Hotmail, Live and Outlook have introduced changes to the spam filters. What does this mean for you and how do you best navigate around them?
As an e-mail marketeer or company involved in e-mail marketing, you may experience (even) more problems with deliverability with Microsoft-owned e-mail clients such as Hotmail, Live and Outlook these days. This can cause concern for anyone and with good reason, since Microsoft makes up approx. 5% of the world’s e-mail accounts, and up to 15-20% when it comes to e-commerce brands.
When your email campaigns experience a drop in open rates and overall engagement, important metrics such as website activity or sales conversions can be severely impacted.
Email Deliverability is complex and can be difficult to understand, but is critical to the success of your email marketing. E-mail Deliverability determines whether an e-mail lands in the recipient’s inbox and should not be confused with E-mail Delivery, which only tells whether an e-mail has been received or not. Factors that affect Email Deliverability include:
To improve Email Deliverability, it is important to maintain good email hygiene, only send out to recipients who have actively given permission, personalize emails, segment lists and avoid spam triggers.
Microsoft and other email clients implement measures to protect their users’ inboxes from malicious or unwanted e-mails using spam filters that prevent such e-mails from reaching the recipient’s inbox. However, legitimate brands and businesses have recently seen a noticeable increase in their emails landing in the spam filters at Microsoft, despite not changing their mailings, either when it comes to what or how much they send . Unfortunately, there is no clear answer as to why this happens, other than Microsoft changing its spam algorithm.
Microsoft is placing increasing emphasis on positive user engagement to determine whether an email lands in the recipient’s inbox. Positive user engagement can, for example, be open rates, clicks, whitelisting, and marking an email as important, whereas negative user engagement includes returning emails, marking emails as spam, and extended periods of unopened emails. Therefore, every marketer who deals with e-mail marketing must make sure to optimize the positive user engagement.
There are therefore some things you can do to avoid landing in the spam filter:
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