The survey paints a dismal picture of how email is used in the PR business.
[â€¦] The report claims to have uncovered evidence of brand owners bombarding customers with irrelevant, mistimed and inappropriate emails.
It splits the brands into ‘saints’ and ‘sinners’, with the likes of Mini, BA and Ocado showing how it should be done.
While economic pressures are driving more brands online, many of the companies in the survey "are sending out blanket email campaigns simply because it is cheap to do so," the report claims.
The e-Orchard survey covers companies operating across a range of sectors such as retail, financial services, FMCG, travel, entertainment and leisure and argues that some brands surveyed showed:
- Scant evidence of differentiated communications depending on customer knowledge, behaviour or value
- Poor co-ordination of on and offline communications
- Dangerously high frequency of highly repetitive, hard sell messages
- Brands stuck on transmit: little attempt to engage in any genuine dialogue with customers
- Rare examples of genuinely clever, creative, smart brand and commercial thinking
This looks like a worse picture than that suggested by the PR email survey.
Small comfort for anyone.