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<p>One of our <a href="https://kit.com/mission" target="_blank" rel="noopener">values</a> at Kit is to work in public. We strive for transparency, which is why we share information that is typically kept private, such as our <a href="https://convertkit.baremetrics.com/" target="_blank" rel="noopener">finances</a>.</p>
<p>One commonly asked question by creators looking for a new email marketing platform is, <em>“How is your email deliverability?”</em></p>
<p>Here is our monthly deliverability report to answer that question:</p>
<p>If you missed previous Deliverability reports, you can check them out below:</p>
<ul>
<li><a href="https://kit.com/resources/blog/january-2021-deliverability-report" target="_blank" rel="noopener">January 2021</a></li>
<li><a href="https://kit.com/resources/blog/february-2021-deliverability-report" target="_blank" rel="noopener">February 2021</a></li>
<li><a href="https://kit.com/resources/blog/march-2021-deliverability-report" target="_blank" rel="noopener">March 2021</a></li>
</ul>
<h2>In April, Kit sent over 1.2 billion messages (1,250,608,097 to be exact).</h2>
<p>When messages are sent, they can be <strong>delivered</strong> or they can <strong>bounce</strong>. For more details on how email deliverability operates, check out our blog post <a href="https://kit.com/resources/blog/email-deliverability" target="_blank" rel="noopener">here</a>. But for a little TLDR- The more messages delivered, the better!</p>
<p>It is inevitable for <em>some</em> messages to bounce due to invalid addresses, full mailboxes, etc., but a good delivery rate indicates healthy deliverability for Kit. We consider a system-wide delivery rate of 98% and above to be very healthy.</p>
<h2>In April, our system-wide delivery rate was <span style="color: #99cc00;">99.7%.</span></h2>
<p><img class="aligncenter wp-image-34580 size-full lazy" data-src="https://media.kit.com/post/fQ7j9Ue1-APRIL-21-systemwide-delivery-rate.jpg?fm=pjpg" alt="April 2021 Delivery Rate" width="1500" height="1016" srcset="https://media.kit.com/post/fQ7j9Ue1-APRIL-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=406&amp;w=600 600w, https://media.kit.com/post/fQ7j9Ue1-APRIL-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=694&amp;w=1024 1024w, https://media.kit.com/post/fQ7j9Ue1-APRIL-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=520&amp;w=768 768w, https://media.kit.com/post/fQ7j9Ue1-APRIL-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=400&amp;w=590 590w, https://media.kit.com/post/fQ7j9Ue1-APRIL-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=240&amp;w=354 354w, https://media.kit.com/post/fQ7j9Ue1-APRIL-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=1040&amp;w=1536 1536w, https://media.kit.com/post/fQ7j9Ue1-APRIL-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=1387&amp;w=2048 2048w, https://media.kit.com/post/fQ7j9Ue1-APRIL-21-systemwide-delivery-rate.jpg?fm=pjpg 1500w" sizes="(max-width: 1500px) 100vw, 1500px" /></p>
<p>This high delivery rate indicates a healthy reputation for Kit, 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.</p>
<p>Here are the top 5 domains Kit sends to in terms of volume:</p>
<p><strong>1. Gmail.com</strong><br />
Volume: 744 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>2. Yahoo.com</strong><br />
Volume: 123 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>3. Hotmail.com</strong><br />
Volume: 98 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>4. AOL.com</strong><br />
Volume: 29 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>5. Outlook.com</strong><br />
Volume: 13 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<h2>The average open rate of all emails sent through Kit was <span style="color: #99cc00;">29.3%.</span></h2>
<p>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:</p>
<p><img class="aligncenter wp-image-26174 size-full lazy" data-src="https://media.kit.com/post/tp0dK1cd-Screen-Shot-2020-06-22-at-10.18.23-PM.png?fm=png" alt="Open Rates" width="1238" height="674" /></p>
<p>I talk more about open rates and why they aren’t always reliable in <a href="https://kit.com/resources/blog/email-deliverability" target="_blank" rel="noopener">this article</a>.</p>
<h2>The average click rate across Kit accounts was 5.53%.</h2>
<p>We calculate click rate by dividing the number of subscribers who clicked a link by the total number of subscribers who received the email.</p>
<p>Similarly, the average click-to-open rate was <strong>16.22%</strong>. This is calculated by dividing the number of subscribers who clicked a link by the number of subscribers who opened the email.</p>
<p>Our system-wide complaint rate remained over 10x lower than industry standard</p>
<p>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 Kit is wanted by the recipients.</p>
<p>In the email industry, a complaint rate less than 0.1% is seen as healthy. <strong>Kit&#8217;s complaint rate in April was 0.007%</strong>, which speaks to the high quality of mail sent by our customers and the healthy reputation of our infrastructure.</p>
<blockquote class="blockquote-sm">
<h2>Deliverability tip of the month:</h2>
<p>Encourage your subscribers to reply to your messages! This sends a positive signal to mailbox providers and can help boost your <a href="https://kit.com/resources/blog/email-deliverability" target="_blank" rel="noopener">sender reputation</a> and improve deliverability.</p></blockquote>
<h2>Industry news and Kit updates</h2>
<h3>The <em>Deliverability Defined</em> Podcast</h3>
<p><img class="aligncenter wp-image-26175 size-full lazy" data-src="https://media.kit.com/post/G8JSmbjJ-Screen-Shot-2020-06-22-at-10.21.54-PM.png?fm=png" alt="deliverability defined podcast" width="1252" height="702" /></p>
<p>We’ve been having so much fun releasing more episodes of our deliverability podcast! Here are the episodes we released in April:</p>
<ul>
<li><a href="https://kit.com/resources/blog/musicians-and-email-marketing" target="_blank" rel="noopener">How musicians can turn fans into superfans using email marketing</a></li>
<li><a href="https://kit.com/resources/blog/how-to-switch-esp" target="_blank" rel="noopener">How to switch ESPs without damaging your deliverability</a></li>
<li><a href="https://kit.com/resources/blog/email-spam-filter-clicking-links" target="_blank" rel="noopener">How to avoid automatic clicks and opens from skewing your metrics</a></li>
<li><a href="https://kit.com/resources/blog/bypassing-the-youtube-algorithm" target="_blank" rel="noopener">Bypass the YouTube algorithm with email marketing featuring Ben Schoeffler</a></li>
</ul>
<h3>Follow us on Instagram at <a href="https://www.instagram.com/deliverabilitydefined/" target="_blank" rel="noopener">@DeliverabilityDefined</a> for weekly deliverability education and tips</h3>
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Kit’s April 2021 Deliverability Report

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