📩 Is anyone even getting your messages?

There are only two places your email can go

Author

Captain YAR
October 13, 2025

Great email marketing starts with deliverability. Not copy. Not design. Deliverability.

You can have a strong offer, a clean list, a thoughtful welcome series. If the message never reaches the inbox, none of that moves the needle.

Here’s the part that stings. Many teams don’t have a deliverability problem, they have a deliverability awareness problem.

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The real price of missing the inbox

According to Kickbox’s latest deliverability report:

  • 60% of senders say their emails land in spam.

  • 9% of signups are fake, mistyped, or undeliverable.

  • 40% of businesses have lost revenue due to poor inboxing.

  • Only 24% verify lists before sending.

  • Just 38% track the revenue they’re missing.

You pay to grow a list. You pay to send campaigns. Then Gmail, Yahoo, or Outlook tucks them away. That is not a slow leak. That is a busted pipe under your revenue engine.

Why you need a deliverability audit now

Stop guessing. Use a system:

  • SPF, DKIM, DMARC set up correctly, and aligned.

  • Dedicated versus shared IP, and what your neighbors are doing if shared.

  • Gmail throttling, Yahoo filtering, Outlook indifference, and what your logs say.

  • Content and formatting that trigger filters, including sloppy HTML or spammy phrasing.

  • List hygiene, including role accounts and ghosts that drag down reputation.

  • Segmentation that prefers engaged subscribers over blasts to everyone.

  • Any blacklists that touch your domain, IP, or sending hostname.

Most brands notice only after engagement craters. By then, recovery takes longer and costs more.

If you aren’t measuring this, you’re flying blind

Clicks, opens, conversions. Everyone tracks them. They’re downstream. Deliverability is the upstream gate.

If engagement is fading, bounces creep up, or email revenue stalls, the copy may be fine. The problem might be reputation, setup, or hygiene.

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What to do next

  • Run a technical deliverability audit, then fix alignment and authentication gaps.

  • Clean the list hard. Remove bounces, role accounts, spam traps, and chronic non-openers.

  • Track inbox placement, not only opens. Use seed tests and panel data where possible.

  • Monitor domain and IP health. Watch reputation dashboards and feedback loops.

  • Test content for spam triggers before you hit send.

  • Add a Base Sending Segment, a small engaged slice you warm mail through before full rollout.

Or reply to this email. We can walk your domain and sending setup, step by step.

Before you go

If your emails aren’t landing in the inbox, they aren’t working. A few focused changes often make the difference between buried and seen. Between seen and clicked.

Book a call to dig in, or reply and tell me your ESP, sending domain, and average weekly volume. I’ll point you to the first fixes.

Final word: the inbox is earned

You don’t repair deliverability after a campaign tanks. You build it into the plan, before the send.

Want a second pair of eyes on your setup, or a sanity check on domain reputation? Hit reply. I’ll tell you what looks healthy, what doesn’t, and what to tighten.

PS: Sending great content to the wrong segment is not email marketing. It’s wishful thinking. Let’s fix that.

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