Did you know that the conversion rate in telemarketing can make the difference between success and failure of your telephone campaigns? In Spain, a good overall conversion rate is between 1% and 3%, with an average of 2.5%. However, some specific channels such as referral traffic can reach up to 3.08% conversion.
When examining different sectors, we find significant variations in conversion rates. For example, e-commerce has a global average of 2.58%, while in Spain this figure drops to 1.11%. For B2B companies the numbers are quite different, with a 5% conversion rate from inquiries to qualified leads and an impressive 27% conversion rate from qualified leads to actual sales. Understanding how to calculate these percentages and determining which rate is optimal for your industry is certainly critical to properly assessing the performance of your campaigns.
In this article you will learn all about call center conversion rate, from its basic definition and calculation methods to the most up-to-date data from 2025. We will show you step by step how to correctly interpret your results and, most importantly, proven strategies to improve your conversion rate in telephone sales. Remember that knowing this data will help you set realistic goals and optimize your resources.
What is the conversion rate in telemarketing?
The conversion rate in telemarketing represents the percentage of calls that culminate in the desired result, whether it is a sale, an appointment or any other specific action your company is looking for. Unlike other channels, the telephone allows direct contact with the potential customer, which significantly influences how we measure and analyze its effectiveness.
Definition adapted to the telephone channel
In the world of telemarketing, conversion rate is defined as the percentage of calls that succeed in generating the desired action divided by the total number of calls made or received. This metric shows you how many of your phone interactions are producing positive results.
The basic formula for calculating this rate is simple:
Conversion rate = (Number of conversions ÷ Total number of calls) × 100%.
For example, if your team makes 1000 calls in a day and 200 of them end in a sale, the conversion rate would be 20%. However, remember that there is no standard conversion rate for all industries and types of telephone campaigns.
What is considered a “conversion” in telemarketing can vary depending on the objectives of your campaign:
- Scheduling an appointment or demonstration
- Direct sale of a product or service
- Gathering of qualified information
- Renewal of a contract
- Commitment through a deposit payment
In addition, different types of calls may have different conversion goals. For example, a cold call generally has a lower conversion rate than a follow-up call to a previously contacted lead.
Differences with digital channel conversion
Telemarketing has unique characteristics that differentiate it from other digital channels in terms of how conversion is measured and optimized:
Human factor: In telemarketing, the agent’s skill, tone of voice and persuasiveness directly influence the conversion rate. On the other hand, in digital channels such as email marketing or social networks, visual elements and written content have more weight.
Response time: While in digital marketing users may take their time to decide, in telemarketing the decision usually occurs during the call itself. In fact, studies indicate that following up in the first three minutes after an action can increase the conversion rate by 98%.
Measurement complexity: In digital channels it is easier to track conversions in an automated way, while telemarketing often requires manual logging or specialized systems to monitor results.
Different average rates: Email marketing can achieve conversion rates of up to 9.21%, significantly higher than the usual telemarketing rates. However, in well segmented telephone campaigns with optimized scripts, conversions can be more qualitative.
Depth of interaction: One advantage of telemarketing is the ability to adapt the speech in real time based on customer responses, allowing objections to be addressed immediately. On the other hand, digital channels offer a broader reach but less personalized interactions.
We recommend that you understand that telemarketing and digital campaigns do not compete with each other, but should ideally complement each other in an omnichannel strategy to maximize results and optimize the overall conversion rate.
How to calculate the conversion rate in telephone campaigns
To achieve good results in telemarketing, you need to properly measure your data. Accurately calculating the conversion rate will allow you to evaluate the real performance of your campaigns and make decisions based on concrete information.
Basic formula to calculate conversion rate
The formula for calculating the conversion rate in telemarketing is simple but very effective:
Conversion % = (Actual closings ÷ Customers contacted) × 100
In this equation, the “effective closings” are all those calls that ended successfully with the desired objective, while the “customers contacted” represent all the people with whom communication was effectively achieved.
Let’s look at a practical example: if your team managed to contact 80 prospects and 8 of them accepted your proposal, your conversion rate would be calculated like this:
Conversion % = 8 ÷ 80 = 0.1 = 10%.
Remember that this calculation does not include wrong numbers, voicemail or unanswered calls. You should only consider those where there was actual contact with the prospect.
What is considered a conversion in telemarketing?
A telemarketing conversion is not limited only to closed sales. In fact, any action aligned with your campaign objectives can be considered a valid conversion:
- Sales made: The most obvious, when the customer decides to buy the product or service offered.
- Appointment scheduling: To schedule a future meeting with the prospect.
- Qualified information gathering: Obtain relevant data from the potential customer.
- Payment commitments: Especially important in collection campaigns.
- Completed forms: When the objective is to obtain data.
- Completed surveys: For market research campaigns.
In short, any action that you expect the person contacted to take and that aligns with your business objectives constitutes a conversion.
