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Apr 05, 2022
In Music Forum
Twenty-eight percent of retailers sent e-mails rated "fair," compared to a cross-industry rate of 26 percent; and nine percent of retailers sent "poor" e-mails, compared to the cross-industry rate of 14 percent. Another study provides even worse news for e-centric client and customers, and ultimately for overall business success. This one, reported by Internet Retail, shows that 51 percent of small- to mid-size companies and 41 percent of large businesses do not respond to customer or client e-mail at all. And of those who do respond, 70 percent of email list small- to mid-size companies and 61 percent of large businesses do not respond within 24 hours. Since brand image depends on every single representative of a company, no matter their functional area, it doesn't matter who inside a business deletes or responds badly to e-mail communications. Doing so creates a destructively negative impression to the person who sent the e-mail. Since every external and internal communication creates an impression that impacts the brand, those communications also impact marketing and sales results, and consequently the bottom line. eMarketer's Senior Analyst David Hallerman also recently surveyed the state of business e-mail marketing and reports that more than two trillion e-mail messages will be sent out this year and nearly 2.7 trillion by 2007. Businesses cannot afford to ignore those numbers, even if only a tiny percentage of these e-mails fall into the commercial category.
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