In 2025, achieving high email open rates remains a significant challenge for marketers. The average open rate across industries is approximately 22.7%, with sectors like government and financial services experiencing higher engagement, while industries such as retail face lower averages around 13.9%. (Source: Virfice)
Email deliverability—the ability to successfully land emails in recipients' inboxes—is crucial for the success of cold email campaigns. Even well-crafted messages can fail to engage potential clients if they end up in spam folders or go unopened.
Factors influencing deliverability include sender reputation, email authentication protocols, and content relevance.
What Is Email Deliverability and Why Does It Matter?
Email deliverability refers to the ability of your emails to successfully land in your recipients' inboxes rather than being filtered into spam or getting blocked. In 2025, with businesses increasingly relying on cold email personalization and sophisticated email delivery services, ensuring high deliverability rates is critical for achieving sales outreach success.
While email marketing strategies are effective for B2B lead generation, low deliverability rates can sabotage even the most well-crafted campaigns. Best practices to improve email deliverability helps you save your resources, missed opportunities, and reduced ROI.
According to recent reports, 20% of all legitimate emails never reach the inbox due to issues related to sender reputation and technical configurations.
For businesses utilizing our products like LandInbox or conducting cold email campaigns, optimizing deliverability means maximizing the effectiveness of their sales efforts.
Understanding the distinction between email delivery and deliverability is essential for improving campaign success:
In short, achieving email delivery doesn’t guarantee email deliverability. Your email could be delivered but still end up in the spam folder, reducing the chances of engagement.
To improve email deliverability and ensure your emails reach the inbox, consider the following key factors:
Low email open rates are a major challenge for B2B marketers, especially in cold email personalization and email marketing strategies. Despite having carefully crafted content, if your emails remain unopened, it impacts your overall ROI and campaign effectiveness. Understanding the root causes of low open rates is crucial to improving email deliverability and achieving your outreach goals.
Here are some of the most common causes of low email open rates:
An outdated or low-quality email list is one of the biggest contributors to poor open rates. B2B companies often struggle with stale contact data, leading to emails being sent to invalid or disengaged addresses. According to HubSpot, 22.5% of email addresses decay every year, making regular email list cleaning essential.
Solution:
B2B buyers expect highly personalized communication. Emails that lack personalization or offer irrelevant content are more likely to be ignored. In fact, 80% of consumers are more likely to engage with brands that offer personalized experiences (Epsilon).
Solution:
Emails that land in the spam folder instead of the inbox will severely impact your open rates. Over 70% of emails are marked as spam due to poor domain reputation, spammy content, or missing authentication protocols (Statista).
Solution:
The subject line is the first impression of your email. A weak, generic, or irrelevant subject line often results in poor open rates. Additionally, a damaged sender reputation from previous spam complaints can further diminish your chances of landing in the inbox.
Solution:
Email deliverability has become a non-negotiable part of successful outbound and email marketing strategies, with inbox providers tightening filters. To combat low open rates and engagement drops, experts recommend a layered approach using personalization, warm-up protocols, and reliable tools like LandInbox and modern email delivery services.
Personalization is more than just a first-name token. In the B2B space, personalization based on firmographic, behavioral, or intent data dramatically increases relevance and results.
Emails with personalized subject lines see 26% higher open rates (Source: Campaign Monitor).
Cold emails that reference a prospect's specific role, pain point, or company can see up to 2x more replies (Source: SalesLoft).
Best Practice: Use data signals such as LinkedIn activity, recent funding, or tech stack to craft outreach that speaks directly to the prospect's world.
Warming up your domain or IP is essential to avoid getting flagged as spam—especially when starting cold email campaigns at scale.
LandInbox is purpose-built for cold email professionals who need to land in the primary inbox, not spam or promotions.
Reliable email delivery platforms form the backbone of scalable outreach. Tools like Mailgun, SendGrid, Postmark, or SMTP2GO offer:
In a world where inboxes are saturated with marketing emails, simply hitting "send" isn't enough.
For SaaS and B2B brands relying on cold outreach and outbound campaigns, optimizing your email marketing with respect to the email marketing checklist for 2025 is crucial to convert leads.
Here are expert-backed techniques to ensure your emails don't just get delivered—they get opened.
Your subject line is the first—and sometimes only—chance to earn a prospect’s attention. A weak or generic subject line will likely be ignored, even if the email content is valuable.
Personalized subject lines boost open rates by up to 26% (Source: Campaign Monitor).
📈 Example:
Instead of: “Introducing Our New Tool”
Try: “[First Name], cut your sales ops time in half”
Today’s B2B buyer expects relevant, personalized communication. Emails that feel automated or irrelevant are deleted instantly.
Tactics to Implement:
Even the best-written emails can go unopened if they hit the inbox at the wrong time. Emails sent at the optimal time are 22% more likely to be opened (Source: Mailchimp).
Optimal Timing Guidelines (2025):
Never assume your email strategy is perfect—test it. A/B testing allows you to identify what resonates most with your audience.
A/B Test These Elements:
Improving email engagement requires a multi-faceted approach, combining personalization, segmentation, and strategic timing.
By implementing the expert strategies outlined in this guide, you can significantly boost your open rates and overall email marketing performance. Remember, the key to success lies in continuous testing, analyzing your metrics, and adapting to your audience's preferences.
With persistence and the right tactics, you can transform your email campaigns into powerful engagement drivers, fostering stronger connections with your subscribers and achieving your marketing goals in 2025 and beyond.