Media Kit Email Benchmarks
Media kit emails deliver a package of brand assets — logos, product images, executive bios, brand guidelines and fact sheets — to journalists, influencers, partners and event organisers. These emails serve a practical function: making it easy for others to represent your brand accurately.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 42-55% | 62%+ | 72%+ |
| Click-Through Rate | 12-25% | 32%+ | 45%+ |
| Kit Download Rate | 18-35% | 42%+ | 58%+ |
| Click-to-Open Rate | 28-42% | 50%+ | 62%+ |
| Unsubscribe Rate | 0.15-0.3% | Below 0.1% | Below 0.05% |
Why Media Kit Benchmarks Matter
A media kit email often reaches recipients at a moment of high intent — a journalist writing a story, an influencer considering a partnership or an event organiser selecting speakers. Making brand assets easy to access at this moment can be the difference between being featured and being overlooked. The download rate reflects how well the email reduces friction to accessing assets.
Benchmarks by Delivery Method
| Delivery Method | Open Rate | Download Rate |
|---|---|---|
| Direct attachment or ZIP | 42-55% | 22-38% |
| Download link to hosted kit | 40-52% | 15-30% |
| Link to media page or portal | 38-48% | 12-25% |
| Cloud drive folder link | 35-45% | 10-20% |
Best Practices
- Provide the most commonly requested assets immediately — logo files in multiple formats, headshots and a one-page fact sheet
- Organise assets clearly with descriptive filenames and a simple index explaining what each file contains
- Include direct contact information for the person who can handle follow-up questions
- Keep the media kit updated; an outdated kit with old logos or incorrect information damages credibility
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Frequently Asked Questions
A good download rate is 18-35%. Direct attachment delivery achieves the highest rates because it eliminates the extra step of visiting a download page. If recipients need to click through to a portal, expect lower but still meaningful engagement.
Include logo files in vector and PNG formats, executive headshots, a one-page company fact sheet, brand colour codes and typography information, and recent press coverage or awards. The goal is to provide everything a journalist or partner needs to feature your brand accurately in a single delivery.
Yes. Media kit emails sent in response to a specific request should reference the request and the recipient's publication or platform. Broadcast media kit emails sent to press lists can be less personalised but should still segment by recipient type — journalists, influencers and partners have different asset needs.