ConvertKit’s January 2020 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 previous deliverability reports, you can check them out below:

In January, ConvertKit sent over 1 billion 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 January, our system-wide delivery rate was 98.82%

Jan 19 Systemwide Delivery Rate

This high delivery rate indicates a healthy reputation for ConvertKit, giving 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: 560 million messages
Delivery rate: 99.5%

2. Yahoo.com
Volume: 104 million messages
Delivery rate: 99.85%

3. Hotmail.com
Volume: 96 million messages
Delivery rate: 99.87%

4. AOL.com
Volume: 25 million messages
Delivery rate: 99.91%

5. Outlook.com
Volume: 11 million messages
Delivery rate: 99.87%

The average open rate of all emails sent through ConvertKit was 32%.

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:

Jan 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 January 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:

Routinely look through your Complained Subscribers and look for any trends to determine how you can improve your email strategy. Some common reasons that opt-in subscribers end up marking a message as spam are:

  • They are receiving too many emails from this sender
  • They do not receive enough emails from this sender and have forgotten signing up
  • They don’t recognize the sender name or sender address
  • The emails are not providing value they’d hoped to receive

Some questions to ask yourself are:

  • Am I sending too frequently or too infrequently?
  • Is my sender name and sender address recognizable?
  • Are my emails providing value to subscribers?

Industry news and ConvertKit updates

Automatic opens and clicks

Some senders who have a large number of B2B addresses on their list are noticing that their emails are being automatically opened and/or clicked. This happens most commonly for subscribers with .edu addresses, .gov addresses, or other domains with tight security settings.

Unfortunately, this is completely controlled on the receiver's end, and there isn't much senders can do to change it. However, there are some actions that senders can take to discover which subscribers are clicking links automatically.

Check out this Knowledge Base article for more information.

Gmail's strange behavior seems to be fizzling out

Gmail users reported the following in December:

  • Dragging a message from the Promotions tab to the Primary tab doesn't make future messages from the sender go to Primary like it should
  • Some subscribers are seeing messages go to spam at random even though they consistently engage with the sender

This behavior seems to be happening less frequently. It appears that Gmail has resolved these issues for the most part!

Verizon Media Group (Yahoo, AOL, Verizon) announced a new Engagement Feeds feature

Verizon Media Group’s new feature will provide senders with more detailed information about where their message was placed (inbox, spam, other) and how it was engaged with (opened, read, skimmed, etc). We are working with Verizon Media Group to gain access to this exciting new feature.

For more information, check out Verizon Media Group’s blog post.

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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