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One of our <a href="https://kit.com/mission" target="_blank" rel="noopener noreferrer">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 noreferrer">finances.</a>
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:
<ul>
<li><a href="https://kit.com/resources/blog/april-2020-deliverability-report" target="_blank" rel="noopener noreferrer">April 2020</a></li>
<li><a href="https://kit.com/resources/blog/may-2020-deliverability-report" target="_blank" rel="noopener noreferrer">May 2020</a></li>
<li><a href="https://kit.com/resources/blog/june-2020-deliverability-report" target="_blank" rel="noopener noreferrer">June 2020</a></li>
</ul>
<h2>In July, Kit sent over 1.1 billion messages (1,187,735,282 to be exact).</h2>
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 <a href="https://kit.com/resources/blog/email-deliverability" target="_blank" rel="noopener noreferrer">here</a>. 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 Kit. We consider a system-wide delivery rate of 98% and above to be very healthy.
<h2>In July, our system-wide delivery rate was 99%</h2>
<img class="aligncenter size-full wp-image-27807 lazy" data-src="https://media.kit.com/post/glgJjpix-JULY-delivery-rate-2020.png?fm=png" alt="JULY-delivery-rate-2020" width="1500" height="1016" />
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 to filter down by mailbox provider.
Here are the top 5 domains Kit sends to in terms of volume:
1. Gmail.com 
Volume: 688 million messages 
Delivery rate: 99.47%,
2. Yahoo.com 
Volume: 112 million messages 
Delivery rate: 99.86%
3. Hotmail.com 
Volume: 113 million messages 
Delivery rate: 99.85%
4. AOL.com 
Volume: 25 million messages 
Delivery rate: 99.87%
5. Outlook.com 
Volume: 14 million messages 
Delivery rate: 99.86%
<h2>The average open rate of all emails sent through Kit was 30.2%.</h2>
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:
<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" />
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 noreferrer">in this article</a>.
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 Kit is wanted by the recipients.
In the email industry, a complaint rate less than 0.1% is seen as healthy. Kit’s complaint rate in July was 0.009%, which speaks to the high quality of mail sent by our customers and the healthy reputation of our infrastructure.
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<h3>Deliverability tip of the month:</h3>
<h4>Make sure your emails are authenticated properly</h4>
In order to reach the inbox of your subscribers, your messages need to be passing authentication (SPF, DKIM, and DMARC). Authentication can be confusing and technical, but we’ve got the resources you need to understand it!
To learn more about email authentication (SPF, DKIM, and DMARC), check out episode 6 of our podcast, Deliverability Defined. 
<a href="https://deliverability.transistor.fm/episodes/authentication-spf-dkim-dmarc" target="_blank" rel="noopener noreferrer">[Listen]</a>
To learn how to quickly check whether your emails are authenticated, watch this <a href="https://www.youtube.com/watch?v=s4fD0IQmH7E" target="_blank" rel="noopener noreferrer">Quick Tip video</a>:
<center><iframe loading="lazy" src="https://www.youtube.com/embed/s4fD0IQmH7E" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe></center></blockquote>
<h2>Industry news and Kit updates</h2>
<h3>Deliverability Defined podcast</h3>
<img class="aligncenter size-full wp-image-26175 lazy" data-src="https://media.kit.com/post/G8JSmbjJ-Screen-Shot-2020-06-22-at-10.21.54-PM.png?fm=png" alt="deliverability defined podcast" width="1252" height="702" />
We’ve been having so much fun diving deep into the details of helping you reach the inbox of your subscribers! Get caught upon all the podcast episodes we released in July below, and be sure to subscribe wherever you listen to podcasts!
<ul>
<li><a href="https://deliverability.transistor.fm/episodes/demystifying-blocklists" target="_blank" rel="noopener noreferrer">Episode 9: Demystifying blocklists</a></li>
<li><a href="https://deliverability.transistor.fm/episodes/hey-com-the-new-mailbox-provider-that-blocks-spy-tracker-pixels" target="_blank" rel="noopener noreferrer">Episode 8: Hey.com: The new mailbox provider that blocks “Spy Tracker” pixels</a></li>
<li><a href="https://deliverability.transistor.fm/episodes/meaningful-metrics-going-beyond-open-rates" target="_blank" rel="noopener noreferrer">Episode 7: Meaningful metrics: Going beyond open rates</a></li>
<li><a href="https://deliverability.transistor.fm/episodes/authentication-spf-dkim-dmarc" target="_blank" rel="noopener noreferrer">Episode 6: Authentication (SPF, DKIM, and DMARC)</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>

Kit’s July 2020 Deliverability Report

Alyssa Dulin

Kit’s June 2020 Deliverability Report

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