Problem

How do I setup Hotmail/Outlook/Office365 Feedback Loop emails?
I have unsubscribe links in my mail-shots, but I'm still having trouble delivering to Hotmail/Outlook/Office365 recipients. Why?

Overview

Microsoft allows email recipients to label messages as "Spam," even if they’ve subscribed or legitimately received the email. Despite opting in, users may still report emails as spam.

Email Feedback Loops (FBLs) are an essential resource for senders aiming to uphold a strong sending reputation and enhance email deliverability. When recipients flag an email as spam, an FBL notifies the sender, helping them take corrective action.

This knowledge base article outlines FBLs, their importance, and the steps to set them up for Microsoft-hosted domains. Regularly monitoring your domains’ reputations with available FBLs is crucial for anyone sending emails to these domains.

Why Feedback Loops Matter

FBLs help maintain sender reputation by notifying senders when users mark their emails as spam. These notifications allow senders to quickly remove those recipients from their mailing lists, reduce future spam complaints, and protect domain and IP reputation. Monitoring feedback and adjusting mailing lists based on FBL reports help ensure your emails reach engaged, interested users and avoid spam filters.

Microsoft limits what proportion of emails are reported as spam by users before restricting your domain - this is separate from any unsubscribe mechansim (which you must also have in your emails).

Setting Up an Email Feedback Loop for Hotmail (Outlook/Office 365)

Microsoft (which owns Hotmail, Outlook, and Office/Microsoft 365) provides FBL services known as the Smart Network Data Services (SNDS) and the Junk Mail Reporting Program (JMRP).

Requirements:

• Valid sending domain with SPF, DKIM, and DMARC records.
  
  
• Microsoft account to manage SNDS and JMRP.

Steps to Configure Hotmail FBL:

1. Sign Up for SNDS: Go to the SNDS portal and sign up for access.
   • Use an Outlook or Microsoft account to register.
     
     
2. Apply for the Junk Mail Reporting Program (JMRP):
   • Visit the JMRP registration page and complete the form with your domain details and contact information.
   • Designate an email address (e.g., hotmailfbl@yourdomain.com) for receiving spam complaints.
     
     
3. Complete Verification:
   • Microsoft will send a confirmation email to verify ownership.
     
     
4. Receive and Monitor FBL Reports:
   • Once approved, Microsoft will send JMRP reports whenever Hotmail/Outlook users mark your emails as spam. Use these reports to adjust your mailing lists and maintain a positive sending reputation.

What to Do When You Receive Complaint Reports

Remove the complainant from your future mail-shots. Repeated sending to complaining users will cause your domain's reputation to be penalised, and more email will be refused or sent to Junk mail folders.