ConvertKit’s March 2021 Deliverability Report

Deliverability Inside ConvertKit
4 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 March, ConvertKit sent over 1.3 billion messages (1,388,114,513 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 March, our system-wide delivery rate was 99.64%.

March 2021 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:

Volume: 850 million messages
Delivery rate: 99.92%

Volume: 131 million messages
Delivery rate: 99.89%

Volume: 113 million messages
Delivery rate: 99.48%

Volume: 31 million messages
Delivery rate: 99.96%

Volume: 14 million messages
Delivery rate: 99.88%

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

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:

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 5.79%.

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 16.47%. 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 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 March was 0.007%, which speaks to the high quality of mail sent by our customers and the healthy reputation of our infrastructure.

Deliverability tip of the month:

It’s always a great idea to send yourself a test email before sending out your email to your full list. However, make sure you send the test to an email address that is different from the sending address!

It’s common for senders to test out their emails by sending themselves a preview email, but they often send the test to the same email address that is used to send the message. This can cause the test email to go to spam and cause unnecessary panic.

Why does the email go to spam when the sending domain is the same as the receiving domain? Well, your mailbox sees that it’s receiving an email from itself, but it knows it didn’t send the email. This causes your mailbox to be suspicious and think that it’s being spoofed. In order to get a better idea of how your email will actually perform, be sure to test with an email address that doesn’t share the same domain as the sending address. For example, Gmail addresses are great for testing!

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 March:

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

Connect with other creators

Our mission is to reach creators beyond ConvertKit to create a network where you can discover like-minds, teach, and inspire each other to reach your goals.

Join the ConvertKit Community

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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