Definition
Reply rate is the percentage of people you emailed who replied.
reply rate = replies ÷ people contacted × 100
Positive reply rate counts only interested replies ("yes", "tell me more", "send it").
Why it matters more than open rate
Open tracking is unreliable because of privacy features that pre-load images. Replies are real human actions, so most cold emailers judge campaigns by replies and positive replies.
What affects it
- targeting — are these people who have the problem?
- offer — is it specific and easy to accept?
- personalisation — does the first line show you looked?
- deliverability — are you reaching the inbox?
- follow-ups — many replies come later in the sequence
- timing — season and time of day
How to improve it
See improving reply rates. In short: tighten the list, sharpen the offer, personalise the opening and follow up.
Benchmarks
Reply rates vary hugely by audience and offer. Compare against your own past campaigns and segments rather than industry headlines.
Example
You email 400 people and get 24 replies: 10 interested, 8 "not now", 6 "no thanks". Reply rate = 6%; positive reply rate = 2.5%.
Key takeaways
- Reply rate is replies divided by people contacted.
- Positive reply rate shows real interest.
- Judge campaigns by replies, not opens.