B2B Cold Email Benchmarks (2024)
Stop chasing vanity metrics. Open tracking is inherently flawed due to Apple's Mail Privacy Protection and enterprise security scanners. Focus on the metrics that drive revenue.
| Metric | Poor | Average | Excellent |
|---|---|---|---|
| Bounce Rate | >5% | 2-5% | <2% |
| Open Rate (Estimated) | <30% | 40-50% | >60% |
| Reply Rate (Total) | <1% | 2-5% | >10% |
| Positive Reply Rate | <0.5% | 1-2% | >3% |
Why Open Rates Are Dead
Security software (like Proofpoint or Mimecast) often pre-fetches images in emails to scan them, triggering a false "open." Conversely, many clients block images by default, suppressing real opens. Remove tracking pixels entirely to boost deliverability.
FAQ
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How do I measure success without open tracking?
Measure reply rates and booked meetings. If you sent 100 emails and booked 2 meetings, your campaign is successful, regardless of the recorded open rate.