Email Open Rate
Poor
<15%
Average
15-25%
Good
25-35%
Excellent
>35%
Varies by industry. B2B typically sees lower rates than B2C.
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Industry Benchmarks
15 metrics to measure your performance
Email Marketing Benchmarks
| 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% |
Email Click-Through Rate
Poor
<1%
Average
1-2.5%
Good
2.5-5%
Excellent
>5%
Measured as clicks / delivered emails.
Email Reply Rate (Cold)
Poor
<1%
Average
1-3%
Good
3-8%
Excellent
>8%
For cold outreach campaigns. Warm emails see much higher rates.
Unsubscribe Rate
Poor
>0.5%
Average
0.2-0.5%
Good
0.1-0.2%
Excellent
<0.1%
Per email sent. Higher rates indicate list or content issues.
Sales Benchmarks
| 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 |
Lead Response Time
Poor
>24 hours
Average
1-24 hours
Good
5-60 min
Excellent
<5 min
Speed to lead is critical. Response within 5 min is 100x more effective than 30 min.
Lead-to-Meeting Rate
Poor
<2%
Average
2-5%
Good
5-10%
Excellent
>10%
Percentage of leads that convert to scheduled meetings.
Meeting Show Rate
Poor
<60%
Average
60-75%
Good
75-85%
Excellent
>85%
Confirmation emails and reminders significantly improve show rates.
Demo-to-Close Rate
Poor
<10%
Average
10-20%
Good
20-35%
Excellent
>35%
Varies significantly by deal size and sales cycle length.
Sales Cycle Length (SMB)
Poor
>60 days
Average
30-60 days
Good
14-30 days
Excellent
<14 days
For deals under $10k. Enterprise deals take much longer.
Marketing Benchmarks
| 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% |
Cost Per Lead (CPL)
Poor
>$200
Average
$100-200
Good
$50-100
Excellent
<$50
Varies dramatically by industry and lead quality. B2B typically higher than B2C.
Marketing Qualified Lead (MQL) Rate
Poor
<5%
Average
5-15%
Good
15-30%
Excellent
>30%
Percentage of leads that qualify as MQLs based on scoring criteria.
MQL-to-SQL Conversion
Poor
<10%
Average
10-25%
Good
25-40%
Excellent
>40%
Indicates alignment between marketing and sales qualification criteria.
Landing Page Conversion Rate
Poor
<2%
Average
2-5%
Good
5-10%
Excellent
>10%
For lead generation landing pages. E-commerce conversion rates are typically lower.
Website Benchmarks
| 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.