Bulking at Gmail and Hotmail

Some of our clients have recently inquired about increased bulking at Gmail and Hotmail. Additionally, senders and ESPs throughout the email marketing industry have noticed an increase in bulking at Gmail and bulking and deferrals at Hotmail. We have confirmed with both Gmail and Hotmail that they made recent updates to their filters, so we shouldn’t expect these issues to resolve on their own. Senders experiencing a decrease in inbox delivery at Gmail or Hotmail will need to take steps to address mailing practices in order to improve delivery.

The following are recommendations for senders who are experiencing lower-than-usual inbox delivery:

  • Follow Hotmail’s published “Policies, Practices, and Guidelines.”
  • Remove inactive subscribers from your list – users who haven’t opened, clicked, purchased, or been otherwise active with your mail in some period of time.
  • Consider adjusting the frequency and/or cadence of your mailings.
  • Ensure your mail is properly authenticated.
  • Immediately process all bounces and complaints and review complaint trends to determine the drivers of subscriber dissatisfaction.
  • Leverage Hotmail’s SNDS tool to track your sender reputation.
  • Check your content prior to deployment to ensure your URL reputation is positive and review spam filter results.

To learn more, join us tomorrow (Thursday, April 21st at 1:00pm ET) when we join forces with MarketingSherpa to present a webinar with tips on handling complaints and boosting your reputation.

Additionally, clients of Return Path should consult with your Account Manager for a performance analysis and customized plan of action.

minute read

Popular stories

Products

BriteVerify

BriteVerify email verification ensures that an email address actually exists in real-time

DemandTools

The #1 global data quality tool used by thousands of Salesforce admins

Everest

Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality

Solutions

Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time