Press Release Email Benchmarks
Press release emails distribute major company announcements — funding rounds, acquisitions, product launches, leadership changes or significant milestones — directly to subscribers. These emails serve both a PR function, reaching media and industry contacts, and a customer communication function, keeping subscribers informed about company developments.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 35-48% | 55%+ | 65%+ |
| Click-Through Rate | 4-10% | 15%+ | 22%+ |
| Click-to-Open Rate | 12-22% | 30%+ | 42%+ |
| Unsubscribe Rate | 0.15-0.35% | Below 0.1% | Below 0.05% |
Why Press Release Benchmarks Matter
Major company announcements are among the most important emails a brand sends. They reach subscribers at a moment when perception of the company is being formed or updated. The email must communicate the news clearly, convey its significance and leave subscribers feeling positive about the company's direction — even if the news has no immediate impact on their use of the product.
Benchmarks by Announcement Type
| Announcement Type | Open Rate | CTR |
|---|---|---|
| Funding or acquisition | 40-55% | 5-12% |
| Product launch | 35-48% | 8-18% |
| Leadership or team news | 28-38% | 3-8% |
| Annual results or milestones | 32-45% | 4-10% |
Best Practices
- Lead with the news in the subject line — press release subject lines should be direct and factual rather than curiosity-driven
- Structure the email in a journalistic inverted pyramid: most important information first, supporting details second, background last
- Explain why the news matters to the subscriber, not just what happened — connect the announcement to subscriber value
- Include a quote from leadership to humanise the announcement and provide authentic perspective
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Frequently Asked Questions
Press release emails achieve open rates of 35-48%. Funding and acquisition announcements reach the highest rates at 40-55% because the news is inherently newsworthy. Leadership changes and operational updates see lower rates but are still important for transparency.
No. A press release email should focus entirely on the announcement. Adding promotional content alongside major company news feels opportunistic and reduces the perceived significance of the announcement. Send promotional content separately.
A press release email is written in a journalistic style for a broad audience including media, investors and industry observers. A product launch email is written for customers and prospects, focusing on what the product does and why they should care. The tone and structure differ significantly even when announcing the same event.