Replace: Please discover our newest deliverability check outcomes from April 2022 right here.
That is the sixth e mail deliverability check we’ve carried out, and, as with each check, it introduced fairly a number of surprises. In the event you’d prefer to make a comparability between this check and the earlier one, take a look at our check from February 2020.
For these of you who’re coming throughout our assessments for the primary time, that is one thing we began doing again in August 2017 so as to monitor the deliverability charges of the world’s hottest e mail advertising and marketing companies. The variety of suppliers we take a look at has elevated barely since then – this spherical we included a complete of 12 completely different e mail companies.
How are the assessments carried out?
In a nutshell, 5 separate assessments are carried out over the course of 5 weeks, utilizing the supply testing device Glockapps. You possibly can learn extra about our methodology right here, and likewise see how the instruments have carried out through the years.
Desk of Contents
However First, What’s E-mail Deliverability?
Earlier than we get into analyzing the outcomes, I needed to share the definitions for the next phrases, in order to keep away from any confusion.
E-mail supply is when an e mail is efficiently delivered to the receiving server
E-mail deliverability is when an e mail efficiently arrives within the individual’s inbox
Simply because your e mail was delivered, doesn’t imply that it made it into the fitting place, i.e. the reader’s important inbox. There are, in reality, numerous locations your e mail can go:
- the spam/junk folder;
- within the case of Gmail, the Promotions tab;
- or, worst of all, it doesn’t get delivered in any respect
The time period ‘e mail deliverability’ covers all of the above situations, and that’s what we’re eager about.
So, are you prepared for the outcomes of our e mail deliverability check?!
E-mail Deliverability Rankings: Takeaways
- ConvertKit, who actually shocked us final spherical with very poor deliverability scores, got here out #1 on this spherical of testing!
- Mailjet, one of many smaller suppliers, has held on to its quantity 2 spot with 94%
- MailerLite managed to get again up into the 90s after a shock drop in our earlier assessments
- Sendinblue, who took the primary spot for finest deliverability final spherical, has dropped proper all the way down to tenth with 76%
- ActiveCampaign, as soon as the reigning champ of deliverability, has taken an enormous hit with simply 73%
- GetResponse was the one supplier to not land a single e mail in Gmail’s important inbox (100% landed within the Promotions folder)
- Benchmark has seen a slight enchancment in outcomes, but it nonetheless solely has a deliverability price of 66%
- Total, the common deliverability has gone up. In reality, it’s the best it’s been since we began testing in 2017. That’s a very optimistic indicator that e mail advertising and marketing companies are investing extra assets on this space
The place did the emails find yourself?
The desk beneath reveals the averages for the place emails ended up for every supplier: the primary inbox, one other tab, the spam folder, or in the event that they went lacking.
| TOOL | MAIN INBOX % | TABS % | SPAM % | MISSING % |
|---|---|---|---|---|
| ConvertKit | 85.6% | 9.8% | 2.4% | 2.2% |
| Mailjet | 76.3% | 17.1% | 2.4% | 4.1% |
| CleverReach | 81.6% | 11.1% | 5.1% | 2.2% |
| Mailchimp | 75.3% | 16.0% | 8.4% | 0.3% |
| MailerLite | 70.8% | 19.8% | 8.4% | 1.1% |
| Fixed Contact | 78.8% | 10.2% | 5.0% | 6.2% |
| Drip | 76.3% | 9.8% | 4.1% | 9.8% |
| GetResponse | 62.1% | 23.6% | 6.7% | 7.6% |
| Aweber | 65.8% | 17.1% | 13.9% | 3.2% |
| Sendinblue | 68.3% | 7.6% | 22.8% | 1.4% |
| Energetic Marketing campaign | 62.0% | 11.2% | 5.4% | 21.8% |
| Benchmark | 48.2% | 18.2% | 18.2% | 15.5% |
- The suppliers least probably to have emails find yourself in spam have been ConvertKit (2.4%), Mailjet (2.4%) and Drip (4.1%)
- The suppliers probably to be flagged as spam have been Sendinblue (22.7%), Benchmark (18.2%) and AWeber (13.9%)
- The suppliers least probably to have emails go lacking have been Mailchimp (0.27%) and MailerLite (1.07%)
- The suppliers probably to have emails go lacking have been ActiveCampaign (21.77%) and Benchmark (15.49%)
Deliverability to Most Fashionable Mailbox Suppliers
There are heaps of mailbox suppliers on the market, and whereas our assessments have been despatched to over 30 completely different ISPs internationally, we couldn’t document all of them. As an alternative, they have been weighted based on significance. The next desk summarizes the typical deliverability charges to Gmail, Yahoo, Microsoft (Hotmail + Outlook) and AOL. For Gmail, we’ve differentiated between the emails that arrived in the primary inbox and the Promotions tab.
