and with all deception of wickedness for those who are being lost, because they didn't receive the love of the truth, that they might be saved.
"Perishing" is accomplished by "deceivableness of unrighteousness" while salvation is received by the love of the truth. In verse 12, Paul contrasts believing the truth, which leads to salvation, and having pleasure in unrighteousness, which leads to damnation. Paul gives a similar contrast in Romans 2:8, "But unto them that are contentious, and do not obey the truth, but obey unrighteousness, indignation and wrath."