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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/june-2021-deliverability-report" target="_blank" rel="noopener">June 2021</a></li>
<li><a href="https://kit.com/resources/blog/july-2021-deliverability-report" target="_blank" rel="noopener">July 2021</a></li>
<li><a href="https://kit.com/resources/blog/august-2021-deliverability-report" target="_blank" rel="noopener">August 2021</a></li>
</ul>
<h2>In September, Kit sent over 1.4 billion messages (1,446,381,168 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 <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 September, our system-wide delivery rate was <span style="color: #99cc00;">99.7%.</span></h2>
<p><img class="aligncenter size-full wp-image-34580 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 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 />
870 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>2. Yahoo.com</strong><br />
147 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.8%</span></p>
<p><strong>3. Hotmail.com</strong><br />
108 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>4. AOL.com</strong><br />
35 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.7%</span></p>
<p><strong>5. Outlook.com</strong><br />
14 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;">30.64%.</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 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 <span style="color: #99cc00;">5.24%.</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>14.75%</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 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.</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 August was 0.0012%</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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<h2>Deliverability tip of the month:</h2>
<p>Make sure you are on the nice list (the inbox) and not on the naughty list (the spam folder) this holiday season. To learn how to prepare for your holiday sending now, check out the latest edition of <a href="https://kit.com/resources/blog/ask-our-experts-holiday-season" target="_blank" rel="noopener">Ask our Experts</a>.</p>
<p>Melissa Lambert’s insight provides a great tip for all senders:</p>
<p><em>The first thing that comes to mind for me is, CLEAN your list. Sending to unengaged subscribers is never a good idea. Not only will it hurt your sender reputation but it&#8217;s also a waste of time and resources. Sending to unengaged subscribers can also result in higher complaint rates and bounces to invalid addresses.</em></p>
<p style="text-align: left;"><em>— Melissa Lambert, Deliverability and Compliance Specialist at Kit</em></p>
<p><a href="https://kit.com/resources/blog/ask-our-experts-holiday-season" target="_blank" rel="noopener">Read the full post here for more great ideas</a>.</p></blockquote>
<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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