As a small business, chances are you skip out on a lot of the official red tape that comes with conducting business like the larger organizations in your marketplace. While handling your social media accounts without professional assistance or building your own website might work out some of the time, failing to have a branded email address can be a disaster in the making.
To help small business owners understand the repercussions, we’ve listed the top five reasons why using your private or personal email as part of your email marketing strategy is a big mistake.
Lacking a Branded Email Address Looks Unprofessional
According to Forbes‘s Ryan Pinkham, it can be extremely hard to come across as a professional entity when sending marketed messages from a private address. Inbox viewers expect formal sending addresses that include your company name or other relevant identifiers, so utilizing a casual offering in this field is a quick way to end up being disregarded by your target audience.
Even worse is the confusion this approach can generate within your valued base of viewers. Failing to announce the professional nature of your marketing message can lead to a “spammy” presentation that turns on the skepticism of these readers in a hurry. After all, we’ve all had a friend who uses Yahoo, Gmail or another service provider, spam his or her contact list with questionable content after being hacked or otherwise compromised.
Avoid being seen as unprofessional or as a spam email sender and let email recipients know who you are from the get-go.
Tracking Emails and Retrieving Data Becomes Nearly Impossible
As well as lacking professionalism, using a personal email address also inhibits your brand’s ability to tap into one of the greatest assets of an email marketing campaign — the invaluable influx of consumer data and feedback.
Private platforms aren’t designed to track open emails, click through rates or other key performance indicators (KPIs). Because of this, it’s unreasonable to assume that you’ll be able to refine and optimize your inbox and your overall digital consumer experience when approaching your email marketing needs from this angle.
In other words, the best you can do when using a personal email address is hope your content generates a response within its target audience and make adjustments based on speculation rather than facts and data.
Private Service Providers Can’t Handle Your Bulk Needs
From a logistical perspective, using your personal email address as a base for your email marketing operations means relying upon a service provider that isn’t capable of handling your bulk sending needs. This lack of control and flexibility can lead to wasted potential as you unroll an otherwise effective campaign.
It’s not unreasonable for a small business to need to send thousands of messages during each phase of an inbox operation. However, doing this from a private email address can lead to substantial amounts of lost or undelivered messages, as well as plenty of offerings that end up heading directly to the spam folder.
Managing Lists and Email Contacts Manually Is a Nightmare
Have you ever tried to prune inactive list members or add in relevant contact information for thousands of consumers, one entry at a time? Needless to say, it won’t take long for you to find out that this approach is about as inefficient as things can get when it comes to handling basic email marketing operations.
Automated entry modifications and other list management tools that come with a professional email address and integrate with social platforms can save you countless hours as you grow and maintain your contact list membership.
Private Addresses Are More Prone to Human Error
There’s no shame in admitting that you’re not perfect and that mistakes can — and will — happen. However, there’s a big difference between acknowledging this reality and playing right into a potential email marketing catastrophe.
Without a professionally branded email address and the help of a quality service platform, you’re always one click away from exposing your entire contact list or making some other avoidable mistake that can quickly put you in hot water with your recipients.
The truth of the matter is that by using your private or personal email address as the basis for conducting your email marketing operations, you’re committing to doing things all on your own.
Without an established platform and a team of email marketing professionals on your side, it’s nearly impossible to maintain an effective email marketing strategy and attract target audience members. Consider these five major downfalls of using a personal address to send business emails when creating your email marketing strategy.