How a company-branded e-mail address drives success

First impressions matter—whether you're applying for a job, making a bid on a contract, or trying to attract new customers to your business.

Since so many companies today use e-mail marketing to woo potential customers, a prospect's first impression of your business may be whatever lands in their inbox.

Consider what market research firm, eMarketer reported in August 2006:
"The ubiquity of e-mail, among marketers and Internet users, has created a take-it-for-granted attitude that detracts from its actual power. But with a 90% penetration rate among Internet users—over 55% of all Americans—e-mail represents an audience with critical mass, and it is the primary delivery vehicle for word-of-mouth marketing."

So what can your small business do to take full advantage of the power of e-mail? How can you improve the odds your messages make a positive first impression and don't become a casualty of the delete key?

Start with your e-mail address.

If you are still using an e-mail address provided by your Internet Service Provider (ISP), you are probably losing points on the credibility scale. Think about it: If you get mail from someone trying to sell you services and the mail comes from example555@hotmail.com, what's your first impression? Does this address say "serious business" to you? Probably not.

Alternatively, e-mail branded with a company name simply looks more legitimate and more professional. If you receive a message from tim.litton@northwindtraders.com, for instance, your first impression is going to be a much more positive one. At first blush Northwind Traders appears to be a going concern.

In reality, Northwind Traders may be a two-person shop. But you can't tell from his e-mail address whether Tim Litton and his wife are running a business out of their basement—or if Tim is CEO of a company that employs 300 people in a Manhattan high-rise.

Your goal, of course, isn't to mislead potential customers or pretend to be something you aren't. But you also don't want them to dismiss you as a serious business simply because your e-mail address looks unprofessional. Once they get past the address, you have an opportunity to influence their decision whether to do business with you based on the merits of your offer.

How to get company-branded e-mail

The most direct way to set up company branded e-mail accounts is to register a domain name, which is a Web site address. For instance, in the Web URL http://www.northwindtraders.com, northwindtraders.com is the domain name. Your e-mail can then be yourname@northwindtraders.com or sales@northwindtraders.com.

This may seem complicated, but it's really not—especially if you consider the free "starter" services you can get through Microsoft Office Live Small Business. When you sign up for Office Live Small Business, you can register a domain name of your choice (based on availability), which includes 100 company-branded e-mail accounts. You also get free Web site hosting, easy-to-use site design tools, templates to create your own Web site, business applications and workspaces, and more.

Additional fee-based Office Live Small Business service levels are available that allow you to take advantage of e-commerce, search engine marketing, and e-mail marketing, and get additional storage and other features to help you promote and manage your business online.

Keep in mind that when you register your own domain name, you will have it for as long as you want it. When you get your e-mail address from your ISP, you are more vulnerable. Your ISP may go out of business or change its name—both of which can force you to change your e-mail address. If you've ever had to do that you know what a time-consuming task it can be to rebuild your address book and get in touch with all of your contacts to let them know you have a new e-mail address.

Get more value out of your e-mail

Once you have a company-branded e-mail account, it becomes a part of your marketing portfolio. It helps build awareness of your company. It tells potential customers that your company is professional and technically astute.

You will want to add your e-mail address to all of your marketing materials. Repetition is important; the more people see it the more they will remember it. Print it on your business cards; post it prominently on your Web site. Make sure your catalogs, brochures, letterhead, and any advertising you do includes your e-mail address so customers can get in touch quickly and easily. Put it on press releases and fliers.

And once you've done all of this—and you start hearing from customers and prospects—make certain everyone on your team understands how important it is to respond in a timely manner. Your company-branded e-mail tells people you are a serious business—and puts the onus on you to act like one. As they say, you may never have a second chance to make a first impression—but you do have an opportunity to make a lasting impression.