ConvertKit’s July 2021 Deliverability Report

Deliverability Inside ConvertKit
3 min read

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 July, ConvertKit sent over 1.3 billion messages (1,348,791,026 to be exact).

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 July, our system-wide delivery rate was 99.73%.

August 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 filter down by mailbox provider.

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

1. Gmail.com
816 million messages
Delivery rate: 99.9%

2. Yahoo.com
134 million messages
Delivery rate: 99.9%

3. Hotmail.com
99 million messages
Delivery rate: 99.9%

4. AOL.com
30 million messages
Delivery rate: 99.9%

5. Outlook.com
13 million messages
Delivery rate: 99.8%

The average open rate of all emails sent through ConvertKit was 30%.

Senders often ask how their open rates stack up to others. The 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:

Open Rates

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

The average click rate across ConvertKit accounts was 5.2%.

We calculate click rate by dividing the number of subscribers who clicked a link by the total number of subscribers who received the email.

Similarly, the average click-to-open rate was 14.71%. This is calculated by dividing the number of subscribers who clicked a link by the number of subscribers who opened the email.

Our system-wide complaint rate remained over 10x lower than the 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 recipients want the mail sent from ConvertKit.

In the email industry, a complaint rate of less than 0.1% is seen as healthy. ConvertKit’s complaint rate in July was 0.0032%, which speaks to the high quality of mail sent by our customers and the healthy reputation of our infrastructure.

Deliverability tip of the month:

Have you ever wondered if your cold subscribers could teach you something about how to improve your strategy? In the latest edition of “Ask our experts”, our team discusses which metrics senders should focus on other than open rates.

Helen Anders’ advice provides a great tip for all senders:

“While cold subscribers may not be the most exciting email performance measurement to review, I believe the subscribers that are opening our emails say just as much about our content and list as the subscribers who aren’t opening our emails.”
— Helen Anders, Deliverability and Compliance Product Specialist at ConvertKit

Read the full post here for more great ideas.

Industry news and ConvertKit updates

The Deliverability Defined Podcast

deliverability defined podcast

We’ve been having so much fun releasing more episodes of our deliverability podcast! Here are the episodes we released in July:

  • Episode 20: Top 4 takeaways from season 2
  • Episode 19: How to perfect the signup process
  • Episode 18: What Apple's privacy changes mean for your deliverability

Follow us on Instagram at @DeliverabilityDefined for weekly deliverability education and tips.

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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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