Microsoft’s new email rules for 2025: What email marketers need to know

Microsoft is changing the rules for sending emails, following similar steps taken by Google and Yahoo. These changes are all about making email safer and cutting down on spam, phishing, and fake emails. From 5 May 2025, if you send a large volume of emails to people with @outlook.com, @hotmail.com, or @live.com addresses, you’ll need to play by these new rules.

The main goal is to make sure emails are legitimate, protect users, and improve where your emails end up – ideally, in the inbox, not the junk folder. For email marketers, this is a big deal because it affects how many people you can reach, your sending reputation, and how well your campaigns perform. Ignoring these updates means your emails might not get through to Microsoft users.

It’s clear the email world is moving towards needing proper authentication for senders. What used to be a good idea is now a must-do. This means relying on technical setups like SPF, DKIM, and DMARC is becoming essential to avoid deliverability problems. Essentially, the sender is now more responsible for proving their email is real.

Microsoft is putting up technical barriers, and emails that don’t comply will struggle to pass. Initially, non-compliant emails will go to junk, and later, they might be blocked altogether. This means you need to set up and look after your authentication methods properly from the start, rather than hoping filters catch bad emails later.

Understanding the new requirements for bulk senders

These new rules apply to anyone Microsoft identifies as a “high-volume” or “bulk” sender. This generally means sending over 5,000 emails in a day to Microsoft consumer accounts (@outlook.com, @hotmail.com, @live.com). The important thing is how that 5,000 email limit is worked out. It counts the total emails sent from your main domain, including any subdomains or user addresses under that same domain. These rules currently only affect emails sent to personal Microsoft accounts, not business ones (like Microsoft 365). However, Microsoft has mentioned they plan to bring similar rules to business accounts eventually, though there’s no date for that yet. It’s also worth noting these rules are about emails coming into consumers’ inboxes, not emails going out from Microsoft 365 business accounts.

Enforcement of these new consumer rules will happen in stages:

• Getting ready (now): Since the announcement in April 2025, senders, especially those close to or over the 5,000-email mark, should check their current setup and get their SPF, DKIM, and DMARC in order now.
• Initial phase (starting 5 May 2025): Microsoft will start sending emails from bulk senders who don’t meet the rules straight to the junk folder. This gives senders a chance to fix issues before things get tougher.
• Stricter phase (later in 2025): At a date to be confirmed, Microsoft plans to start blocking non-compliant emails completely. Microsoft will provide updates on the exact timing.

This step-by-step approach shows Microsoft knows changes take time, but they won’t accept non-compliance forever.

The technical must-haves: SPF, DKIM, and DMARC

To comply with Microsoft’s new rules, you need to get these three technical bits right.

• SPF (Sender Policy Framework): Think of SPF as a list in your domain’s records that says which servers are allowed to send emails using your domain name. Your emails need to pass this check, meaning the server sending the email must be on your SPF list. Be aware that SPF records have a limit on how many lookups they can do, so complex setups might need tidying up.
• DKIM (DomainKeys Identified Mail): DKIM adds a digital signature to your emails to prove they haven’t been tampered with on their journey and that they really came from your domain. Your emails need to pass the DKIM check. This involves signing emails with a private key and having a public key in your domain’s records for checking the signature.
• DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC builds on SPF and DKIM. It lets you tell receiving email servers what to do with emails that fail SPF or DKIM (or alignment) and gives you reports on authentication results and potential fake emails. You must have a DMARC record for your domain. The easiest one to start with is p=none, which just sends you reports without affecting email delivery. While p=none meets the minimum, it doesn’t stop spoofing. Microsoft, like others, wants you to move towards p=quarantine (send failures to junk) and eventually p=reject (block failures) for better protection against people faking your domain. Do this gradually, using the reports to make sure you don’t accidentally block your own emails. Getting to p=reject can also help you use BIMI, which lets your brand’s logo show up next to your emails.

The importance of alignment:

A key part of DMARC, and a requirement from Microsoft, is alignment. It’s not enough for SPF or DKIM to pass on their own. Alignment makes sure the domain the recipient sees in the ‘From’ address matches the domain that passed the SPF and/or DKIM checks. For DMARC to pass, either SPF or DKIM needs to pass, and the domain that passed must align with your ‘From’ domain. Microsoft prefers alignment with both.

Alignment is important because it stops spammers from sending emails that look like they’re from you, even if they use a legitimate sending service. Getting alignment right can be tricky, especially when using external email sending platforms, and needs careful setup. If you use different subdomains for things like marketing or support, you’ll need to make sure SPF, DKIM, and DMARC are set up correctly for each one.

More than just tech: Best practices for getting to the inbox

Meeting the technical requirements is necessary, but it doesn’t guarantee your emails will always land in the inbox. Microsoft stresses that following good email practices is just as important for your reputation and getting your emails delivered consistently.

