Emailing several contacts lifts replies by 93%

The Backlinko-Pitchbox analysis also found that contacting two or three relevant people at a target site, typically a writer, an editor, and a content strategist, nearly doubles aggregate reply rates against contacting a single person. The effect is partly redundancy and partly routing: the right person to action a request is rarely the most senior or most publicly visible, and broadcasting widens the chance of reaching them. The trade-off is volume of sends per opportunity, which raises the manual cost of campaigns. For high-value target sites, the lift justifies the extra send; for mass campaigns, single-contact remains the workable default.