6 Rules For Maximum Outlook Deliverability
Tonya Gordon
6 May 2016
1 min read
Key Takeaways
Outlook deliverability depends heavily on IP reputation, authentication, and consistent sending practices.
Warming up new IPs is crucial; Microsoft limits new senders to 10,000 emails per day until trust is established.
Feedback loops (FBLs) should be monitored closely—high complaint rates above 0.5% can damage sender reputation.
Maintain clean lists by removing inactive, invalid, or role-based addresses to reduce bounces and spam-trap hits.
Align SPF, DKIM, and domain tracking properly to signal legitimacy to Microsoft’s SmartScreen filter.
Consistency matters: avoid large, infrequent sends; instead, build a steady cadence to maintain trust and inbox placement.
The “golden rule” of Outlook deliverability: send wanted, expected content to engaged subscribers at predictable intervals.
Q&A Highlights
Why is Outlook deliverability often more challenging than other ISPs?
Microsoft applies multiple filters—including SmartScreen and proprietary reputation algorithms—that weigh IP history, authentication, and engagement more heavily than most providers.
How long does it take to warm up a new IP with Microsoft?
Usually 2–4 weeks, gradually increasing volume each day until no “RP-001” or delay errors appear.
What’s the best way to reduce spam complaints?
Honor all unsubscribes immediately, remind recipients how they joined your list, and adjust frequency to match expectations.
How can unknown-user bounces hurt my deliverability?
High hard-bounce rates signal poor list hygiene; maintaining less than 2–3 percent unknown users helps preserve a positive sender score.
What role do authentication protocols play in Outlook deliverability?
Properly configured SPF, DKIM, and custom tracking domains authenticate your identity and help Microsoft classify your emails as trusted.
What’s the single most important Outlook deliverability principle?
Consistency—maintaining stable volume, frequency, and engagement over time. This demonstrates reliability and earns long-term inbox placement.