Here are some key practices:

• Valid ‘from’ and ‘reply-to’ addresses: Use ‘From’ and ‘Reply-To’ addresses that are real, match your sending domain, and can actually receive replies. Avoid using ‘noreply@’ addresses – email should be a two-way street. Microsoft might even block non-compliant addresses in the future.
• Clear unsubscribe links: Every marketing email needs a clear, easy-to-find, and working unsubscribe link so people can easily opt-out. If people can’t unsubscribe easily, they’re more likely to mark your email as spam, which hurts your reputation. Providing easy opt-outs is also often a legal requirement.
• Keeping your list clean: Regularly remove invalid, inactive, or non-existent email addresses from your list. Deal with both permanent failures (hard bounces) and temporary ones (soft bounces). A clean list means fewer bounces and spam complaints, and protects your reputation.
• Being transparent: Be honest in your subject lines and email headers. Only email people who have clearly said they want to receive emails from you (opted-in). Using a double opt-in process, where subscribers confirm their sign-up, is the best way to be sure you have consent.
• Watching your reputation: Don’t just look at opens and clicks. Use tools provided by mailbox providers to see how your sending reputation is doing. Useful tools include:
• Microsoft Smart Network Data Services (SNDS): Shows you data on your email volume, complaint rates, and spam trap hits for emails sent to Outlook.com users.
• Microsoft Junk Email Reporting Program (JMRP): Sends you copies of emails that Outlook.com users mark as junk, helping you spot problem content or list segments.
• Google Postmaster Tools: Similar tools for monitoring your reputation with Gmail.
• DMARC Aggregate Reports (RUA): These reports show you where emails using your domain are coming from, how they’re authenticating, and if they’re aligning correctly.

Tracking these things helps you catch and fix issues before they cause big deliverability problems.

Just like Google and Yahoo, Microsoft looks at the whole picture; technical compliance gets you in the door, but good sending habits keep you there.

What these rules mean for your email marketing

These new rules from Microsoft will have a real impact on email marketers.

• Deliverability: This is the most direct effect.
• If you don’t comply: Your emails are highly likely to go to junk from 5 May 2025, and could be blocked later. This will significantly cut down the reach of your campaigns to Microsoft users.
• If you do comply: You might see better deliverability. When providers trust your emails, they’re less likely to filter them as spam. Compliance also makes your brand look more trustworthy. This could lead to a situation where compliant senders do well, and non-compliant ones fall behind.
• Sender reputation: Your reputation will be more closely linked to how well you comply. Passing authentication checks and keeping your list clean will build a good reputation. Failures, high bounce rates, or lots of spam complaints will harm it, leading to stricter filtering or blocking.
• Marketing strategy and workflows: You’ll need to make some changes to how you work.
• More focus on tech: You’ll need to work more closely with your IT team or whoever manages your domain records to get the authentication set up and maintained correctly. You can’t just set it up once and forget about it anymore.
• Better data management: Getting clear consent for emails is crucial, and you need to regularly clean your lists to remove invalid or inactive subscribers. Sending to bought or poor-quality lists is much riskier now.
• Engagement matters more: Sending emails regularly to people who aren’t engaging can hurt your reputation, so you might need to be stricter about removing inactive subscribers.
• Increased monitoring: Regularly checking tools like SNDS and DMARC reports will become a normal part of your routine, not just something you do when there’s a problem.
• Resources: Getting and staying compliant might cost a bit. This could mean paying for tools to help with DMARC or list cleaning, or getting help from deliverability experts. The technical bits, especially DMARC and alignment, often benefit from specialist tools and knowledge

Ultimately, these rules highlight the importance of the technical and operational side of email marketing. Great content is still needed, but it won’t matter if your emails don’t get delivered.

Microsoft, Google, and Yahoo: How they compare

A good thing is that Microsoft’s new rules are very similar to those Google and Yahoo put in place earlier. This makes things simpler because meeting the main requirements for one will largely cover the others. Here are the key similarities:

• Volume: All three focus on bulk senders, generally those sending around 5,000 or more emails a day to their consumer inboxes.
• Core authentication: SPF and DKIM must pass for all.
• DMARC: You need a DMARC record with at least a p=none policy.
• Alignment: DMARC needs to pass alignment (SPF or DKIM aligning with the ‘From’ domain).
• Valid addresses: Using real, working ‘From’ and ‘Reply-To’ addresses is required.
• Body unsubscribe: A working unsubscribe link in the email body is a must.

There are a few small differences:

• When they started: Google and Yahoo started enforcing in February 2024, while Microsoft starts on 5 May 2025.
• One-click unsubscribe: Google and Yahoo specifically require the one-click unsubscribe option via headers (the kind that makes a prominent button). Microsoft currently only recommends this, it’s not a strict rule from them yet.
• Spam complaint rate: Google and Yahoo have a specific target: keep your spam complaint rate below 0.3%. Microsoft doesn’t give a specific number in their announcement, but they do require good list hygiene and practices that lead to low complaint rates.
• TLS encryption: Sending emails over a secure TLS connection is required by Google/Yahoo. This wasn’t explicitly mentioned in Microsoft’s announcement about consumer rules.
• FCrDNS (Forward Confirmed Reverse DNS): Google and Yahoo require sending servers to have valid FCrDNS setup. This wasn’t explicitly mentioned in Microsoft’s consumer rules.

