One of our values 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 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 February, Kit sent over 2.5 billion messages (2,559,755,757) 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’s inevitable for some 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.
In February, our system-wide delivery rate was 99.2%.
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 filter down by mailbox provider.
Here are the top 5 domains Kit sends to in terms of volume:
1. Gmail.com
1.6 billion messages
Delivery rate: 99.5%
2. Yahoo.com
256 million messages
Delivery rate: 98%
3. Hotmail.com
128 million messages
Delivery rate: 99.7%
4. AOL.com
55 million messages
Delivery rate: 98.5%
5. Outlook.com
23 million messages
Delivery rate: 99.7%
The average open rate of all emails sent through Kit was 44%.
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:
I talk more about open rates and why they aren’t always reliable in this article.
The average click rate across Kit accounts was 3.7%.
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 7.7%. 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 Kit.
In the email industry, a complaint rate of less than 0.1% is seen as healthy. Kit’s complaint rate in February 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:
Have you set up Google Postmaster Tools yet? Any creator who has a Verified Sending Domain can set up Google Postmaster Tools. This can help give insights into your domain reputation and your user reported spam. These two metrics are really important and can impact your domain reputation at Gmail. If you don’t have this set up yet, here are instructions to get you started!
New episodes of Deliverability Defined are here! Check out episode 2 here!
If you have questions or recommendations for a new season send them our way!
If you missed any episodes or want to refresh your knowledge here is the link.
Follow us on Instagram at @DeliverabilityDefined for weekly deliverability education and tips.
We’d love to hear from you, if you have any questions you’d like answered on the podcast you can fill out our form here!
