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<p>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>.</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-2020-deliverability-report" target="_blank" rel="noopener noreferrer">June 2020</a></li>
<li><a href="https://kit.com/resources/blog/july-2020-deliverability-report" target="_blank" rel="noopener noreferrer">July 2020</a></li>
<li><a href="https://kit.com/resources/blog/august-2020-deliverability-report" target="_blank" rel="noopener noreferrer">August 2020</a></li>
</ul>
<h2>In September, Kit sent over 1.2 billion messages (1,215,410,121 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 noreferrer">here</a>. But for a little TLDR- The more messages delivered, the better!</p>
<p>It is 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: #339966;">99%</span></h2>
<p><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" srcset="https://media.kit.com/post/glgJjpix-JULY-delivery-rate-2020.png?fit=scale&amp;fm=png&amp;h=406&amp;w=600 600w, https://media.kit.com/post/glgJjpix-JULY-delivery-rate-2020.png?fit=scale&amp;fm=png&amp;h=694&amp;w=1024 1024w, https://media.kit.com/post/glgJjpix-JULY-delivery-rate-2020.png?fit=scale&amp;fm=png&amp;h=520&amp;w=768 768w, https://media.kit.com/post/glgJjpix-JULY-delivery-rate-2020.png?fit=scale&amp;fm=png&amp;h=400&amp;w=590 590w, https://media.kit.com/post/glgJjpix-JULY-delivery-rate-2020.png?fit=scale&amp;fm=png&amp;h=240&amp;w=354 354w, https://media.kit.com/post/glgJjpix-JULY-delivery-rate-2020.png?fit=scale&amp;fm=png&amp;h=1040&amp;w=1536 1536w, https://media.kit.com/post/glgJjpix-JULY-delivery-rate-2020.png?fit=scale&amp;fm=png&amp;h=1387&amp;w=2048 2048w, https://media.kit.com/post/glgJjpix-JULY-delivery-rate-2020.png?fm=png 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 to 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 />
Volume: 690 million messages<br />
Delivery rate: <span style="color: #339966;">99.67%</span></p>
<p><strong>2. Yahoo.com</strong><br />
Volume: 128 million messages<br />
Delivery rate: <span style="color: #339966;">99.92%</span></p>
<p><strong>3. Hotmail.com</strong><br />
Volume: 110 million messages<br />
Delivery rate: <span style="color: #339966;">99.87%</span></p>
<p><strong>4. AOL.com</strong><br />
Volume: 30 million messages<br />
Delivery rate: <span style="color: #339966;">99.94%</span></p>
<p><strong>5. Outlook.com</strong><br />
Volume: 13 million messages<br />
Delivery rate: <span style="color: #339966;">99.88%</span></p>
<h2>The average open rate of all emails sent through Kit was <span style="color: #339966;">29%</span>.</h2>
<p>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:</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" 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=321&amp;w=590 590w, 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" /><br />
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>.</p>
<h2>Our system-wide complaint rate remained over 10x lower than industry standard</h2>
<p>A <strong>complaint</strong> 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.</p>
<p>In the email industry, a complaint rate less than 0.1% is seen as healthy. <strong>Kit&#8217;s complaint rate in September was 0.009%</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>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.</p>
<p>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!</p>
<p><a href="https://www.youtube.com/watch?v=R4jWssohH3I&amp;t" target="_blank" rel="noopener noreferrer">Video: How to improve your deliverability by excluding cold subscribers</a></p>
