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Do you need a professional email for email marketing?

Imagen Do you need a professional email for email market

When starting a business, using a free Google or Outlook email account is the easiest option because we are already used to using it for personal matters. But it is not a good solution when it comes to professional email marketing. In this case, it is necessary to invest in your own domain to provide you with an email account in your own or your company's name. Getting a yourname@yourcompany.com email has a minimal cost compared to the benefits it will provide you in the mailings you do.

Business credibility

Put yourself in the user's shoes for a moment: between the personal, professional and commercial ones, they receive hundreds of messages. It is by looking at who is sending them that they will decide to open one message instead of another. If they see that your commercial messages comes from a Gmail account, it will seem less of a priority and they will not be as interested as if it came from an account with their own domain. Knowing that even a small investment has been made in the company conveys security beyond the short term.

Using free emails to report on the status of a business does not show a great deal of vision, especially if it is an online shop. It is more credible and secure to sell by creating a website with the company name and making communications with that information as the sender.

Trust in the company

Individuals do not usually have their own domains because it does not bring them anything and is only an expense. It is different for professionals because they are looking to build a personal brand and for that it is important to have their own name online. For brands, it generates mistrust if they use free domains and this directly affects openings.

In addition, it is unreliable and may even seem dangerous to click on a link from a sender who may not be a company. The risk of falling for a scam is higher for users and they will protect themselves by deleting or blocking it so as not to see future messages. On the other hand, if the website matches the sender's domain, they will gain confidence and will be able to click on it without any doubt that they are visiting the official site.

Better deliverability

As of April 2024, Gmail and Yahoo consider unauthenticated sender accounts as spam, so they do not allow bulk mailings from free accounts as only those with their own domain can be verified. Protocols such as SPF, DKIM and DMARC help improve sender reputation and have a direct impact on the deliverability of messages.

If a campaign goes straight to the spam folder, the user will lose trust in the brand and the credibility of the message. If they still open it and notice that the sender is a non-professional account, they may not recognise the brand as official and believe that it is indeed spam. This is dangerous because changing this impression will be more complicated than if the sender you know asks you to save the contact in your address book.

Brand recognition

The sender consists of the name and the email address. There are several factors that influence the choice of the right one for email marketing because the name can be different, for example to show a person or a department, but the domain will always be the company's one. This makes the name recognisable from the same inbox. This makes the name recognisable from the inbox itself.

If, in addition, we use BIMI to show the logo, there is a greater chance that people will quickly know who is behind the mailing. To do this, you also need to have the domain authenticated, which we have just seen cannot be done from free Gmail, Yahoo or Outlook accounts. This is why they are used by spammers and why they should not be the first choice for serious businesses.

More engagement

This last reason serves as a summary of the reasons in favour of having a professional email address because the engagement is achieved when the user interacts with our message and for that they have to see it in the inbox, decide to open it and then click on a link.

If our sender has a good reputation and transmits trust, there is a greater chance of increasing engagement. If, on the other hand, we use a free account, it is more likely that our message will be considered spam and it will not seem credible to the subscriber that a real brand has sent it, which will make them doubt and distrust its content.

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