More than 50% of global brands fail to answer e-mails, study finds

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Boston—Fewer than half of the top global brands bother to answer e-mail correspondence sent to their Web sites, according to a study by Common Sense Advisory, a research company.

CSA tracked response rates for messages sent to the top 100 global brands. Half of the companies didn't answer inquiries sent in English; a third answered Spanish-language inquiries but answered those questions primarily in English.

"Our research showed that responding to prospects and customers appears to be a problem for most companies," said Donald A. DePalma, the lead analyst for the report.

Sixteen percent of those surveyed don't offer e-mail or Web communication with current and prospective customers, the study found.

—Carol Krol

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