You never get a second chance to make a first impression – Anonymous
Sometimes I feel embarrassed for business owners, who print business cards and submit proposals with email addresses @yahoo.com, @hotmail.com, @gmail.com, and in some cases some very obscure domains. Whilst these may be popular and fantastic email services, using them as your corporate email address either in print or in practice can potentially ruin business opportunities with prospects. Individuals and businesses at large have a habit of “sizing up” would-be vendors and service providers, and you never know the metrics with which your business is going to weighed. I have personally witnessed occasions where businesses did not make the selection phase for a bid because their email addresses “suggested” they were unserious. While many may argue that this is an unfair measurement metric, the hard truth is, this is the reality. Your consumers and prospects want some form of reassurance that your business is reputable enough. Business reputation endorsements from prospects are not automatically conferred, they must be earned. Prospects want to feel safe and secure while doing business with you. Chances are you have a fantastic personality and an excellent business, but in your absence, prospects are going to decide on your reputation and move on.
A custom made email address looks like this: email@example.com. You will quickly agree that this email address looks a lot more compelling and reassuring. Even in your absence, prospects will readily associate your business with more seriousness, more credibility and consistency. In addition, it simply just sounds and appears nice. Over time, a custom made email address will help prospects and existing customers subconsciously remember you and your business, and strongly aid your brand reinforcement campaigns.
Now, does a custom made email address guarantee huge sales volumes? Well, not exactly. However, you can be rest assured that a business email address such as firstname.lastname@example.org will not be as productive and impactful before your prospects.
Every business should aspire towards owning a reputable email address. Although they are not free, the cost however is nothing in comparison with the losses your business has or will potentially incur.
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