In telemarketing, contact rate is a critical metric that measures how often agents successfully reach the intended person or decision-maker when making calls. It’s typically expressed as a percentage of the total calls made that result in live conversations with the right contacts. Understanding what constitutes a “good” contact rate helps businesses evaluate the effectiveness of their calling lists, agent performance, and overall campaign success.
Defining Contact Rate
Contact rate = (Number of successful contacts buy telemarketing data with the right person ÷ Total calls made) × 100%
A successful contact means that the telemarketer connects with a live, qualified person who is the right decision-maker or key influencer—not just any person who answers the phone.
Typical Contact Rate Benchmarks
The average contact rate in telemarketing campaigns generally falls between 5% and 20%, but this can vary widely depending on several factors:
Type of campaign: B2B calls often have lower contact rates than B2C because decision-makers are harder to reach.
Quality of contact list: Up-to-date and well-segmented lists yield higher contact rates.
Time and day of calling: Calling during business hours for B2B, or early evening for B2C, improves chances of contact.
Industry: Some industries have gatekeepers or strict call screening, reducing contact rates.
Examples:
B2B campaigns: Contact rates typically range from 5% to 15%. Decision-makers are busy and often screened by assistants.
B2C campaigns: Contact rates can be higher, often between 10% and 20%, as consumers are easier to reach.
What Is Considered a Good Contact Rate?
A good contact rate depends on your specific context, but generally:
10% and above is considered good for most telemarketing campaigns.
Above 15% is excellent and suggests your list quality and calling strategy are strong.
Below 5% usually indicates problems such as outdated data, poor timing, or ineffective dialing tactics.