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
1
A Brief History of Outlook.com"
Launched July 4, 1996"
PS: I love you. Get your free e-mail at Hotmail!
2012
Launched July 31, 2012!
400 Million Active Accounts!
125 Million on Mobile!
What does Outlook.com
use for their spam filtering?"
9 Source: Microsoft
10
Reputation"List Hygiene Infrastructure
Content Engagement
IP Permanence
Complaints
What are the infrastructure
requirements at Outlook.com?"
12
Sender ID – Retired, but Outlook.com checking SPF
13
List-Unsubscribe
14
List-Unsubscribe Present List-Unsubscribe Not Present
How do I warm up my IP
addresses at Outlook.com?"
16
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
What kind of spam traps does Outlook.com use
and do they matter?"
18
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!"
Can I see which spam traps I am sending to?"
20
List Hygiene Smart Network Data Services (SNDS)"https://postmaster.live.com/snds/""Junk mail data "• Filter result "• Complaint reports "• Trap hits "• Sample messages""""
What content keywords
should I avoid at Outlook.com?"
22
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
Are complaints
important at Outlook.com? How are
they calculated?"
24
Complaints Junk""Outlook.com users can mark unwanted email as:!1. Junk!2. Phishing Scam!3. Hacked Account!
25
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!!
What is SRD? How does
it work and how are members selected to
participate?"
27
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!!
28
Complaints SRD / Spam Fighter’s Club – Example Feedback Email"
29
Complaints
Return Path Certification SRD Compliance"
Does Outlook.com use engagement filtering
like Gmail and Yahoo!?"
31
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!
32
Engagement
Codename: CLUTTER"
Does Outlook.com offer inbox organization tools
like Gmail?"
34
Sweep: Moving and Deleting Email"
35
Message Archiving"
36
Categories"
Tom Sather Sr. Director, Research Return Path [email protected]
Melinda Plemel Email Intelligence Group Return Path [email protected]
Ques4ons?