Digest

Mailround, the e-mail marketer, has produced research showing leading companies are neglecting the branding potential of e-mail communications with customers. The company sent a consumer inquiry by e-mail and conventional mail to the personnel and customer service departments of leading companies. However, ‘not one of the 87 return e-mails received exhibited any form of branding,’ says the report. ‘In contrast, only one of the 76 postal responses received did not arrive on branded stationary.’ However, Mailround found that companies were almost twice as likely to respond to e-mail enquiries than postal ones.

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