Have you ever given thought to what your e-mail address says about your company? What impression do people form about you or your products and services when they see your e-mail address?
If you are one of the saavy entrepreneurs or small business owners who has saved a few bucks by using a generic free e-mail account like AOL, G-mail, iCloud or Yahoo for your primary business e-mail, it may be time to consider a different approach.
Let’s examine three ways free e-mail could be costing you business:
1. Credibility
Imagine you relocated to a new city where you didn’t know a soul. On the night you arrive, you get an excruciating pain in your lower left jaw from an abscessed tooth. You take pain medication, but it provides little relief. You need to find a nearby dentist (a good one) right away! You search online, but the only information available is the e-mail address of three dentists, which read:
- yoursmileyourway@gmail.com
- terrythetoothguy@aol.com
- brenda@preferreddentistry.com
Which would you choose?
If you opted for Brenda at Preferred Dentistry, you’re not alone. In a 2015 survey, domain name and internet infrastructure leader, Verisign found that 74 percent of consumers would trust a company-branded e-mail address more than one from a free email provider.
While using a branded e-mail address from your company domain may require a small investment, it sends the message that your company is credible and trustworthy. And we all know, people are more likely to do business with people they trust.
2. Brand Consistency
When your son or daughter sneezes, you offer them a kleenex, right? Not a tissue, but a Kleenex®. Products like Kleenex® Brand Tissues have been so consistent in their branding, they are now associated with an entire industry!
Let’s say you ran into Sandra MacQuillan at networking event. Sandra is the Chief Supply Chain Officer at Kimberly-Clark, the company that owns Kleenex. She’s out of business cards, but after a brief conversation, jots her telephone number on a notepad and asks you to give her a call.
How excited would you be?
A day or so later, you reach out to learn how your company can do business with Kleenex. It takes a few more days, but Sandra finally responds from her e-mail address: sandra_the_kleenex_representative@outlook.com.
Would you take her seriously?
Think about it. Every interaction you have with prospects, customers and suppliers either enhances or detracts from your brand. By using a generic business e-mail address, you could be missing out on a key opportunity to build awareness and customer loyalty through brand consistency.
3. Security
What goes through your mind when you receive a message from an e-mail address you don’t recognize? If you’re like most people, it’s a sense of panic.
Cybersecurity threats are real. Your customers and prospects are leery of messages that seem out of place. They know computer viruses find their way into computers through e-mail messages – specifically those with attachments.
A message from your company’s generic e-mail account could be easily mistaken for SPAM or worse, an e-mail virus. In fact, it’s possible your message won’t reach their inbox. That quote you sent last week? Deleted. By the time you follow up, your prospect has already signed the contract with the guy whose branded e-mail came through.
Many small business owners believe using a branded e-mail address from your company domain is expensive. It doesn’t have to be. Hosting companies like Ionos, Blue Host or Host Gator offer branded e-mail packages for less than $3 per month.
Even when your budget is tight, it’s important to consider the real costs of “free”. Your e-mail address says a lot about you, your company and its products and services. Sending the message that your company is credible, consistently reinforcing your brand and ensuring customers feel safe when dealing with you via e-mail might be worth the investment.
Ready to Level Up Your Business Presence?
Whether you’re still using a free email account or you’ve already made the switch to a branded domain, the truth is: your email is just one piece of a much bigger picture. Building a business that communicates trust, operates efficiently, and scales with confidence takes more than tools—it takes strategy.
That’s where working with a business coach can make all the difference.
As an expert coach and certified business agility practitioner with years of real word experience, starting, building and growing not one but two successful businesses, I help entrepreneurs like you:
- Clarify your brand presence so every touchpoint—from your email to your elevator pitch—reinforces your value.
- Streamline your systems so you’re not just working hard, but working smart.
- Break through mindset and operational barriers that keep you stuck in “busy” instead of moving toward growth.
If you’re ready to stop leaving opportunities on the table and start showing up like the business you deserve, book your FREE Discovery Call and let’s talk.
