What is a realistic open/click/reply rate benchmark?

Cold email benchmarks vary widely based on targeting quality, messaging, and industry. These ranges provide orientation.

Open rates:

Typical range: 20% to 50%

Below 20%: Possible deliverability or subject line issues

Above 50%: Strong targeting or brand recognition

Caveat: Apple Mail Privacy Protection makes opens unreliable

Click rates (if including links):

Typical range: 1% to 5%

Below 1%: Content not compelling or wrong audience

Above 5%: Strong value proposition and targeting

Reply rates:

Typical range: 1% to 10%

Below 1%: Serious targeting or messaging problems

1% to 3%: Acceptable for broad outreach

3% to 10%: Good targeting and relevant messaging

Above 10%: Exceptional targeting or warm introductions

Positive reply rate:

Of total replies, 30% to 50% positive is reasonable

Higher positive ratios indicate better targeting

Context matters:

Enterprise sales: Lower rates but higher value per response

Transactional offerings: Can achieve higher rates with good fit

Saturated markets: Expect lower across all metrics