ConvertKit’s December 2019 Deliverability Report

Inside ConvertKit Reports

One of our values at ConvertKit is to work in public. We strive for transparency, which is why we share information that is typically kept private, such as our finances.

One commonly asked question by creators looking for a new email marketing platform is, “How is your email deliverability?”

Here is our monthly deliverability report to answer that question:

If you missed November’s Deliverability Report, you can check it out here.

In December, ConvertKit sent over 893 million messages.

When messages are sent, they can be delivered or they can bounce. For more details on how email deliverability operates, check out our blog post here. But for a little TLDR- The more messages delivered, the better!

It is inevitable for some messages to bounce due to invalid addresses, full mailboxes, etc., but a good delivery rate indicates healthy deliverability for ConvertKit. We consider a system-wide delivery rate of 98% and above to be very healthy.

In December, our system-wide delivery rate was 98.82%

DEC 19 Systemwide Delivery Rate

This high delivery rate indicates a healthy reputation for ConvertKit, which gives our customers a solid foundation for their email deliverability. To get even more detailed about how well we’re performing, it helps to filter down by mailbox provider.

Here are the top 5 domains ConvertKit sends to in terms of volume:

1. Gmail.com
Volume: 483 million messages
Delivery rate: 99.45%

2. Yahoo.com
Volume: 100 million messages
Delivery rate: 99.84%

3. Hotmail.com
Volume: 77 million messages
Delivery rate: 99.85%

4. AOL.com
Volume: 24 million messages
Delivery rate: 99.93%

5. Outlook.com
Volume: 9 million messages
Delivery rate: 99.85%

The average open rate of all emails sent through ConvertKit was 29.6%.

Senders often ask how their open rates stack up to others. Truth is, open rates can vary greatly depending on your industry and audience type (B2B vs. freemail addresses, for example). However, here’s a general scale you can use to measure your performance:

DEC 19 Sender Reputation

I talk more about open rates and why they aren’t always reliable in this article.

Our system-wide complaint rate remained 10x lower than industry standard

A complaint is when a subscriber marks a message as spam. An elevated complaint rate is a signal that the sender’s quality of mail isn’t good. We have a team dedicated to ensuring that the mail sent from ConvertKit is wanted by the recipients.

In the email industry, a complaint rate less than 0.1% is seen as healthy. ConvertKit’s complaint rate in December was 0.01%, which speaks to the high quality of mail sent by our customers and the healthy reputation of our infrastructure.

Deliverability Tip of the Month:

Enable double opt-in on all of your forms to protect your sender reputation and deliverability. Forms all over the internet are being hit with “bot” signups. When this happens, email addresses are added to a list that didn’t actually sign up to be there. Often times, these email addresses belong to real people, and they end up marking messages as spam, which hurts the reputation of the sender.

You can learn more about listbombing and how to protect yourself from it here.

Industry news and ConvertKit updates

Gmail continues to make changes.

Throughout December, many Gmail users noticed that messages were being placed in different tabs than they usually are. For example, messages were going to the Updates and Promotions tab that typically went to the Primary tab, and vice versa. These things typically happen when Gmail is tweaking their filters.

Some senders might have seen a drop in opens in Gmail and some might have seen an increase.

We added a new email header.

ConvertKit customers were often receiving automated responses from their subscribers such as out of office notifications. When you’re sending large emails, this isn’t ideal.

But Gmail has a fix for this!

We added a header that says “Precedence: Bulk” which lets Gmail know that the message went to multiple subscribers and they shouldn’t send automated replies to the sender.

Don’t worry — this header is hidden within your email and isn’t seen by your subscribers. Also, Gmail doesn’t use this header for any negative actions — it won’t cause them to place messages in the Promotions tab or spam folder. This header can actually have the opposite effect!

This header lets Gmail know that you are intending to send an email to many subscribers at once and that they shouldn’t be alarmed — your email address isn’t being used to send messages to many subscribers without you knowing.

For more information about this header, check out our Knowledge Base article here.

Alyssa Dulin

Alyssa is a Deliverability Lead located in Nashville, TN. She loves helping senders reach the inbox of their subscribers. Outside of work, Alyssa enjoys traveling, indoor cycling, and spending time with family.

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