Insurance Agency Email Marketing and SPF, DKIM, DMARC

Posted on

September 28th, 2022


Insurance Agency MarketingImproving email marketing campaign delivery should be a top goal for any insurance agency marketer. Conceptually it seems simple, create a message, spam check the email, select your target email list, hit the send button. Pragmatically, it’s complex, as your emails travel a circuitous path, with many challengers collectively attempting to stop them on their journey.


Before we embark upon our email campaign, let’s review your insurance agency email list health. Your list should be checked after each campaign, and ping tested quarterly (and before initial use). Ping testing allows insurance email marketers to pretest emails and places them into three categories: Pass, Fail, Unknown. All fails should be removed from the list unless a revised email can be substituted, all passes can be used, and unknowns can be incrementally added.

  • Ping test your emails prior to your campaign
  • Review open rate, click through rate and bounces
  • Remove manual opt out requests
  • Create a hard bounce list segment after each campaign
  • Suppress your bounce lists from future campaigns

Spam Check Your Email

Most email marketing automation solutions offer this feature. You should also check for “rush words phrases” and spammy words and phrases. Hurry, now, fast, today, act now, best price, save, free, 100% free, giveaway, guaranteed, incredible deal, lowest price, etc. These types of words and phrases trigger issues with spam filters and email junk folders.
The Acronyms

  • SPF: Sender Policy Framework
  • DKIM: DomainKeys Identified Mail
  • DMARC: Domain-based Message Authentication Reporting & Conformance


DMARC is a method used to protect your email traffic against phishing and other types of cyber fraud. It helps ensure legitimate email is authenticated, and fraudulent email which might appear to have come from your domain is blocked. Issues with DMARC validation often appear as a warning at the top of an incoming email noting the sender cannot be validated, or something similar.

SPF is an email validation protocol. It allows receiving mail servers to verify that incoming mail from a domain comes from an authorized IP address, preventing spoofing and other unauthorized activity across a domain.

DKIM provides an encryption key and digital signature that verifies your email message was not forged or altered in any way. You should use both SPF and DKIM to protect domains from spoofing and fraud, while also improving email deliverability.

Implementing DMARC, SPF & DKIM will improve your email deliverability and prevent fraudulent cyber activity, helping protect your insurance agency, your clients, and prospects alike!

Need some assistance with insurance email marketing, setup, or cyber security? Our insurance agency, broker and wholesale marketing teams can help. Contact us here to learn more.

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