Common mistakes when measuring conversions
Although the formula is simple, there are several common mistakes that can distort the interpretation of your conversion rate:
- Counting non-effective contacts: A common mistake is to include in the denominator calls that did not actually reach the recipient, such as voicemails or wrong numbers, which artificially reduces the rate.
- Not clearly defining what a conversion is: Without specific objectives, it is impossible to correctly measure performance. It is crucial to establish beforehand what actions constitute a conversion for your campaign.
- Measure irrelevant events: Not all actions have the same value. Focus on those that really impact your business objectives, such as purchases or registrations, rather than superficial metrics.
- Do not pre-test: Implementing measurement systems without verifying their accuracy can generate distorted data. Always perform simulations to confirm that you are capturing the information correctly.
- Ignoring micro-conversion tracking: Small actions within the sales process, such as requesting additional information, can give you valuable clues about customer behavior.
- Inefficient bots: If you use automated systems for call handling, make sure they are properly configured so you don’t lose important data.
- Not linking measurement systems: Lack of integration between your telemarketing tools and analytics systems can lead to loss of valuable information.
To improve your results, it is essential to have the right tools in place to accurately track conversions. The integration of an appropriate CRM greatly facilitates this process, providing you with accurate data on the performance of your telephone campaigns.
Average telemarketing conversion rate in 2025
Knowing the average conversion rates in the telemarketing industry is essential to set realistic goals and properly evaluate the performance of your campaigns. The latest data from 2025 shows interesting trends that can help you optimize your telemarketing strategies.
Actual data and benchmarks by call type
In 2025, the average overall conversion rate in telemarketing will be around 2.35%. However, this percentage varies significantly depending on the type of call:
- Cold calls: They have the lowest rate, with only 2% of calls resulting in effective meetings.
- Follow-up calls: They achieve much higher conversion rates, especially when made within the first three minutes after a customer action, and can increase the probability of conversion by up to 98%.
- First Call Resolution (FCR): The global benchmark remains between 70-75%, a key indicator for customer services.
Did you know that the time of the call also directly affects the results? Wednesdays and Thursdays show higher success rates compared to other days of the week, especially between 16:00 and 17:00.
Comparison with other channels: email, networks, ecommerce
Telemarketing shows significant differences when compared to other marketing channels:
- Email marketing: It has an average open rate of 18% and a click-through rate of 2.6%, with conversion rates that can reach up to 15%.
- Ecommerce: The overall average conversion rate is 2.1%, showing similarities with telemarketing, although with significant variations depending on the sector.
- Social networks: They have average conversion rates of 0.71%, significantly lower than telemarketing.
In specific sectors such as health and beauty, rates range from 2.8% to 3.5%, while food and beverages can reach up to 5.5%.
Factors influencing conversion percentage
What really determines the success of a telemarketing campaign in 2025? Several key factors:
- Quality of the database: This is the most determining factor. Working with outdated or incorrect data drastically reduces your chances of success.
- Preparation and strategy: A well-planned campaign with clear objectives significantly increases the probability of conversion.
- Timing of contact: Rates vary by time and day of the week, with peaks of effectiveness at specific times.
- Team training: The best trained agents achieve rates up to 28% higher than average.
- Regulations: In 2025, privacy and data protection regulations have become more stringent, directly impacting telemarketing strategies.
Remember that artificial intelligence is transforming the industry, allowing better segmentation and personalization of calls, which positively influences conversion rates. If you want to improve your results, consider implementing these technologies in your telemarketing strategy.
How to interpret your conversion rate
Interpreting conversion metrics correctly is as important as getting them. It’s not enough to calculate numbers; you need to understand what they really mean for your business and how to use them to improve your telemarketing results.
What is considered a good conversion rate?
There is no single answer as to what constitutes an ideal conversion rate in telemarketing, as it varies according to the industry, the target market and the type of service offered. However, in Spain a good conversion rate is generally considered to be between 1% and 3%. According to the most recent studies, the average conversion rate is 2.5%, while an ideal rate would be 5.5% or higher, and we can speak of a high rate when it exceeds 15%.
It is important to note that these values change significantly depending on factors such as:
- Type of industry (ecommerce, B2B, professional services)
- The source of traffic (organic, paid, referral)
- The device used
- The price of the product or service offered
Therefore, benchmarking should be done primarily against companies similar to yours.
How to use your own data as a reference
Rather than fixating solely on industry averages, it is more effective to analyze your own performance history. The first thing you should do is establish a baseline with your historical data to identify patterns and trends in your conversion rates.
To make better use of your own data:
- Periodically analyze your conversions by campaign, by agent and by market segment.
- Identify your best and worst periods to detect seasonal or circumstantial factors.
- Compare the results between different scripts or approaches used.
Also, segment your data by call type. Remember that cold calls will naturally have lower rates than follow-up calls to interested customers.
When to worry about a low rate
Although conversion rates fluctuate naturally, there are clear signs that indicate problems that require immediate attention. You should be concerned when:
- Your rate falls significantly below your historical average over an extended period of time.
