Branding your business or ministry is an important first step to overall success. We spend much of our time teaching clients the importance of branding and what all that entails. One thing we repeat often is that your brand is so much more than your logo – your brand identity should reflect all of who you are and what you offer.
A seemingly less important task toward establishing your brand is that of a business or domain email address. An example of this is our [email protected] email account. This is the email address we provide to all of our clients for all support requests and questions. Regardless of which team member responds to a request, the replies are on brand for MRM and secure in our webmail account.
We’ve touched briefly on a couple of the benefits to a branded email address already, but let’s explore further three benefits to using a branded email address.
1. Professionalism and Credibility
Having a business or domain email account is important for establishing a professional identity. A branded email account immediately lets the recipient of your correspondence know you are serious about what you do. You will instantly appear more established and trustworthy. However, using a free service like Gmail or Yahoo could make potential customers, clients, or donors suspicious of your legitimacy or level of expertise.
Trust is important, regardless of your online endeavor, and it is important that you earn the trust of those communicating with you by sending emails from a secure account not likely to be flagged as spam or assumed to be a scam.
2. Brand Recognition
A custom email address helps in promoting your brand, building brand awareness and eventually enables your customers to recognize you. Using a branded email account means that every time you send an email, your brand, business, or ministry name is not only seen in the body of the email but also as the sending address. This is one more opportunity to put your website’s domain in front of your audience.
Your email address is seen in a lot of places, though, not just in actual email correspondence. For example, if you comment on a blog or add your email address to an online directory, your email address will be visible. Your email address is typically visible on your business card, your website, and any promotional materials prompting people to contact you. Just think of all the opportunity to build a cohesive brand presence simply by using a domain-based email address.
3. Privacy and Security
As noted above, branded email address will help separate your emails from spammers. Your emails will appear much riskier (I.e. spammier) to the recipient and his or her email provider if the sending address belongs to any of the free services, such as Gmail, Yahoo, or Outlook. Using a branded email address means your content is more likely to be delivered safely to the inbox of the intended receiver and is much less likely to be flagged as spam.
Additionally, when using one of the free services, you inadvertently sacrifice your privacy, as well as that of your contacts. Google requires you to accept a user agreement that actually limits your email and usage privacy, giving them full access to the activity in your account. A paid email provider like that of your web host or a third party service like Namecheap’s Private Email instead offers an agreement that guarantees privacy and security for all business email activity. Verified, private, and secure accounts are the better way to go.
If you’re not using a domain email address, we believe it’s time to consider making the switch. Not only will your prospects and audience be more impressed by you, but you will also take one more step toward establishing and maintaining your brand. It may seem like a small change, but using an on-brand email account is one of the easiest ways to set yourself apart from the competition.
