SHOULD YOU PITCH JOURNALISTS FROM AN AGENCY OR BRAND EMAIL ADDRESS?

Summary from the TLDR Marketing newsletter

Who a pitch is sent from changes how journalists engage. Agency addresses drive higher opens (41.5% vs. 35.7%) because agency-written subject lines are more urgent and emotionally compelling. Brand addresses drive about 60% more replies due to stronger perceived authority. The strongest results come from agencies sending pitches from brand domains, combining higher open rates with higher reply rates.