This article compares the effectiveness of agency versus brand email addresses in PR outreach. It reveals that agency emails have higher open rates, while brand emails generate more replies, suggesting that the sending address significantly influences journalist engagement. Using agency strategies for subject lines and sending from brand domains can optimize results.

Darren McKee shares contrasting examples of cold emails, advocating for longer, more personalized messages that demonstrate research and insight. He emphasizes the shift from generic outreach to tailored communication that engages prospects and earns their time.