Email deliverability
Also called: deliverability, SPF DKIM DMARC, inbox placement
Email deliverability is how reliably an agency's emails reach the inbox instead of the spam folder, which depends on domain authentication (SPF, DKIM, DMARC), sending reputation and how recipients respond.
Gmail and Yahoo require bulk senders to authenticate their domain, offer one-click unsubscribe and keep spam complaints low. A domain that crosses those lines can see its email filtered for everyone, including existing clients.
Agencies protect deliverability by sending from an authenticated domain, cleaning old lists before campaigns, and keeping marketing email separate from the address used for client service.
An AEP email that lands in spam doesn't book a review. Deliverability is the part of email marketing nobody sees until it breaks.
"After we set up SPF, DKIM and DMARC, our AEP emails stopped landing in spam."
Why do insurance marketing emails go to spam?
Common causes are a sending domain without SPF, DKIM and DMARC, old lists with many invalid addresses, and high spam complaints. Authenticate the domain, clean lists before campaigns and include a one-click unsubscribe.
General information, not legal advice. Rules change; check current CMS, FCC and carrier guidance.