What is the average freight forwarders brokers email contacts rate?

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In the logistics and supply chain industry, freight forwarders’ brokers play a crucial role in coordinating shipments and managing the transportation of goods across borders. One key aspect of their operation, especially in sales and marketing, is the effectiveness of email communication. The average email contact rate — the percentage of emails sent that successfully reach and engage freight forwarder brokers — is an important metric for businesses looking to establish or grow relationships in this sector.

What is the Email Contact Rate?
The email contact rate generally refers to the ratio of valid, active email addresses that result in successful contact or engagement when reaching out to freight forwarders’ brokers. It differs from open rates or response rates as it primarily measures the validity and deliverability of email addresses on contact lists. For freight forwarder brokers, this metric is vital when companies perform email marketing campaigns or direct outreach efforts, as it determines how many prospects can actually be reached via email.

Average Email Contact Rates in Freight Forwarding
Based on industry data and marketing benchmarks for B2B sectors, the average freight forwarders brokers email contacts contact rate for freight forwarder brokers typically falls between 60% to 75%. This means that out of every 100 email addresses in a freight forwarding broker database, about 60 to 75 are valid and active, enabling companies to successfully deliver their messages.

Several factors influence this rate:

Quality of Data Sources: Lists acquired from verified logistics industry directories or professional associations tend to have higher accuracy compared to those gathered from generic web scraping or outdated databases.

Industry Specificity: Freight forwarding is a niche sector. Targeted lists focusing specifically on brokers, rather than a broad logistics audience, yield better contact rates.

Email Verification Tools: Using modern email validation software can improve deliverability by removing invalid or risky addresses before outreach.

Challenges Affecting Email Contact Rates
Frequent Turnover: The freight forwarding industry experiences considerable staff changes, causing many email addresses to become obsolete quickly.

Role-Specific Emails: Brokers often use company-specific or shared emails, which can affect direct contact.

Spam Filters and Deliverability: Even valid emails may sometimes fail to reach inboxes due to stringent spam filters, reducing effective contact rates.

Improving Email Contact Rates
To maximize the contact rate when reaching out to freight forwarders’ brokers, companies should:

Regularly update their email lists through subscription confirmations and database cleansing.

Focus on building relationships through multichannel approaches, combining email with phone calls or LinkedIn outreach.

Use personalized, relevant messaging to increase engagement and reduce bounce rates.

Why Does This Matter?
For businesses like freight forwarders, carriers, or suppliers, reaching brokers via email is essential for sales, partnership development, and customer service. Understanding the average email contact rate helps set realistic expectations and optimize outreach strategies, ensuring resources are invested wisely and contacts are nurtured effectively.