In the past few months we’ve talked about your storefront, your website, and even your logo as they relate to your brand. This month, I’d like to focus on something you probably use just as often but don’t think twice about, your email.
For many businesses email is a vital communication tool, and for some it is their primary communication tool. Making sure that your email is in line with your brand is very important in giving your customers (and vendors) the same experience they have when they are dealing with you directly.
I firmly believe that every business should have an email address, and that the email address should be tied to your domain. What does that mean? That means that your email coincides with your website address. For example, if your website is www.quincychamber.org; your email should be something like firstname.lastname@example.org. You want to continue that brand through everything you do. Having an email that is generated from a free service (such as gmail or sbcglobal.net) doesn’t do anything to enhance your company’s brand and could even be a detriment to that brand. There are easy ways to have Google or some other service provide your email tied to your domain. So email@example.com could be a gmail account that you manage through Google Apps. If you want to know more about this or get this setup I suggest you talk to a firm that can assist you. That firm can also assist you with setting up a domain if you don’t already have one.
There are a few other things that you should take into consideration with your day to day email account. You should have an email signature that has your contact information. Make sure that your font and colors of the signature are both easy to read and consistent with your company’s brand. Make sure that the emails you send are professional and represent your brand.
There is another form of email that I would like to touch on briefly as well, the mass email. Admit it, you just though ‘SPAM’ in your head. That’s a common reaction. Without paying attention you may end up getting treated as SPAM, so let’s talk about how to avoid that. Let’s first establish why this is important for your company. Personal emails are great to correspond directly to one person, but do you want to send that email 500 times? Do you want to add 500 people to the same email as a ‘bcc’ or even worse ‘cc’? Having a system that will allow you to send customize, branded emails will make sure your business stands out.
These emails are not meant for personal communication, rather announcements, information that you want to distribute to a large group at once. They could be letting customers know of a new sale or service you are offering, perhaps introducing new staff people, or maybe just touching base on a monthly basis. The same rules apply to these emails, make sure that they fit your brand, and that you look professional. There are plenty of good options out there for these services (Constant Contact and MailChimp are probably the two most popular). As with everything relating to your marketing and branding, if you aren’t sure schedule an appointment and talk to a professional today!