Spare Me Spam: Keeping Your Emails Out of the Spam Folder

December 21, 2015

conceptual keyboard spam button


Using email marketing is a smart move for insurance agencies with a large contact list. It's cheap. It works. It helps build those all-important relationships. Of course, there is always the risk that your marketing email could end up in the dreaded spam folder where it goes unseen.

Getting flagged as a spam sender by even one contact increases the chances of others doing the same. This could eventually lead to your marketing emails never landing in inboxes.

Here are some eye-opening figures:

    • 20% of email recipients report email as spam
    • 43% of email recipients categorize an email as spam based on the from email address
    • Almost 70% of email recipients report an email as spam based on the subject line

  • Despite these harrowing numbers, you can do a few things to keep your emails out of the spam folder.

    Follow the CAN-SPAM Act at All Times

    The CAN-SPAM Act of 2003 set the ground rules for commercial emails. Through this law, businesses and marketers can be flagged for many offenses. Some of these include sending messages from a hijacked computer or sending multiple emails through an IP address that doesn't belong to you.

    Don't get a CAN-SPAM fine. Make it a habit to avoid these seven restrictions in every email you send. If you don't, you could face a fine of more than $10,000.

  1. Using false header information.
  2. Not honoring opt-out requests.
  3. Not mentioning where your company's location.
  4. Not mentioning how a recipient can opt-out of future emails from you.
  5. Not identifying the message as advertisement.
  6. Using deceptive headlines.
  7. Not monitoring what other emailers are saying on your behalf.

If emails consist of any of the above details, you are breaking the law. Worse, you run the risk of damaging your IP's reputation and ending up in spam folders everywhere. That hurts your marketing efforts, your brand, and, ultimately, your sales.

Use Spam Checkers Before Sending Emails

Even if you follow CAN-SPAM, it's still best to use spam checkers to inspect your emails. A spam checker will perform tests on your email to determine its likelihood of ending up in the spam folder. Here are three online tools you can use.


Avoid Using Too Many Images

Image-heavy emails are more likely to be labeled as spam. If you insist on using images, use strong HTML formatting for the body of your email. Also, include three to five lines of text for every image used in your email body.

NEVER Purchase an Email List

Purchasing an email list may seem advantageous. But, in actuality, purchasing an email list is a quick way to hurt your reputation as a sender. For starters, purchased email lists may contain spam traps. Also, a majority of the emails on a purchased list are out of date.

Use a Real Return Address

Simply put, it matters where you're 'from' when sending an email. Make it clear who is sending the email. Use a real domain for your return email address. You can use a person's email address if your agents want the newsletter to come from them. (AgencyBuzz can do this.) Or, you can use a generic email address like or Just don't use a address.

Email marketing is a great way to reach your clients and prospects. Many agents use it to build and further relationships. But you can't do that if your email goes to the spam folder. With these tips your marketing emails have a greater chance of reaching inboxes.

Have questions about email marketing and spam? Leave them in the comments section below.


Previous Article
This is the Way: Andy Jordan from GAINSCO
This is the Way: Andy Jordan from GAINSCO

Andy Jordan from GAINSCO loves the competition of the insurance industry. This is the way he works and thri...

Next Article
ICYMI: Techniques to Make Your Website More Effective
ICYMI: Techniques to Make Your Website More Effective

The slides and recording of the December 17, 2015 Masters of Marketing webinar.