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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/december-2021-deliverability-report" target="_blank" rel="noopener">December 2021</a></li>
<li><a href="https://kit.com/resources/blog/january-2022-deliverability-report" target="_blank" rel="noopener">January 2022</a></li>
<li><a href="https://kit.com/resources/blog/february-2022-deliverability-report" target="_blank" rel="noopener">February 2022</a></li>
</ul>
<h2>In March, Kit sent over 1.65 billion messages (1,652,481,274 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’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.</p>
<h2>In March, our system-wide delivery rate was <span style="color: #99cc00;">99.8%.</span></h2>
<p><img class="aligncenter size-full wp-image-38372 lazy" data-src="https://media.kit.com/post/FIs3dfxB-OCTOBER-21-systemwide-delivery-rate.jpg?fm=pjpg" alt="october delivery rate" width="1500" height="1016" srcset="https://media.kit.com/post/FIs3dfxB-OCTOBER-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=406&amp;w=600 600w, https://media.kit.com/post/FIs3dfxB-OCTOBER-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=694&amp;w=1024 1024w, https://media.kit.com/post/FIs3dfxB-OCTOBER-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=520&amp;w=768 768w, https://media.kit.com/post/FIs3dfxB-OCTOBER-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=400&amp;w=590 590w, https://media.kit.com/post/FIs3dfxB-OCTOBER-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=240&amp;w=354 354w, https://media.kit.com/post/FIs3dfxB-OCTOBER-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=1040&amp;w=1536 1536w, https://media.kit.com/post/FIs3dfxB-OCTOBER-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=1387&amp;w=2048 2048w, https://media.kit.com/post/FIs3dfxB-OCTOBER-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 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 />
1 billion messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>2. Yahoo.com</strong><br />
162 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>3. Hotmail.com</strong><br />
117 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>4. AOL.com</strong><br />
36 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>5. Outlook.com</strong><br />
1 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.8%</span></p>
<h2>The average open rate of all emails sent through Kit was <span style="color: #99cc00;">40.1%.</span></h2>
<p>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:</p>
<p><img class="aligncenter size-full wp-image-26174 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 <a href="https://kit.com/resources/blog/email-deliverability" target="_blank" rel="noopener">in this article</a>.</p>
<h2>The average click rate across Kit accounts was <span style="color: #99cc00;">5%.</span></h2>
<p>We calculate click rate by dividing the number of subscribers who clicked a link by the total number of subscribers who <em>received</em> the email.</p>
<p>Similarly, the average click-to-open rate was <strong>11.3%</strong>. This is calculated by dividing the number of subscribers who clicked a link by the number of subscribers who opened the email.</p>
<h2>Our system-wide complaint rate remained over 10x lower than the industry standard</h2>
<p>A <strong>complaint</strong> 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.</p>
<p>In the email industry, a complaint rate of less than 0.1% is seen as healthy. <strong>Kit&#8217;s complaint rate in February was 0.01%,</strong> which speaks to the high quality of mail sent by our customers and the healthy reputation of our infrastructure.</p>
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<h3>Deliverability tip of the month:</h3>
<p>Email authentication is a scary topic for some senders but it’s a very important aspect of email delivery. If your message isn’t authenticated correctly, it could lead to emails bouncing or even landing in the spam folder. If you are experiencing a deliverability issue, it might be worth testing your emails to be sure they are authenticated correctly and rule out any issues. To learn more about authentication, <a href="https://deliverability.transistor.fm/episodes/authentication-spf-dkim-dmarc" target="_blank" rel="noopener">check out this episode of Deliverability Defined</a>.</p></blockquote>
<h2>The <em>Deliverability Defined</em> Podcast is back!</h2>
<p><img class="aligncenter size-full wp-image-25513 lazy" data-src="https://media.kit.com/post/OR0bP70O-FEATURE-deliverabilitydefined.jpg?fm=pjpg" alt="The Deliverability Defined Podcast is coming June 2nd" width="2250" height="1120" /></p>
<p>We’re so excited to be back for season 3 of Deliverability Defined. You can check out the episodes we released in March below:</p>
<ul>
<li><a href="https://kit.com/resources/blog/fix-reputation-gmail" target="_blank" rel="noopener">Episode 15: How to fix reputation issues with Gmail</a></li>
<li><a href="https://kit.com/resources/blog/clean-your-list" target="_blank" rel="noopener">Episode 14: How to clean your list</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 March 2022 Deliverability Report

Own the relationship with your audience

Alyssa Dulin

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