<p><img class="alignnone size-full wp-image-29598 lazy" data-src="https://media.kit.com/post/b3xmB4kH-alyssa_cold-subscribers_thumbnail.jpg?fm=pjpg" alt="How to improve your deliverability by excluding cold subscribers" width="1920" height="1080" srcset="https://media.kit.com/post/b3xmB4kH-alyssa_cold-subscribers_thumbnail.jpg?fit=scale&amp;fm=pjpg&amp;h=338&amp;w=600 600w, https://media.kit.com/post/b3xmB4kH-alyssa_cold-subscribers_thumbnail.jpg?fit=scale&amp;fm=pjpg&amp;h=576&amp;w=1024 1024w, https://media.kit.com/post/b3xmB4kH-alyssa_cold-subscribers_thumbnail.jpg?fit=scale&amp;fm=pjpg&amp;h=432&amp;w=768 768w, https://media.kit.com/post/b3xmB4kH-alyssa_cold-subscribers_thumbnail.jpg?fit=scale&amp;fm=pjpg&amp;h=864&amp;w=1536 1536w, https://media.kit.com/post/b3xmB4kH-alyssa_cold-subscribers_thumbnail.jpg?fit=scale&amp;fm=pjpg&amp;h=332&amp;w=590 590w, https://media.kit.com/post/b3xmB4kH-alyssa_cold-subscribers_thumbnail.jpg?fit=scale&amp;fm=pjpg&amp;h=219&amp;w=390 390w, https://media.kit.com/post/b3xmB4kH-alyssa_cold-subscribers_thumbnail.jpg?fit=scale&amp;fm=pjpg&amp;h=1152&amp;w=2048 2048w, https://media.kit.com/post/b3xmB4kH-alyssa_cold-subscribers_thumbnail.jpg?fm=pjpg 1920w" sizes="(max-width: 1920px) 100vw, 1920px" /></p></blockquote>
<h2>Industry news and Kit updates</h2>
<h3>Deliverability Defined Podcast</h3>
<p><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" srcset="https://media.kit.com/post/G8JSmbjJ-Screen-Shot-2020-06-22-at-10.21.54-PM.png?fit=scale&amp;fm=png&amp;h=336&amp;w=600 600w, https://media.kit.com/post/G8JSmbjJ-Screen-Shot-2020-06-22-at-10.21.54-PM.png?fit=scale&amp;fm=png&amp;h=574&amp;w=1024 1024w, https://media.kit.com/post/G8JSmbjJ-Screen-Shot-2020-06-22-at-10.21.54-PM.png?fit=scale&amp;fm=png&amp;h=431&amp;w=768 768w, https://media.kit.com/post/G8JSmbjJ-Screen-Shot-2020-06-22-at-10.21.54-PM.png?fit=scale&amp;fm=png&amp;h=331&amp;w=590 590w, https://media.kit.com/post/G8JSmbjJ-Screen-Shot-2020-06-22-at-10.21.54-PM.png?fit=scale&amp;fm=png&amp;h=219&amp;w=390 390w, https://media.kit.com/post/G8JSmbjJ-Screen-Shot-2020-06-22-at-10.21.54-PM.png?fit=scale&amp;fm=png&amp;h=861&amp;w=1536 1536w, https://media.kit.com/post/G8JSmbjJ-Screen-Shot-2020-06-22-at-10.21.54-PM.png?fit=scale&amp;fm=png&amp;h=1148&amp;w=2048 2048w, https://media.kit.com/post/G8JSmbjJ-Screen-Shot-2020-06-22-at-10.21.54-PM.png?fm=png 1252w" sizes="(max-width: 1252px) 100vw, 1252px" /></p>
<p>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!</p>
<ul>
<li><a href="https://kit.com/resources/blog/political-gmail-filter" target="_blank" rel="noopener noreferrer">Episode 14: Does Gmail filter emails based on political beliefs?</a></li>
<li><a href="https://kit.com/resources/blog/deliverability-faqs" target="_blank" rel="noopener noreferrer">Episode 15: Frequently asked questions about deliverability</a></li>
<li><a href="https://kit.com/resources/blog/inbox-placement-tests" target="_blank" rel="noopener noreferrer">Episode 16: Pros and Cons of inbox placement tests</a></li>
<li><a href="https://kit.com/resources/blog/deliverability-terminology" target="_blank" rel="noopener noreferrer">Episode 17: Deliverability terminology you need to know</a></li>
<li><a href="https://kit.com/resources/blog/diy-deliverability-audit" target="_blank" rel="noopener noreferrer">Episode 18: How to perform a self-led deliverability audit</a></li>
</ul>
<h3>Follow us on Instagram at <a href="https://www.instagram.com/deliverabilitydefined/" target="_blank" rel="noopener noreferrer">@DeliverabilityDefined</a> for weekly deliverability education and tips</h3>
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<p style="margin: 8px 0 0 0; padding: 0 4px;"><a style="color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;" href="https://www.instagram.com/p/CCZAgetBABG/?utm_source=ig_embed&amp;utm_campaign=loading" target="_blank" rel="noopener noreferrer">Authentication can be one of the most tricky deliverability topics to understand. In the latest episode, we help you achieve a basic understanding of authentication that you need to reach the inbox. And if you want to get extra nerdy, later in the episode we go into detail about the inner workings of SPF, DKIM, and DMARC. Link in bio to listen and subscribe! 💌</a></p>
<p style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;">A post shared by <a style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px;" href="https://www.instagram.com/deliverabilitydefined/?utm_source=ig_embed&amp;utm_campaign=loading" target="_blank" rel="noopener noreferrer"> Deliverability Defined</a> (@deliverabilitydefined) on <time style="font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;" datetime="2020-07-08T18:13:42+00:00">Jul 8, 2020 at 11:13am PDT</time></p>
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