Why is my cold email reply rate under 1%?

Common causes are a broad list, a long or generic email, no follow-ups, or emails landing in spam. Check deliverability first, then the list.

Do open rates still matter?

Less than they used to. Some mail apps preload images, which inflates opens, so replies are the number to trust.

What Is a Good Cold Email Reply Rate? 2026 Benchmarks Explained

Published cold email reply rates, 2026

Replies over all sends, large study
0.45%
Average reported by one vendor
1.4%
Platform-wide average, 20 million emails
3.43%
Called solid for B2B
5 to 10%
Called excellent
10%+

Different studies count differently, so these are not one scale. Replies over sends comes out lowest.

The short answer: most sources put a typical B2B cold email reply rate between 1% and 5%, call 5% to 10% good, and 10% or more excellent. But the published averages range from 0.45% to 3.43%, because they count differently. Decide how you will count before you compare yourself to anyone.

Why the numbers disagree

Every benchmark is a division, and the answer depends on what goes underneath:

Replies divided by emails sent includes bounces and unsubscribes in the bottom, so the rate comes out low. One large study of millions of emails sent in 2025 found an average of 0.45% this way.
Replies divided by emails delivered removes bounces, which gives a higher, fairer number.
Positive replies only drops "no thanks" and out-of-office replies, and is the number that predicts calls booked.

Most of the studies are published by companies that sell cold email software, so treat them as directional, not as promises.

What the studies report

The chart at the top shows the main figures from 2026 reports. They are different measures, so do not read them as one scale.

What moves your reply rate

In order of effect, from what the same sources and our own guides keep finding:

The list. Writing only to companies that visibly have the problem beats any copy trick. See how to sell to one kind of buyer.
The first line. One true, specific fact about their company, not a merge tag.
Length. Under about 100 words, with one ask.
Follow-ups. One to three, over one to two weeks. Many replies arrive after the second message. See how many follow-ups to send.
Deliverability. An email that lands in spam cannot be answered. See the setup checklist.

How to measure your own

Track four numbers per campaign: sent, delivered, replied, positive replies. After 200 emails you have a real rate for your list, and that beats any benchmark. Change one thing at a time so you know what moved it.

Where Touchbase fits

Touchbase shows each email, who replied, and which first line led to a conversation, so you can see your own rates without a spreadsheet. It also finds the companies and drafts each email for you to approve.

Find your first customers with Touchbase

Touchbase finds companies that fit what you sell, writes each first email for you to approve, and handles the follow-ups. It is free to start, with no card.

Start free

Questions

What is a good cold email reply rate?: Most sources call 5% to 10% good for B2B, with 1% to 5% typical. Always check whether a figure counts all replies or positive replies only.
Why is my cold email reply rate under 1%?: Common causes are a broad list, a long or generic email, no follow-ups, or emails landing in spam. Check deliverability first, then the list.
Do open rates still matter?: Less than they used to. Some mail apps preload images, which inflates opens, so replies are the number to trust.