Rethinking Follow-Up Emails in Digital PR

Follow-up emails are a staple in digital PR, but how much do they really move the needle? 

With nearly every PR pro using them, and journalists split on their ideal frequency, it’s time to look at what the data actually says about their impact—and how to use them wisely.

The Prevalence of Follow-Ups

A recent survey found that 98% of PR professionals use follow-up emails in their campaigns.

Journalists, however, are more reserved: 51% say one follow-up is ideal, and nearly half prefer it within 3–7 days.

Do Follow-Ups Help or Hurt Open Rates?

Surprisingly, campaigns with follow-ups see slightly lower open rates (31.06%) than those without (34.28%).

While open rates can be skewed by auto-opens, this trend is consistent across millions of emails.

Open Rates – Follow-Ups vs. No Follow-Ups

The Real Win: Reply Rates

Here’s where follow-ups shine. Sequences with follow-ups see an 85% higher reply rate than one-and-done emails—nearly doubling your chances of a response.

Reply Rates – Follow-Ups vs. No Follow-Ups

Industry Breakdown: Where Follow-Ups Matter Most

Most industries benefit from follow-ups, with Education, Entertainment, and Tech seeing the biggest boost in replies. 

Travel and Fashion, however, show little to no improvement—likely due to tighter editorial calendars and time-sensitive pitches.

Reply Rate Lift by Industry (Follow-Ups vs. No Follow-Ups)

How Many Follow-Ups Is Too Many?

While a second follow-up email sees a 79% higher open rate than the first, reply rates drop sharply after the initial follow-up (from 1.74% to 0.59%). 

Most journalists dislike more than one follow-up, and repeated nudges can get you blocked.

Open and Reply Rates by Follow-Up Number

Email Number.       Open Rate (%)    Reply Rate (%)
First Email.                    21.2                          1.74
First Follow-Up             38.0                          0.59
Second Follow-Up        15.5                          0.22
 

Timing: When Should You Send a Follow-Up?

Open and reply rates peak when the follow-up is sent within one day of the initial pitch. Waiting longer sees diminishing returns, regardless of subject line tweaks.

Expert Tips for Effective Follow-Ups

Refresh Your Angle: Use each follow-up to offer a new angle or value, not just a repeat of your first pitch.

Hold Back Expert Commentary: Consider saving exclusive quotes or expert commentary for your follow-up to add value and personalize your outreach.

Don’t Overdo It: While some situations may warrant a second or third follow-up, more isn’t always better. Personalization and relevance trump volume every time.

The Bottom Line

Follow-up emails can nearly double your reply rates, especially in fast-moving industries. 

But more isn’t always better—one well-timed, value-adding follow-up is usually the sweet spot. 

Personalize your approach, respect journalists’ time, and use data to guide your outreach for the best results.

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