ConvertKit’s September 2020 Deliverability Report

Deliverability

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 September, ConvertKit sent over 1.2 billion messages (1,215,410,121 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 September, our system-wide delivery rate was 99%

JULY-delivery-rate-2020

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:

1. Gmail.com
Volume: 690 million messages
Delivery rate: 99.67%

2. Yahoo.com
Volume: 128 million messages
Delivery rate: 99.92%

3. Hotmail.com
Volume: 110 million messages
Delivery rate: 99.87%

4. AOL.com
Volume: 30 million messages
Delivery rate: 99.94%

5. Outlook.com
Volume: 13 million messages
Delivery rate: 99.88%

The average open rate of all emails sent through ConvertKit was 29%.

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.

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 September was 0.009%, which speaks to the high quality of mail sent by our customers and the healthy reputation of our infrastructure.

Deliverability tip of the month:

If you ever start to see your emails go to spam with a specific mailbox provider (ex: Gmail, Hotmail, etc.), it’s likely that your sender reputation with that provider has been damaged due to an unengaged list.

A great way to improve your deliverability is to exclude cold subscribers who use the mailbox provider where your emails are going to spam. Check out the video below for instructions on how to do this!

Video: How to improve your deliverability by excluding cold subscribers

How to improve your deliverability by excluding cold subscribers

Industry news and ConvertKit updates

Deliverability Defined Podcast

deliverability defined podcast

We’ve been having so much fun diving deep into the details of helping you reach the inbox of your subscribers! Get caught up on all the podcast episodes we released in September below, and be sure to subscribe wherever you listen to podcasts!

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

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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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