- You observe a constant downward trend over several measurement cycles.
- Your ratio is well below the minimum acceptable for your industry (less than 1% in most cases).
- New campaigns generate much lower conversion rates than older campaigns with similar audiences.
In these cases, it is essential to review the quality of your database, the scripts used and the training of your sales team to identify and correct the underlying problems.
How to improve telemarketing conversion rates
Improving telemarketing conversion rates is not a matter of luck. Companies that achieve the best results apply proven methodologies to optimize every aspect of their telephone campaigns.
Database segmentation and quality
The database is the cornerstone of any successful campaign. Did you know that working with outdated information can reduce your conversion rate by up to 70%? That is why it is essential to keep your data clean and updated. Effective segmentation will allow you to target specific messages to each group of potential customers according to their demographic, behavioral or psychographic characteristics.
To maximize results, we recommend you develop calling strategies based on contactability patterns. For example, contacting retirees by landline during the day may be effective, while contacting employees would be counterproductive.
Sales team training
Well-trained agents can achieve conversion rates up to 28% higher than average. An effective training program should include:
- Development of confidence and resilient mindset in the face of rejection
- Techniques for overcoming objections and practicing active listening
- In-depth knowledge of the product and its differential value.
Don’t underestimate the power of hands-on sessions. Observing live calls with experienced trainers significantly increases the effectiveness of your telemarketers.
Use of flexible and customized scripts
Rigid scripts are counterproductive in modern telemarketing. An effective script should provide structure but allow for adaptation to each interaction. A good script includes:
- Clear introduction with agent identification
- Questions designed to uncover customer needs
- Prepared responses to common objections
- Closing oriented to the specific desired action
According to recent studies, custom scripts based on successful call analysis can increase conversions by 15% to 25%.
Importance of post-call follow-up
Post-call work is crucial to consolidate results. Companies that implement a structured follow-up improve their conversion rate significantly.
This follow-up includes: documenting key interaction information, scheduling follow-up calls, and setting up automated contact flows. Remember that following up in the first three minutes after a customer action can increase your conversion rate by up to 98%.
Also implement call tracking tools to identify which campaigns, times and messages generate the best results. This will allow you to continuously optimize your strategy based on real data.
Conclusion
The conversion rate in telemarketing is, without a doubt, the indicator that best reflects the success of your telephone campaigns. As you have seen throughout this article, although in Spain the average is between 1% and 3%, this percentage varies considerably depending on the sector, type of call and other key factors.
Recent data from 2025 confirms that telemarketing continues to be an effective tool when implemented correctly. Remember that general industry figures serve primarily as an initial benchmark. What is really valuable is to establish your own benchmarks based on historical results and your specific business objectives.
To maximize your conversion rate, you should focus on four key elements:
- Quality of your database
- Proper training of your team
- Flexible and customized scripts
- Structured post-call follow-up
Each of these components contributes significantly to the ultimate success of your telephone campaigns.
We also recommend you to validate phone numbers to purify your databases and avoid unnecessary costs in your campaigns. It is a simple step that significantly improves the return on your investment.
During 2025, companies that manage to properly balance technology and human factors will achieve the best results. Constant analysis, A/B testing and adapting to new trends will help you consistently outperform market averages.
What is the ultimate secret to improving your conversions? Understand that every call represents a unique opportunity for human connection. Your prospects don’t respond to robotic scripts, but to authentic conversations that solve their real problems. Therefore, the key to success is balancing operational efficiency with your team’s genuine ability to listen, understand and provide real value to each person on the other end of the line.
FAQs
Q1. What is the average conversion rate in telemarketing in 2025?
The average global conversion rate in telemarketing for 2025 is around 2.35%. However, this percentage varies by call type and industry. For example, cold calls have a lower rate, while follow-up calls can achieve significantly higher rates.
Q2. How is the conversion rate calculated in telephone campaigns?
The basic formula is: Conversion rate = (Number of conversions ÷ Total number of calls) × 100%. It is important to consider only calls that actually contacted the recipient and to clearly define what is considered a conversion for your specific campaign.
Q3. What factors influence the telemarketing conversion rate?
The main factors are the quality of the database, the preparation and strategy of the campaign, the timing of the contact, the training of the sales team and the regulations in force. In addition, the implementation of artificial intelligence is improving call segmentation and personalization.
Q4. How can I improve the conversion rate in my telemarketing campaigns?
To improve your conversion rate, focus on: maintaining an updated and well-segmented database, providing ongoing training to your sales team, using flexible and customized scripts, and structured post-call follow-up. It is also crucial to constantly analyze your results and adapt to emerging trends.
Q5. What is considered a good conversion rate in telemarketing?
In general, a good conversion rate in telemarketing is considered to be between 1% and 3%, with an average of 2.5%. An ideal conversion rate would be 5.5% or higher, while a high rate corresponds to more than 15%. However, these values can vary significantly depending on the industry, type of product or service, and other factors specific to each business.
