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Damaging Impact on Small Businesses of “Free” Email Addresses
Email remains the key of all communication channels for businesses. In fact, findings from Forrester Research reveal that 87% of all company communications are via email.
The benefits of mobile email are especially strong for small businesses that are striving to build their employee and customer bases, and require instant connectivity, anytime and anywhere.
Initially, free email platforms (like Hotmail, AOL, Gmail) seem like the ideal solution for a small business establishing itself in the marketplace: They’re free, easy to register, and have basic, easy-to-operate functionality.
Although the immediate benefits of signing up for these platforms are attractive at first glance, limited features and security can be costly to the overall performance of a small business.
Building Your Business: Perception Is Key
Organisations are constantly fighting for customer eyes and money. This is especially true via email, where inboxes are flooded with company communications, potential business deals, and memos.
Utilising a company-specific domain name allows an organisation to be recognised quickly and remain top-of-mind among prospects and clients. For example, if Joe Smith is the CEO of smartphone application developer ViaMobile, he will tout a JoeSmith@ViaMobile.com email address, rather than JoeSmith@gmail.com. By linking the brand name and email address, small businesses will build awareness, recognition, and most importantly, trust, protecting a company’s overall image as an organisation that is professional and eager to do business.
“75% of people form judgments about businesses based on their email address”
Since businesses are now connecting and engaging with their customers and prospects primarily via the web, an email address often is the primary reflection of a brand. The lack of a dedicated domain name negatively reflects an organisation, as well as employees’ professionalism. In fact, 75% of people form judgments about others based on their email address, according to 1&1 Mail and Media. These findings are even more problematic for small businesses that are constantly vying for customer and prospect attention in the competitive business world.
Small and growing businesses also run the risk of seeming less professional or may be taken less seriously if their email doesn’t have a dedicated domain name.
Transform Your Business Perception with a Professional Email Account for just £60 per year!
To ensure your email address does not lose you business, contact your web provider now to set up a business email account.
If you would like help and advice from POLAR the web people, who can provide this service for £60 + VAT per year per account (min. of two), please email firstname.lastname@example.org. There is a small setup fee and a domain name (web address) is required, which can be registered for you if you don’t have one. If you have no web presence, POLAR the web people can also help with a start-up website for just £295 + VAT.