• by Ray Schultz , Columnist, March 20, 2017

There has been no shortage of studies on how email marketing is affected by a brand’s reputation. For example, Return Path reported that email delivery depends upon sending patterns and behaviors, and is affected by subscriber behavior.

Here is a study that discusses reputation in a broader sense. In surveying 2,032 consumers in the U.S. and UK, Lithium and the Harris Poll found that 92% of respondents will spend at least some of their disposable income on products from their favorite brands. Typically, that means spending $100 per month in the U.S. — 33% of their disposable income — compared with 50 pounds, or 25%, in the UK.  

And while email is not their first choice for asking questions, consumers are happiest with the results they get from this channel. Of the consumers polled, 49% said they have had the most positive experiences with email.

Email ranks second for posing questions about products and services that people are interested in purchasing, both in-store and in-person, at 16% apiece. The first choice is the brand’s Web site, blog or social site, for 28%.

In addition, email is the third choice for engaging with a brand in general (16%), for wanting more information about the company (!2%) and for requesting more information about the products and services offered (12%). Given consumers’ feelings about the email experience, you would think those numbers would be higher.

Meanwhile, 64% of all adults in the U.S. and 57% in the UK would share a negative experience with a brand. And 55% in both countries are more likely to share a bad experience than a good one.

Worse, 80% would stop using a brand after a single unpleasant experience, and 87% would agree look elsewhere. British consumers are less likely than Americans to return to an offending brand. Overall, only 5% of all consumers will give a brand a second chance.

That’s especially true for restaurants — 91% of the respondents will switch after bad experiences, and 44% after the first one. Second are telecommunications providers — 89% will move on. Tied for third, with a potential 88% falloff apiece, are insurance providers, hotels, consumer electronics firms, banks and consumer packaged goods providers. Not much wriggle room here for anyone.

But here’s another way of looking at it. You’ve heard of the Deep State? Let’s go Deep Corporate. The Harris Poll, in a study released today that out of 23,000 Americans surveyed, half rate CEOs’ reputations as bad. Only a quarter say they’re good.

As you might expect, Republicans are more likely to give CEOs a good rating. And Millennials, in general, are more prone to do so than older people. But there’s not much comfort here. Even among the Republicans surveyed, 42% rate CEOs’ reps as bad. On the other hand, Harris also found that 53% of Democrats give good marks to business leaders in media, compared with 26% of Republicans.

What are consumers looking for in their CEOs? They want them to be trusted, ethical and accountable, and not so much to be curious, visible and bold. Clearly, they favor solid, less charismatic types.

Here’s one final thing to keep in mind: Most Americans— 75% — would avoid taking a political position if they were a CEO. Maybe they’re smarter than many actual CEOs.