| TOOL | GMAIL INBOX % | GMAIL PROMOTIONS % | YAHOO % | MICROSOFT % | AOL % |
|---|---|---|---|---|---|
| ConvertKit | 60% | 40% | 100% | 100% | 100% |
| Mailjet | 40% | 60% | 95.6% | 100% | 57.1% |
| CleverReach | 60% | 40% | 97.8% | 98.6% | 94.3% |
| Mailchimp | 40% | 60% | 100% | 80% | 100% |
| MailerLite | 20% | 80% | 100% | 61.4% | 100% |
| Fixed Contact | 60% | 40% | 100% | 100% | 100% |
| Drip | 60% | 40% | 100% | 94.3% | 74.3% |
| GetResponse | 0% | 100% | 100% | 80% | 100% |
| Aweber | 18.6% | 74.1% | 100% | 61.4% | 100% |
| Sendinblue | 80% | 20% | 0% | 100% | 0% |
| ActiveCampaign | 60% | 40% | 91.1% | 48.6% | 0% |
| Benchmark | 25.7% | 74.3% | 20% | 51.4% | 20% |
- The suppliers probably to finish up in Gmail’s important inbox have been Sendinblue (80%), CleverReach (60%), ActiveCampaign (60%), Fixed Contact (60%), ConvertKit (60%) and Drip (60%)
- The suppliers probably to finish up in Gmail’s Promotions tab have been GetResponse (100%) and MailerLite (80%)
- Sendinblue, Fixed Contact, ConvertKit and Mailjet have been in a position to attain Outlook and Hotmail inboxes 100% of the time
- Sendinblue and ActiveCampaign did not handle to get a single e mail into AOL mailboxes. Sendinblue additionally noticed all its emails go undelivered to Yahoo addresses
Total scores based mostly on historic efficiency
Simply because a supplier hasn’t carried out fairly so properly this spherical, doesn’t imply it does not have a superb deliverability observe document. We’ve assigned a star score to every supplier based mostly on its total efficiency over the final 3 rounds of testing. You can too see whether or not it’s carried out higher or worse in comparison with the final spherical.
| TOOL | STAR RATING | CHANGE SINCE LAST ROUND |
|---|---|---|
| Mailjet | 4.5 | → |
| Fixed Contact | 4 | ↓ |
| MailChimp | 4 | ↑ |
| MailerLite | 4 | ↓ |
| Sendinblue | 4 | ↓ |
| ActiveCampaign | 4 | ↓ |
| Drip | 3.5 | ↑ |
| CleverReach | 3.5 | ↑ |
| AWeber | 3.5 | ↓ |
| GetResponse | 3.5 | ↑ |
| ConvertKit | 3.5 | ↑ |
| Benchmark | 0.5 | ↑ |
ConvertKit takes our primary spot, in addition to our ‘Greatest deliverability’ award.
ConvertKit additionally wins our ‘Most improved’ award for deliverability, with a 58% enchancment since final spherical (Feb 2020).
How does this have an effect on my e mail advertising and marketing technique?
Whenever you’re selecting a supplier, make it possible for it has good supply charges – we’d suggest referring to our historic knowledge to see the upward or downward developments of every device. You can too do your individual assessments with Glockapps – here’s a pattern report.
E-mail Deliverability Take a look at: Conclusion
So there you’ve gotten it, one other accomplished deliverability check. Although I hope that you simply’ve discovered it to be helpful, I like to recommend that you simply use it as a reference alongside your individual analysis.
In the event you’re utilizing a device that’s gone down this spherical (i.e. ActiveCampaign) don’t panic. Check out your experiences and conduct a number of assessments of your individual utilizing Glockapps or one other service. Simply because it’s carried out badly this spherical, doesn’t imply it received’t bounce again subsequent time (as we’ve seen with MailerLite this spherical).
In the event you’re at the moment on the lookout for a brand new device, benefit from free plans and trial durations l to run assessments.
Maintain an eye fixed out for our subsequent spherical (outcomes launched early 2021) to seek out out if ConvertKit can maintain the highest spot or if it is going to fall again to earlier ranges. We’re additionally intrigued to see how Mailjet will carry out after seeing such good outcomes this spherical and final – maybe it might get to the primary spot?