Even with the minor differences, the big picture is that there’s now a strong, almost universal standard for sending bulk email. Getting your core authentication right is essential for reaching most consumer inboxes.

While Microsoft’s rules might seem a little less strict in some areas for now, it’s smartest for marketers to aim for the highest standard set by all providers. Doing things like implementing one-click unsubscribe is better for your subscribers anyway, and keeping your spam complaints low is good for your reputation everywhere. Sticking to the stricter Google/Yahoo requirements for things like header unsubscribe and keeping complaint rates well below 0.3% is the best plan for consistent deliverability across the board.

Your compliance action plan

Getting ready for these new rules needs a clear plan. Here’s a roadmap for email marketers:

Step 1: Check what you’re doing now

• Work out your volume: See if you’re sending over 5,000 emails a day in total from your main domain (including all its bits) to Microsoft consumer addresses. You need to look at all the places you send email from.
• Look at your authentication: Check your SPF, DKIM, and DMARC records for all your sending domains and subdomains. Use online tools to make sure they’re set up correctly and that DMARC alignment is working. Fix any problems you find.
• Review your habits: Are you using ‘noreply@’ addresses? Are your unsubscribe links easy to find and use? What’s your process for cleaning your email list and managing bounces?

Step 2: Set up or fix your authentication

• Update your DNS: Work with your IT team, domain provider, or email sending platform to correctly add or change your SPF, DKIM, and DMARC records. Start with a DMARC policy of p=none so you can get reports without affecting email delivery at first.
• Get alignment right: This can be tricky. Work closely with your email sending platform to make sure they are set up to send emails that achieve DMARC alignment with your ‘From’ domain. This might need specific settings in their system.
• Handle complex SPF: If you use lots of different services to send email, be careful not to exceed the SPF lookup limit. You might need tools to help manage complex SPF records.

Step 3: Adopt and stick to good practices

• Improve unsubscribe: Make sure every marketing email has a clear, working unsubscribe link. Seriously consider adding the one-click unsubscribe header as well – it’s better for users and aligns with Google/Yahoo.
• Use proper sender addresses: Stop using ‘noreply@’. Use real ‘From’ and ‘Reply-To’ addresses that are monitored.
• Clean your list regularly: Set a routine for cleaning your email list (e.g., monthly or quarterly). Immediately remove hard bounces, manage soft bounces, and have a plan for removing subscribers who haven’t engaged in a long time. Think about using email verification services now and then.
• Confirm consent: Check how you collect email addresses to make sure you’re getting clear permission and keeping a record of it.

Step 4: Keep monitoring and improving

• Use DMARC reports: Actively check your DMARC reports. They show you which systems are sending email using your domain, if they’re authenticating correctly, and if they’re aligning. This helps you find mistakes and unauthorised sending.
• Check provider tools: Regularly look at Microsoft SNDS for your IP reputation and complaint feedback, and Google Postmaster Tools for Gmail data. Keep an eye on trends and fix any negative signs quickly.
• Strengthen your DMARC: Once you see that your legitimate emails are consistently authenticating and aligning correctly in your DMARC reports, start moving your DMARC policy from p=none to p=quarantine and then p=reject for the strongest protection.

Compliance isn’t a one-off task; it needs ongoing attention. Getting it right usually involves marketing, IT, and sometimes external experts working together.

Looking ahead: Authentication is key

Microsoft joining Google and Yahoo with stricter rules sets a new standard for email deliverability. The 5 May 2025 deadline for emails going to junk is a firm date for bulk senders to get compliant. The main takeaways are: strong authentication (SPF, DKIM, DMARC with alignment) is essential, and following good practices for your list, consent, and transparency is just as important.

While getting compliant takes effort and possibly some investment, the benefits are significant. If you comply, you’re likely to keep reaching the inbox and might even see improved deliverability, better protection for your brand against fakes, and ultimately, stronger trust with your subscribers.

These industry changes show where email is headed: more security, more accountability for senders, and a better experience for recipients. The tolerance for unauthenticated or unwanted emails is rapidly shrinking. Marketers who get ahead of these standards are setting themselves up for success in the long run.

Instead of just seeing these as technical hurdles, think of them as a chance to build better email programmes. By investing in authentication and good practices, you help level the playing field, reduce clutter from malicious senders, and potentially make your legitimate campaigns more visible and impactful, building stronger relationships with your customers.

The future of email marketing belongs to those who prioritise being genuine and respecting the recipient’s inbox.