Overview: to ensure outbound email has the best possible reputation score "out-of-the box", without using expensive "Email Reputation Consultants", follow this tested guide.
- Step 1: Register a new domain (or recycle existing) that will exclusively be used only to send email, not for website access
- It is vital that no custom DNS records be added, not even a WWW web server
- Add to Microsoft 365, and configure Microsoft to host the DNS zone (not a 3rd-party ISP)
- IMPORTANT:
- Do NOT add any custom DNS records (apart from DKIM/DMARC & BIMI below)
- Organizations with a trademarked logo should add a BIMI record and VMC certificate; contact us for assistance (average certificate cost $1000 to $1500 per year, depending upon CA provider)
- Do NOT edit the SPF record, MX record or any other records
- Do NOT add a WWW record or any other website record
- If you want to know why, expect a consultancy fee; after-all this valuable article is being provided to you for free!
- ..."but what about the website?" Please go back to Step 1
- Do NOT add any custom DNS records (apart from DKIM/DMARC & BIMI below)
- IMPORTANT:
- Enable DKIM in Exchange Online and Microsoft DNS
- See https://learn.microsoft.com/en-us/microsoft-365/security/office-365-security/use-dkim-to-validate-outbound-email?view=o365-worldwide#steps-to-create-enable-and-disable-dkim-from-microsoft-365-defender-portal
- Add DKIM CNAME records
- Step i: copy the generated DKIM records (CNAMEs) here https://security.microsoft.com/dkimv2
- Step ii: add the CNAMEs to Microsoft DNS
- Record type: CNAME
- Record hostname 1: selector1._domainkey
- Record hostname 2: selector2._domainkey
- Values ("points to"): (as copied in step i)
- Step iii (After allowing 15 mins. for DNS propogation): Enable DKIM signing (same URL as in step i)
- Add DMARC record to domain, using the strict ("reject") format:
- Record type: TXT
- Record name: _dmarc.my-domain-name.com (note the leading underscore "_" character)
- Record value: v=DMARC1;p=reject;sp=reject;pct=100;rua=mailto:dmarc@my-domain-name.com ;ruf=mailto:dmarc@my-domain-name.com ;ri=86400;aspf=s;adkim=s;fo=1
- Ensure that aliases/mailboxes exist for dmarc@
- Check domain using external tools such as https://testconnectivity.microsoft.com/
More info at https://learn.microsoft.com/en-us/defender-office-365/email-authentication-dmarc-configure
- Add List-Unsubscribe rule to Exchange Online mail flow
- Exchange Admin Centre > Mail flow > Rules > Add > Add Rule: Modify Messages
- Name: List-Unsubscribe
- Apply rule if: The sender | domain is my-domain-name.com
- Do the following: Modify the message properties | set a message header
- Set the message header: List-Unsubscribe
- ...to the value: <mailto:unsubscribe@my-domain-name.com?subject=unsubscribe>
- Rule mode: Enforce
[Finish] - Status: Enabled
- Make sure that the unsubscribe@ email address is added as an alias to a real user mailbox so that you comply with any unsubscribe emails.
- Exchange Admin Centre > Mail flow > Rules > Add > Add Rule: Modify Messages
- Add BIMI brand logo
- Important if emailing Apple/Gmail/Yahoo email recipients
- Must be square dimensions (ideally 200x200px), SVG “baseProfile” attribute set to “tiny-ps” verison 1.2
- Conversion tool at: https://bimigroup.org/svg-conversion-tools-released/
- Upload logo to a server the same as email domain; example: https://my-domain-name.com/bimi-logo.svg
- Add TXT record
- Name: default._bimi.my-domain-name.com
- Value: v=BIMI1; l=https://my-domain-name.com/bimi-logo.svg;
- DMARC record must have Policy option (p) must be set to quarantine or reject & Percent option (pct) must be set to 100
- Verify at https://bimigroup.org/bimi-generator/
- Disable IMAP/POP/SMTP for all users whose primary domain is this dedicated email domain; users must ONLY send using Outlook Desktop (MAPI), Exchange ActiveSync, Exchange Web Services (EWS) protocols, or Outlook online (OWA) thus removing their office or broadband IP from the email header.
- Enforce MFA on all users, such as Microsoft Authenticator app & SMS
- Instruct iPhone and Android users to send using the Microsoft Outlook app rather than built-in mail apps
- CONTENT (phone numbers): Ensure any "tel://" links or plain telephone numbers are registered
- Many responsible providers are using 3rd-party verification of telephone numbers, and if your numbers are not registered they may be scored negatively, affecting the overall "unsolicited" score of your emails
- Some verification providers have allowed businesses to register their numbers for free, such as Hiya - see https://www.hiya.com/products/registration
- CONTENT (general): Ensure email signatures and email content adheres to "good practice" for emails, such as:
- Subject line: maximum of 255 characters (160 is safer limit)
- Test special UTF-8 characters on Gmail / Outlook / iPhone (see https://symbl.cc/en/)
- Recipients: maximum number of recipients generally 300 (50 is safer limit)
- Other limits:
- No more than 30 emails per minute, and no more than 10,000 per day
- 25 MB maximum attachment size (10 MB is safer)
- Check recipient server if unsure (some only allow plain text, or restrict attachment size)
- Text limit 5,000 characters (about 1,000 words); would span around 2 average pages and take around 3 minutes to read....anything more should be in an attachment.
- All links (inc. external images) via SSL
- Images/videos/audio:
- Include ALT tag for all images, specify exact image size, "-nosend-" tags (nosend="1" border="0")
- Size no larger than 600 px
- Non-static media: No GIFs, no video, no audio; feel free to link to external media
- PNG or JPG, no other formats
- Allow foo "dark mode"; don't assume the recipient's background is white in their email client
- Tables: use HTML tables instead of DIVs
- HREFs: force clean style (style="text-decoration:none;")
- CSS: do not use CSS; each element must have "style" tag (if styling required)
- Fonts: Only use web-safe fonts
Arial
Verdana
Tahoma
Trebuchet MS
Times New Roman
Georgia
Garamond
Courier New
Brush Script MT
Cursive Sans
Helvetica
Oswald
- Arial, Verdana Tahoma, Trebuchet MS, Times New Roman, Georgia Garamond, Courier New, Brush Script MT, Cursive Sans, Helvetica, Oswald
- Do not use bullets, check-marks or numbering
- Minify all HTML; ensure "full" HTML (stand-alone document)
- Plain text version supported, max. 5,000 characters
- Attachments:
- ZIP files to increase chance of passing filtering
- Only attach unzipped if file format can be easily viewed online (PDF, Word, Excel)
- Generally accepted maximum size of an entire email is 25 MB, inc. attachments
- Test all email signatures on variety of mobile devices
- If sending using a mobile, edit the signature (“Sent from my iPhone" is an automatic negative score!)
- Give thought to avoiding phrases that recipient mail servers may flag as spam, such as "Flash sale!"
- Familiarize all senders with local country regulation and legislation about sending emails
- Do not send repeat unsolicited emails, if indeed any at all...
- Do not use offensive or inappropriate language, innuendo or slang
- Subject line: maximum of 255 characters (160 is safer limit)
- Additional steps: feel free to contact us to discuss additional steps that your organization can implement to retain and improve your email reputation scores. Other 3rd-party tools which may be of use include:
- https://unspam.email/ - send an email and have it analyzed
- https://glockapps.com/inbox-email-tester/ - send an email and have it analyzed
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