CLEAN THE DB OF OLD AND INVALID EMAILS BEFORE SENDING Hotmail attaches great importance to keeping the database up to da

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You should not send to old databases all at once, as the high percentage of bounces and accounts that are no longer active will lower the reputation of your domain. The provider you use, such as Mailrelay.com, must automatically clean the lists uploaded before sending them, comparing them with one of the most complete databases of old failed emails worldwide. MAINTAIN A CONSTANT AND COHERENT SENDING RATE AND VOLUME The number of emails sent from your domain must be constant and with small variations. That is, if you start sending mass newsletters, you should first send them in small blocks each day and gradually increase the size little by little until you complete the total volume you need to cover your mailings. This also applies to the cadence, to the number of times you send them.

If you send 2 newsletters a month, you cannot move on to sending 10 without a prior adaptation period between both situations. In short, neither the volume nor the frequency of sending should ever be changed suddenly. Likewise, if we change email provider, an adaptation period is necessary for Hotmail to identify that the sendings are legitimate, so it is advisable to send gradually through both providers (previously changing the SPF) so that the IP warm-up effect necessary to send increasing volume occurs. SEPARATE INFRASTRUCTURE EMAILS FROM COMMERCIAL NEWSLETTERS This involves sending the company's day-to-day corporate emails from different IPs and commercial newsletters.

Even in the latter, it is also advisable to separate the sending address in laos infrastructures based on a segmentation based on whether they are pure acquisition emails, loyalty, after-sales service, etc. This actually has its positive and negative points, since sending transactional emails (such as personalized invoices) results in an improvement in reputation that would be welcome for commercial mailings, but of course, it can happen the other way around, that our clients do not receive invoices because Hotmail has cut off the tap because its mass mailing filters decide so. We will discuss this in depth in a future article. THE SPF RECORD MUST INCLUDE SEPARATE RANGES AND RESTRICT ALL OTHERSAll the infrastructures mentioned in the previous point must be included in the SPF record separately as authorized IP ranges and must indicate at the end the parameter -all to actively block all mailings that may come from any other IP with our domain as sender.


Conclusion Although ISP operators such as Hormail have the upper hand and can block any mailing unilaterally regardless of reputation, legitimacy, etc. all these recommendations are not only useful to correctly enter Microsoft mail services, such as Hotmail, Live, MSN, Outlook.com, etc., they will also help us improve the reputation in any operator, both mail and Internet, improving the deliverability of all our newsletters, regardless of the recipient. Therefore, we recommend following them all to maximize the results and returns of mailing campaigns.