Email Open Rate
Poor
<15%
Average
15-25%
Good
25-35%
Excellent
>35%
Varies by industry. B2B typically sees lower rates than B2C.
15 metrics to measure your performance
| Metric | Poor | Average | Good | Excellent |
|---|---|---|---|---|
| Email Open Rate Varies by industry. B2B typically sees lower rates than B2C. | <15% | 15-25% | 25-35% | >35% |
| Email Click-Through Rate Measured as clicks / delivered emails. | <1% | 1-2.5% | 2.5-5% | >5% |
| Email Reply Rate (Cold) For cold outreach campaigns. Warm emails see much higher rates. | <1% | 1-3% | 3-8% | >8% |
| Unsubscribe Rate Per email sent. Higher rates indicate list or content issues. | >0.5% | 0.2-0.5% | 0.1-0.2% | <0.1% |
| Metric | Poor | Average | Good | Excellent |
|---|---|---|---|---|
| Lead Response Time Speed to lead is critical. Response within 5 min is 100x more effective than 30 min. | >24 hours | 1-24 hours | 5-60 min | <5 min |
| Lead-to-Meeting Rate Percentage of leads that convert to scheduled meetings. | <2% | 2-5% | 5-10% | >10% |
| Meeting Show Rate Confirmation emails and reminders significantly improve show rates. | <60% | 60-75% | 75-85% | >85% |
| Demo-to-Close Rate Varies significantly by deal size and sales cycle length. | <10% | 10-20% | 20-35% | >35% |
| Sales Cycle Length (SMB) For deals under $10k. Enterprise deals take much longer. | >60 days | 30-60 days | 14-30 days | <14 days |
| Metric | Poor | Average | Good | Excellent |
|---|---|---|---|---|
| Cost Per Lead (CPL) Varies dramatically by industry and lead quality. B2B typically higher than B2C. | >$200 | $100-200 | $50-100 | <$50 |
| Marketing Qualified Lead (MQL) Rate Percentage of leads that qualify as MQLs based on scoring criteria. | <5% | 5-15% | 15-30% | >30% |
| MQL-to-SQL Conversion Indicates alignment between marketing and sales qualification criteria. | <10% | 10-25% | 25-40% | >40% |
| Landing Page Conversion Rate For lead generation landing pages. E-commerce conversion rates are typically lower. | <2% | 2-5% | 5-10% | >10% |
| Metric | Poor | Average | Good | Excellent |
|---|---|---|---|---|
| Website Bounce Rate Blog posts naturally have higher bounce rates than product pages. | >70% | 50-70% | 30-50% | <30% |
| Average Session Duration Longer is generally better, but depends on page purpose. | <30 sec | 30 sec - 2 min | 2-4 min | >4 min |
Note: Benchmarks vary by industry, company size, and market segment. Use these as directional guidance, not absolute standards. Your specific context may warrant different targets.