Low open rates on microsoft, outlook domains?

[wALF]

Hi all,

Recently, we've been noticing a low open rate for customers on the hotmail, outlook domains.  It could be that our emails are landing in the ‘Other’ tab within the Outlook app and hence not being seen by customers. If this is the case there will be people who are just not seeing our comms and therefore missing to open them.

It could well be that opens appear lower than other domains due to emails not rendering properly on open, but it would be good to have your opinion to see if there's some important aspect of it that can be looked into.

Any thoughts please?

[_Manoj_Kumar_ · Accepted solution]

Hello @wALF ,

My suggestion would be work with adobe deliver-ability team to get an idea of how the emails are performing with Microsoft in terms of deliver-ability and where your IP/Domain reputation stands now.

On the basis of all this, Adobe team recommend you to increase/decrease the number of emails you are sending out to Microsoft Email addresses.

Also, you will have to consider that most of Microsoft users will be using outlook client and if you emails are not rendering properly there, then they are landing in the Junk/spam folder hence the open rate is very low.

Thanks

[Darren_Bowers]

Hi @wALF - you can look into using some essential tools, like Litmus and Validity (ReturnPath) to track your structure and deliverability. Litmus will help you check different client renderings plus give you lots of advice on the structure of your emails and make suggestions on how to improve these.

ReturnPath allows you to send your emails to their seed lists to monitor how your emails are delivered and for some ESPs which folder your emails end up in. It will also tell you the % of emails that end up in Spam for each ESP. They also give you insights into your sending IPs and their general reputation and whether you are on any spam lists. They also have a few products that "validate" your sending reputation but I am unsure how much this really helps if you already have a good reputation.

Also check out registering with all the Feedback Loops to help you see when people are reporting your emails as spam: https://www.validity.com/what-is-a-feedback-loop/

You can register your sending IPs directly with Microsoft Smart Network Data Services to monitor your sends and reputation with your Microsoft (outlook.com & hotmail.com) targets. https://sendersupport.olc.protection.outlook.com/snds/

Cheers Darren

[RadhePa]

Hello,

The issue you're describing with low open rates for customers using Hotmail and Outlook email domains is a common challenge faced by many email marketers. Here are some potential reasons and suggestions:

1. Inbox Placement: As you mentioned, it's possible that your emails are being filtered into the "Other" or "Junk" tab in the Outlook app. This can happen due to various factors, such as email content, sender reputation, and spam filters. To improve inbox placement, you can:
   • Ensure that your email content is relevant, engaging, and complies with best practices (e.g., plain-text version, proper formatting, clear call-to-action).
   • Implement authentication protocols like SPF, DKIM, and DMARC to improve sender reputation and prevent spoofing.
   • Encourage recipients to add your "From" email address to their address book or safe senders list.
   • Monitor and maintain a healthy sender reputation by keeping your email lists clean and adhering to permission-based practices.
2. Email Rendering: You also mentioned the possibility of emails not rendering properly on open. This can be caused by incompatibilities with email clients or devices, which can lead to inaccurate open tracking. To address this:
   • Test your emails across different email clients (including Outlook) and devices to ensure consistent rendering.
   • Use responsive email design techniques to ensure optimal display across various screen sizes and platforms.
   • Minimize the use of complex or heavily-coded elements that may cause rendering issues.
3. Engagement and Interest: Low open rates could also indicate a lack of engagement or interest from the recipients. In this case, consider:
   • Reviewing your subject lines to make them more compelling and relevant to your audience.
   • Analyzing your sending frequency and adjusting it if you're sending too many or too few emails.
   • Segmenting your email list based on interests, behavior, or preferences to deliver more targeted and relevant content.
   • Offering incentives or exclusive content to encourage engagement.
4. List Hygiene: Maintaining a clean and up-to-date email list is crucial for deliverability and engagement. Regularly remove inactive or unengaged subscribers, and consider implementing a re-engagement campaign to reactivate those who haven't opened your emails in a while.

It's important to note that open rates alone may not provide a complete picture of email marketing performance. You should also consider factors like click-through rates, conversions, and overall engagement metrics to evaluate the effectiveness of your campaigns.

Additionally, it's always a good idea to monitor industry trends, best practices, and any changes or updates from major email service providers like Microsoft (Outlook/Hotmail) to stay ahead of potential deliverability issues.

Thanks