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.
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