What is Deliverability?
Deliverability is the overlooked yet critical factor in email success. While data and content are often prioritised, for email to be successful a trilogy of strategies must be considered which includes deliverability as this works to ensure your emails land in the inbox—not in spam nor go missing. Without it, your investment in email marketing is wasted.
The Numbers You Need to Know
£36.64: Average value of an email address (*DMA Marketer Email Tracker 2021)
97.6%: Average email delivery rate, but up to 20% of “delivered” emails never reach the inbox (DMA Email Benchmark Report 2024)
21.56% of your email spend could be wasted due to poor deliverability when you consider all emails that don’t reach the inbox.
A Solid Deliverability Strategy ensures:
Fewer emails land in spam.
Fewer emails are rejected (or go missing)
More opportunities for engagement and conversions (more leads, more sales)
ClearPath Deliverability
EMAIL | DELIVERED | SUCCESS
Over 21% of emails never reach their intended audience, leading to lost revenue and poor customer experience. We identify and fix the issues blocking your success.
EMAIL | DELIVERED | SUCCESS
How ClearPath Deliverability can help…
We provide a comprehensive health check of your email program, identifying areas to improve inbox placement, audience engagement, and ROI. Our approach includes:
Technical analysis (SPF, DKIM, DMARC, and BIMI setup).
Data acquisition and hygiene strategies.
Segmentation and personalisation insights.
Platform and technology optimisation.
Our Services…
Flexible Engagement Options
Choose between a one-time health check or ongoing support with our subscription service, ensuring your email strategy evolves with industry changes.
Comprehensive Support
Deliverability Health Check
Data Management: Acquisition, hygiene, and compliance (GDPR/PECR).
Email Security: Authentication settings and sender reputation management.
Program Optimisation: Marketing automation and platform reviews to maximize ROI.
Stay Out of the Spam Folder!
You have invested time, money and creative juices to create that perfect email. That message ending up in spam is not part of the plan. Spam is basically the email equivalent of being ghosted. Your beautifully crafted campaigns won’t get seen, engagement drops, and conversions plummet.
Key reasons to avoid the spam folder:
Visibility & Engagement: If people don’t see your emails, they won’t open, click, or convert.
Reputation Damage: ISPs track engagement—low opens and clicks signal that your emails are unwanted, leading to more filtering.
Lost Revenue: Critical transactional emails (like order confirmations) can get lost, impacting customer trust.
Harder to Recover: Once marked as spam frequently, getting back to the inbox can take time and effort.
Poor deliverability is the result of a poor sender reputation, making it even harder to reach the inbox in the future.
How Many Users Check Their Spam Folder & How Often?
According to research, most people don’t check their spam folder regularly. Studies suggest:
Only 16%–20% of email users check their spam folder daily or weekly
40%–50% check it occasionally (monthly or less)
The rest? Never. Those emails are basically digital landfill.
Mostly, people don’t check spam for marketing emails. They go there looking for something important that went missing, such as:
Ticket confirmations (flights, events, hotels)
Order receipts (e-commerce, subscriptions)
Password reset emails
Job applications & interview invites
Work-related emails
Marketing emails? Rarely. Most users won’t go digging for your promo unless they were expecting it—like a discount code or an offer they signed up for.
Why Do Users Check Their Spam Folder?
B2B emails face stricter scrutiny than B2C, with corporate IT filters analysing sender reputation, authentication (SPF, DKIM, DMARC), content, and email volume.
Even ignored emails can damage your sender reputation over time. Unlike B2C, where an unopened email is just a missed opportunity, in B2B, it could harm future inbox placement.
Success requires a data-driven approach with strong authentication, clean data, and relevant content to navigate these heightened security measures.
The Extra Scrutiny of B2B Emails
Did you know?
Emails with a lot of text can be consumed without generating an open as many email clients display a preview pane that allows recipients to read the content without actually opening the email, making them seem ignored! Audience need to download images and/or click a link to generate an open event!
Our Aim
More Emails in Inboxes
ClearPath Deliverability, will work with you with the aim to get more emails in the inbox.
Higher Engagment and Conversions
We will help you develop strategies that aim to improve sender reputation through better data management, stronger CRM strategies, and alignment with email sending best practices.
Maximize Your Email ROI
With email address acquisition costs at ~£33, tech investments averaging £65K p.a., and an ROI of £42:£1, ClearPath Deliverability aims to ensure you get the most from your email spend.
Got questions about email deliverability? Need help getting your emails to the inbox instead of the spam folder? Whether you're looking for a full deliverability audit, strategic guidance, or just some expert advice, ClearPath Deliverability is here to help.