ConvertKit’s August 2021 Deliverability Report

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 August, ConvertKit sent over 1.4 billion messages (1,404,292,286 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 ConvertKit. We consider a system-wide delivery rate of 98% and above to be very healthy.

In August, our system-wide delivery rate was 99.73%.

August Delivery Rate

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 filter down by mailbox provider.

Here are the top 5 domains ConvertKit sends to in terms of volume:

854 million messages
Delivery rate: 99.9%

138 million messages
Delivery rate: 99.9%

103 million messages
Delivery rate: 99.9%

31 million messages
Delivery rate: 99.9%

14 million messages
Delivery rate: 99.9%

The average open rate of all emails sent through ConvertKit was 30.13%.

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:

Open Rates

I talk more about open rates and why they aren’t always reliable in this article.

The average click rate across ConvertKit accounts was 5.2%.

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 14.71%. 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 ConvertKit.

In the email industry, a complaint rate of less than 0.1% is seen as healthy. ConvertKit’s complaint rate in August was 0.0017%, which speaks to the high quality of mail sent by our customers and the healthy reputation of our infrastructure.

Deliverability tip of the month:

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.

Melissa Lambert’s insight provides a great tip for all senders:

A big reminder: the promotions tab is still a part of the inbox. Don’t get discouraged if you are landing in the promotions tab — I promise it’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.

— Melissa Lambert, Deliverability and Compliance Specialist at ConvertKit

Read the full post here for more great ideas.

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

The post ConvertKit’s August 2021 Deliverability Report appeared first on ConvertKit.

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