At a time when effective communication is paramount, ensuring your message actually lands where it needs to land, rather than vanishing into spam folders, is essential. That’s why “deliverability” is the linchpin for any credible messaging campaign. With iwinBACK positioning itself as a unified hub for multi-channel outreach, it’s no exaggeration to call it your deliverability checkpoint. By bringing emails, SMS, calls and other channels into one platform, you gain more control, better insights, and improved outcomes.

Why Deliverability Should Be Your First Metric

Before diving into channels or creative, deliverability must be on your radar because even the best message is useless if it never reaches the inbox. The latest data shows the average email platform delivers only ~83 % of marketing emails in 2024.

Moreover, inbox placement rates vary by region: in Europe it can approach ~91 %, while in Asia-Pacific it may hover closer to ~78 %.
What does this mean in practical terms? If you send one million emails and experience 17 % non-delivery, that’s 170 000 opportunities gone before engagement even begins. On top of that, spam rates, bounces and missing messages all reduce your real impact.

One Platform, Multiple Channels, Unified Delivery

iwinBACK offers channel unification: emails, SMS, voice calls and other message methods are managed from a single interface. That’s significant when deliverability isn’t just about emails anymore. It’s about consistent delivery across channels, and coordination of messages so they reinforce each other rather than compete or conflict.

With iwinBACK, you can:

• Use a unified dashboard to monitor message performance across channels.
• Understand where messages failed, whether due to bounce, spam filtering, wrong provider routing or other issues.
• Centralise the management of contacts, segmentation and channel preferences so you reduce friction and improve relevance which in turn improves deliverability.
• Leverage multi-channel flows where email attempts are backed up by SMS or a call, ensuring you don’t rely solely on one channel and hoping it hits the inbox.

How iwinBACK Strengthens Control Over Deliverability

When you adopt IWB as your central platform, you gain a series of built-in advantages that directly elevate your deliverability outcomes:

• Improved data hygiene: By managing contacts across channels inside one system, you reduce duplicate, stale or invalid addresses which helps minimise bounces and spam flags.
• Channel orchestration insights: Since you can track engagements (opens, clicks, replies) from one place, you gain visibility into which segments are underperforming allowing you to act before your sender reputation suffers.
• Smart journey timing & personalization: IWB allows you to tailor when and how you send messages. When recipients are targeted with the right message at the right time via the right channel, engagement improves and high engagement signals enhance deliverability.
• Actionable reporting: Real-time reporting shows you not just opens or clicks, but where messages got lost. That transparency allows you to respond quickly, rather than waiting for dips in performance.

Multi-Channel, One Deliverability Lens

Today’s receiver doesn’t live in a single channel. They might open an email on desktop, then receive an SMS alert, then get a conversational call. And that means achieving high deliverability isn’t just about email, it’s about consistent experience across channels.

Here are the benefits of treating deliverability through a multi-channel lens:

• You reduce dependence on one provider or channel, meaning less risk if one channel under-performs.
• You increase the probability of the message being seen, heard, or acted upon.
• You can map the entire customer journey, attributing success to where respond happens, and better understand which messages landed, which didn’t and why.

Why IWB Becomes Your Deliverability Checkpoint

Because IWB consolidates channel execution and delivers unified analytics, it becomes the checkpoint for ensuring delivery happens. Rather than juggling separate tools: email provider A, SMS provider B, call provider C,you centralize everything under IWB. That brings clarity: you see full-funnel delivery, you spot weak links, and you act fast. You no longer wonder if your email is stuck in spam; you know, and you can respond.

And while being a unified platform is powerful on its own, what truly makes IWB stand out is its ability to test multiple email service providers (ESPs) in real time. You can compare their deliverability rates, identify which performs best, and make data-driven decisions to optimize your campaigns. That means no more guesswork, just measurable insight into who gets your messages delivered most effectively.

The more you engage customers across channels with relevant, timely messages, the stronger your sender reputation becomes. And a stronger reputation means better inbox placement rates, fewer spam flags, and consistently improved deliverability outcomes.

From a business perspective, that translates to higher conversions, lower marketing waste, and faster time-to-impact all powered by the visibility only IWB can provide.

Key Criteria for Choosing a Platform for Deliverability

When you evaluate a platform like IWB through the deliverability lens, here are must-have criteria:

• Cross-channel capability (so you aren’t reliant on just email)
• Clean list management features (removal of hard bounces, suppression lists)
• Real-time reporting and visibility into message outcomes
• Personalization and automated journeys that adapt to engagement signals
• Ability to monitor engagement, segment accordingly, and trigger actions based on performance
• Scalability and provider redundancy (if email fails, fallback to SMS or call)

IWB meets these criteria: it offers unified channel management, advanced journeys, segmentation, templates, reports - all from one platform. 

Real Metrics That Show the Stakes

Let’s go to the numbers:

Average deliverability rate across platforms in 2024: ~83.1 %.
Best-in-class platforms achieve ~89 %+ deliverability; below 80 % is considered poor. 
Regional inbox placement: Europe ~91 %, Asia-Pacific ~78 %.If you assume sending 100,000 emails:

At 83 % deliverability you reach 83,000 inboxes.
At 90 % you reach 90,000 inboxes.
That’s a difference of 7,000 potential engagements and if your conversion rate is even 5 %, you’re talking ~350 extra conversions. That matters.

When you build multi-channel flows inside IWB, you further increase your reach and the chance of capturing engagement. So treat IWB as your delivery checkpoint: you send, monitor, optimize and you convert.

From a business perspective, this is where IWB’s true value shines. It’s not just a tool for sending messages, it’s a performance lab for your communication ecosystem. By letting you test every ESP, compare real deliverability rates, and visualize results across channels, IWB turns guesswork into precision. You see what works, eliminate what doesn’t, and invest only in providers and strategies that truly deliver. That’s how IWB transforms deliverability from a hidden metric into a measurable business advantage.