spam filtering?"
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9 Source: Microsoft
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Reputation"List Hygiene Infrastructure
Content Engagement
IP Permanence
Complaints
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What are the infrastructure
requirements at Outlook.com?"
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Sender ID – Retired, but Outlook.com checking SPF
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List-Unsubscribe
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List-Unsubscribe Present List-Unsubscribe Not Present
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How do I warm up my IP
addresses at Outlook.com?"
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Warming Up IP Addresses at Outlook.com""New IP addresses don’t have a built up reputation and will experience deliverability issues for a period of time.!!1. Authenticate using SPF!2. Start with low volumes and gradually
ramp up!3. Keep spam traps and complaints to a
minimum!4. New IP addresses can be ramped up
within 2 weeks!""
IP Permanence
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What kind of spam traps does Outlook.com use
and do they matter?"
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List Hygiene
Spam Traps""Microsoft recycles abandoned, expired email addresses as spam traps. An email address becomes a spam trap if:!!1. The user hasn’t logged in for 12 months!2. 6 months or longer have passed after
returning a hard bounce code!"
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Can I see which spam traps I am sending to?"
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List Hygiene Smart Network Data Services (SNDS)"https://postmaster.live.com/snds/""Junk mail data "• Filter result "• Complaint reports "• Trap hits "• Sample messages""""
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What content keywords
should I avoid at Outlook.com?"
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Content
1. Avoid URL Shorteners 2. Check other types of domain blacklists 3. Be cautious of third party domains 4. Images are now on by default
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Are complaints
important at Outlook.com? How are
they calculated?"
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Complaints Junk""Outlook.com users can mark unwanted email as:!1. Junk!2. Phishing Scam!3. Hacked Account!
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Complaints Junk Mail Reporting Program (JMRP)""Microsoft’s Feedback Loop!Helps maintain low complaints!Complaint rates should be less than .2%!Complaints calculated by campaign!!Signup here: http://tinyurl.com/msjmrp!!
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What is SRD? How does
it work and how are members selected to
participate?"
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Complaints Sender Reputation Data (SRD)"“Microsoft Spam Fighter’s Club”!!SRD is used in:!SmartScreen Filtering!Return Path Certification!!SRD is made of people!"The SRD “Spam Fighters” are selected randomly and on a volunteer basis!Outlook.com subscribers provide continuous feedback to ensure that SmartScreen is continuously trained and improved!!
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Complaints SRD / Spam Fighter’s Club – Example Feedback Email"
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Complaints
Return Path Certification SRD Compliance"
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Does Outlook.com use engagement filtering
like Gmail and Yahoo!?"
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Engagement
Microsoft filters email based on the following engagement metrics:!!• Messages read, then deleted!• Messages deleted without being
read!• Messages replied to!• Frequency of receiving and
reading a message from a source!
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Engagement
Codename: CLUTTER"
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Does Outlook.com offer inbox organization tools
like Gmail?"
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Sweep: Moving and Deleting Email"
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Message Archiving"
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Categories"
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Tom Sather Sr. Director, Research Return Path [email protected]
Melinda Plemel Email Intelligence Group Return Path [email protected]
Ques4ons?