Hey Reader,

Let's talk about the one thing that can tank your email marketing without you even realizing it...

I've been seeing a lot of conversations on threads about creators jumping ship from their email platforms, and it's got me thinking about what REALLY matters when you're choosing an email service provider (ESP).

If you want to see some of the threads, just search Kit deliverability, as a lot of them are discussing their switch to Kit (formerly ConvertKit) as a result of it.

Here's the quick version if you're short on time:

• Pretty emails mean nothing if they’re not reaching inboxes.
• Deliverability > aesthetics, every time.
• Low open rates = low impact (and low revenue).
• I switched platforms earlier this year, and I’ve seen the difference.

Let's get into it...

The Pretty Email Problem

Listen, I get it.

We all want our emails to look beautiful and on-brand. On brand is MY THING.

But here's the thing about email marketing that nobody talks about enough... if all those pretty emails are getting flagged as spam, who are they actually helping?

I've been watching creators struggle with platforms that promise stunning templates but deliver disappointing open rates.

And that's not just an ego thing – that's a BUSINESS problem.

Think about it this way: if you're spending time crafting emails that only 15% of your subscribers see instead of the 35-40% industry average, you're essentially shouting into the void. 🗣️

What Actually Matters in Email Marketing

When you're choosing an email platform, here's what should be at the top of your priority list:

Deliverability rates - Are your emails actually reaching inboxes?

Open rates - Are people seeing what you send?

Click-through rates - Are subscribers taking action?

Automation capabilities - Can it grow with your business?

Customer support - Will they help when things go sideways?

Notice I didn't mention "gorgeous templates" in that list? That's intentional.

You can create beautiful, on-brand emails with basic formatting and a clear message. But you can't fake good deliverability.

My Kit Experience (The Real Numbers)

I'll be straight with you, I moved to Kit at the beginning of this year, and the difference has been a good one.

I have used and tried out several ESPs, your favorites, and even some you probably never heard of.

Ultimately, I love my experience with Kit and plan to be here.

Here's what's actually happened since I made the switch:

I've become way more consistent with sending emails.

I send out my weekly Tips Tuesday emails almost effortlessly, because their interface just makes sense to me.

(If you use WordPress, Kit’s interface is super intuitive—makes turning posts into emails a breeze.)

My deliverability rates have stayed strong, consistently hitting primary inboxes.

I had a fairly good rate already, but when switching, there is always a concern that it might drop, especially if you don't set things up properly.

My click-through rates have actually increased

Which means more people are taking action on my emails

My subscriber list has stayed steady

In full transparency, there are regular unsubscribes, but honestly, if people unsubscribe because my content isn't aligned with them anymore, that's a good thing!

Not to mention that it is in line with my growth rate, so I am not concerned.

But here's the best part...

I'm spending less time fighting with my email platform and more time creating content that serves my people.

What This Means for Your Business

Low deliverability isn't just about vanity metrics – it's about your bottom line. The dollas 💵

When your emails don't reach your subscribers, you're missing opportunities to:

• Share valuable content that builds trust
• Promote your services to people who want to hear from you
• Nurture relationships that turn into paying clients
• Stay top-of-mind with your audience

Every email that lands in a spam folder is a missed connection with someone who chose to be on your list. And we just don't want that!

The Bottom Line

Your email service provider should work as hard as you do to make sure your message gets delivered.

Pretty templates are nice to have, but reliable delivery is ESSENTIAL to have.

I haven't written a full Kit review yet (that's coming soon!), but if you have specific questions about my experience with the platform, hit reply and let me know. I'll make sure to address them in the detailed review. I write them for you after all. But if you want to check it out for yourself, you can here.​

Remember: Your subscribers signed up to hear from YOU, not to admire your email design.

Make sure they actually get the chance to do that.

Need help setting up better email systems that actually reach your people, or picking a platform that works for you? Hit reply and let's talk about getting your email marketing working FOR your business instead of against it.

P.S. Don't forget to check your own email deliverability! Most platforms have analytics that show you these numbers. If you don't know where yours stand, that's the first thing to investigate.