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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 style="font-weight: 400;" aria-level="1"><a href="https://kit.com/resources/blog/may-2021-deliverability-report" target="_blank" rel="noopener">May 2021</a></li>
<li aria-level="1"><a href="https://kit.com/resources/blog/june-2021-deliverability-report" target="_blank" rel="noopener">June 2021</a></li>
<li aria-level="1"><a href="https://kit.com/resources/blog/july-2021-deliverability-report" target="_blank" rel="noopener">July 2021</a></li>
</ul>
<h2>In August, Kit sent over 1.4 billion messages (1,404,292,286 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 August, our system-wide delivery rate was <span style="color: #99cc00;">99.73%.</span></h2>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-36691" src="https://media.kit.com/post/SplFn6gU-AUGUST-21-systemwide-delivery-rate.jpg?fm=pjpg" alt="August Delivery Rate" width="1500" height="1016" srcset="https://media.kit.com/post/SplFn6gU-AUGUST-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=406&amp;w=600 600w, https://media.kit.com/post/SplFn6gU-AUGUST-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=694&amp;w=1024 1024w, https://media.kit.com/post/SplFn6gU-AUGUST-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=520&amp;w=768 768w, https://media.kit.com/post/SplFn6gU-AUGUST-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=240&amp;w=354 354w, https://media.kit.com/post/SplFn6gU-AUGUST-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=1040&amp;w=1536 1536w, https://media.kit.com/post/SplFn6gU-AUGUST-21-systemwide-delivery-rate.jpg?fit=scale&amp;fm=pjpg&amp;h=1387&amp;w=2048 2048w, https://media.kit.com/post/SplFn6gU-AUGUST-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 />
854 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>2. Yahoo.com</strong><br />
138 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>3. Hotmail.com</strong><br />
103 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</span></p>
<p><strong>4. AOL.com</strong><br />
31 million messages<br />
Delivery rate: <span style="color: #99cc00;">99.9%</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;">30.13%.</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 loading="lazy" decoding="async" class="aligncenter size-full wp-image-26174" 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" srcset="https://media.kit.com/post/tp0dK1cd-Screen-Shot-2020-06-22-at-10.18.23-PM.png?fit=scale&amp;fm=png&amp;h=327&amp;w=600 600w, https://media.kit.com/post/tp0dK1cd-Screen-Shot-2020-06-22-at-10.18.23-PM.png?fit=scale&amp;fm=png&amp;h=557&amp;w=1024 1024w, https://media.kit.com/post/tp0dK1cd-Screen-Shot-2020-06-22-at-10.18.23-PM.png?fit=scale&amp;fm=png&amp;h=418&amp;w=768 768w, https://media.kit.com/post/tp0dK1cd-Screen-Shot-2020-06-22-at-10.18.23-PM.png?fit=scale&amp;fm=png&amp;h=212&amp;w=390 390w, https://media.kit.com/post/tp0dK1cd-Screen-Shot-2020-06-22-at-10.18.23-PM.png?fit=scale&amp;fm=png&amp;h=836&amp;w=1536 1536w, https://media.kit.com/post/tp0dK1cd-Screen-Shot-2020-06-22-at-10.18.23-PM.png?fit=scale&amp;fm=png&amp;h=1115&amp;w=2048 2048w, https://media.kit.com/post/tp0dK1cd-Screen-Shot-2020-06-22-at-10.18.23-PM.png?fm=png 1238w" sizes="(max-width: 1238px) 100vw, 1238px" /></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;">5.2%.</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>14.71%</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 0.0017%</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>Are you concerned about landing in the promotions tab at Gmail? In the latest edition of “Ask our experts”, our team explains why landing in the promotions tab isn’t as bad as you may think.</p>
<p>Melissa Lambert’s insight provides a great tip for all senders:</p>
<p>A big reminder: the promotions tab is still a part of the inbox. Don&#8217;t get discouraged if you are landing in the promotions tab — I promise it&#8217;s better than landing in the spam folder. Find ways to make your interactions with your audience feel more 1:1. Doing this will not only help you look less-promotional to Gmail, but your subscribers will likely enjoy the relationship-building email as well, potentially helping you land in the primary tab instead.</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-gmail-promotions-tab" 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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