Average PR Agency Email Benchmarks
PR agencies use email for media pitching, thought leadership distribution, and business development. Average open rates range from 20% to 30%, with CTR between 2.5% and 5%.
Key Findings
- Open rates of 20–30%, with media advisories reaching 30-38%
- Click-through rates of 2.5–5%, with case study links performing best
- Subject lines referencing specific journalists, outlets, or client results outperform generic pitches
- Media list segmentation by beat and outlet type significantly improves engagement
Open Rate Benchmarks
Media advisories achieve 30-38%. New business credentials reach 25-32%. Thought leadership and bylined article distribution averages 22-28%. General agency newsletters see 18-24%.
Best Practices
- Segment media lists by beat, outlet type, and geography for journalist relevance
- Reference specific journalists or outlets in subject lines when appropriate
- Keep pitches concise — journalists receive hundreds of emails daily
- Send new business case studies as dedicated emails rather than newsletter inclusions
Frequently Asked Questions
What is a good open rate for PR email? 20-30% average, with media advisories reaching 30%+.
How can PR agencies improve email engagement with journalists? Personalise every pitch, reference the journalist's recent work, and keep content concise. Journalists are overwhelmed with pitches — relevance and brevity win.
Related Benchmarks
Industry — Accounting Bookkeeping Email Marketing Benchmarks
Email marketing benchmarks for accounting, tax and bookkeeping firms covering tax season campaigns, client retention nurture and financial advisory content. Open rates 22-30%, CTR 2-5%.
Advertising & AdTech — Email Marketing Benchmarks
Advertising and AdTech industry email benchmarks for platform updates, campaign performance reports, and client acquisition with open rates of 18-25% and CTR of 2-4%.
Aerospace & Defense — Email Marketing Benchmarks
Aerospace and defense industry email benchmarks for B2B engineering content, regulatory updates, and product announcements with open rates of 21-27% and CTR of 2-4.5%.
Agriculture & Farming Industry Email Marketing Benchmarks
Email marketing benchmarks for agriculture, farming, and agribusiness. Supply chain updates, seasonal communications, equipment promotions, and grower education campaigns.
Alternative Medicine — Email Marketing Benchmarks
Email marketing benchmarks for alternative and holistic medicine. Chiropractic, acupuncture, naturopathy, massage therapy. Open rates 22-30%, CTR 3-6%, wellness content focused.
Architecture Firm Email Marketing Benchmarks
Email marketing benchmarks for architecture firms, architectural studios, and design-build practices. Portfolio showcases, project updates, thought leadership, and business development campaigns.