Google and Yahoo! announced and began implementation of Bulk Sender requirements earlier this year. When fully implemented*, these requirements will be an additional level of protection for their users, but also an additional complication for legitimate senders.
But, what is Microsoft, a major Inbox Provider, doing?
Microsoft has its own rules
Microsoft has historically gone their own way on everything. But, on email, they have had a vested interest in maintaining on-premise systems and gradually migrating these customers to the Cloud. With their growing investments in Cloud: Azure, Office365 and Outlook365, they have continued to march to the beat their own drum in how they filter incoming email.
Oddly, in some ways Microsoft was AHEAD of Google and Yahoo!
*As of June 2024, neither Google nor Yahoo! are filtering 100% of incoming email using their bulk sender rules. Instead, they have gradually introduced their bulk sender rules, providing feedback about potential bouncebacks and implementing the rules to a fraction of incoming email to allow legitimate senders to adapt.
Microsoft on the other hand, has implemented the following rules at 100%, since April:
- If an email fails DMARC, it is marked as Spam
- If an email has a “mixed” Bulk Complaint Level, it is dumped to Junk.
What are the differences?
| Google and Yahoo! | Microsoft |
|---|---|
| Bulk email must pass SPF, DKIM and DMARC | All Email must pass DMARC |
| Bulk email must have a maximum complaint level of 0.3% | Bulk Complaint Level is “mixed”, the email is considered Junk |
| 1-Click Unsubscribe button for all Bulk Email | Not yet required |
Passing DMARC requires either passing DKIM or SPF checks. So, here Microsoft has a slightly lower bar than Google and Yahoo! for Bulk Email. However, it appears Google and Yahoo! are still accepting individual emails that fail DMARC and are not classified as Bulk. Read our article on the Differences between Bulk and Transactional email.
Bulk Complaint Level (BLC) is different calculation from the spam complaint level of Google and Yahoo! and Microsoft seems to have deliberately obfuscated their methodology. However, BCL is a similar metric and we expect Microsoft to adopt industry standard terminology and methodology.
Currently, Microsoft is missing the requirement for “1-Click Unsubscribe”. We expect Microsoft to adopt this standard quickly, as well. It is, after all, a simple regex amongst the numerous header and content scans they already perform.
TLDR: Microsoft has similar Inbox acceptance requirements to Google and Yahoo! Bulk Sender requirements. If you pass theirs, you should make inboxes hosted by Microsoft.
There is one major complication for senders to Microsoft Inboxes: Microsoft allows individual domain administrators to increase or decrease the sensitivity of the Spam and Bulk Complaint Level rules. This means that you might achieve the Inbox in for one Outlook365 subscribing domain and end up in Junk at another. Senders must therefore seek to be as clean as possible with their email hygeine.
How does MxToolbox Help?
MxToolbox Delivery Center is our suite of tools and monitors to actively manage your email deliverability across all Inbox Providers. We help you maintain an email delivery setup to get your message compliant with Inbox Provider rules and Bulk Sender requirements.
Use Inbox Placement to test your messages before sending. Inbox Placement will:
- Analyze your headers for DMARC, SPF and DKIM compliance
- Check your email for 1-Click Unsubscribe, a requirement of Google and Yahoo! bulk sender rules
- Parse your message for common issues like spammy content, broken links and link shorteners
- Visually display your email, graphically highlighting where your issues are.
MxToolbox Delivery Center provides the email configuration monitoring that you need to:
- Monitor DMARC compliance rates
- Constantly check your Gmail Spam rate
- Analyze other potential reasons to miss the inbox
- Notify you of issues while they’re occurring to enable quick resolution and damage control
Email is no longer fire-and-forget. It’s time to sharpen your email skills, develop your email technology muscles or the on-going email arms race will leave you behind.




