Small Business Month was so busy for me that I found myself handling a really high amount of new business cards recently. In fact, I added so many new email addresses to my personal database through public speaking, conference coaching and networking events that I started noticing something very strange about the business cards I was getting: some email addresses were turning me off BEFORE I even knew what a person did for a living!
As a living and breathing guru on marketing, I decided to write about my thoughts in the hopes that it will help businesses who are struggling with growing their client base and who are wondering why they don’t get as many leads as they’d like.
If your email address is from a free account such as Gmail or Hotmail, I have already lost respect for you as a business. For me, you are a hobbyist, a small timer and too cheap with your marketing. I wonder what else you might be cutting corners on when you do your work…
Pretend it’s a conversation
Amongst the hundreds of cards I was handed, I was stunned to see some email addresses with whole phrases strung together. Here were some examples (changed to protect the innocent)
Not only did I kill myself typing these into inboxes but they were so long that there’s every possibility that I misspelt, misunderstood and just generally made myself miserable about emailing these addresses. As small businesses, we need to make ourselves easy to access, not make our email addresses into a spelling bee or a dyslexic challenge of Olympic proportions.
Yes, GE and GM are household names. Yes, it feels as if companies with acronyms (letters instead of words) supposedly look more professional but I’m here to tell you, your email address as an acronym is ripe for misspellings, it’s completely forgettable and it’s missing the big SEO opportunity to get some brownie points from Google. I guarantee nobody is looking for HMS consulting but they are looking for home maintenance systems consulting. (whatever the heck that is)
Your email address might mean the world to you because it actually was the pet name that your grandma (God bless her soul) had for you. It does nothing for your brand, your business or your prospects. It’s exactly that, an INSIDE joke. Why not turn it around and make it a joke everyone understands and reflects your personality? Why not make it easy to spell and heck, why not throw in an SEO goodie and make it relevant to your industry’s key search words?
Email addresses that start with the words ‘info’ or ‘admin’ make me feel like I’m writing to a robot. It makes me feel like there’s an interchangeable nameless faceless entity at the other end of my communication line. Small businesses are more successful if they can engage their clients on a personal level. Why not use your email address as another way to connect deeply and personally with you?
If you’ve been wondering why your business isn’t growing as fast as it should and people who seem eager to meet you in person are never heard from again after you hand them your business card, reflect on the above points-this might have been the wake up call that you needed.
- Get Your Emails Opened, Read and Clicked! 20 Tips That Really Work (business2community.com)
- How To Build An Email List That Converts Like Crazy (shoutmeloud.com)
- Should You Brand Your Business Email Address? (waxingunlyrical.com)