You've invested in a professional website. You've explained your services, highlighted your experience, and made it easy for customers to contact you.

Everything looks great.

Then, at the bottom of the page, there's your email address:

     yourbusiness@somefreeemailservice.com

Well, that's unfortunate.

It's a little like showing up for an important business meeting in a nice suit and bedroom slippers. Technically, you're dressed. But people may have questions.

And according to research, they do.

Yes, People Really Do Judge Your Email Address

A study conducted by 451 Research for Verisign surveyed 5,450 consumers and found that:

• 85% considered businesses using branded email addresses more credible than those using free email services.
• 82% said they were more likely to respond to an email from a business using its own domain.

Another study, conducted for GoDaddy in 2016, found that 33% of consumers questioned a seller's trustworthiness or legitimacy when the seller used a personal email address.

Apparently, your email address has been attending job interviews on your behalf. And it may not be making the impression you hoped.

A 2018 InternetNZ study found even larger differences in how consumers perceived branded business email compared with an address from a free email provider:

• Professionalism: 79% versus 8%.
• Credibility: 70% versus 9%.
• Trustworthiness: 64% versus 11%.

Let's be clear. These numbers don't mean people using free email accounts are incompetent, dishonest, or running their businesses from a folding table in the garage.

Although, if you are running your business from a folding table in the garage, we're not judging. Plenty of successful businesses started with less.

The research shows that people associate branded email with qualities they want in someone they're considering hiring.

And if you're a consultant, accountant, attorney, financial advisor, or another professional, those qualities are fairly important.

Most customers would prefer their accountant to appear trustworthy before handing over their tax returns. Call them picky.

This Isn't Breaking News

Studies going back to at least 2015 have consistently found that consumers perceive businesses using their own email domains as more professional and credible.

So this isn't some exciting new marketing discovery. We didn't uncover it using a secret algorithm or a consultant charging $400 an hour to explain what an @ symbol does.

We've known about it for years.

To be fair, much of the research was commissioned by companies that sell domain names or email services. And the studies measure consumer perceptions, not guaranteed increases in sales.

Still, the findings have been remarkably consistent.

But I've Used This Address for 20 Years!

We hear you.

You've had that email address since your children were in elementary school. Everyone knows it. It's on your business cards, invoices, holiday cards, and possibly a refrigerator magnet somewhere in Ohio.

Changing it sounds about as appealing as updating every password you've ever created.

Fortunately, you don't have to abandon it.

If your website is example.com, you could use:

     jane@example.com

You can often continue using the same email program you're comfortable with. Your old address can remain active, and messages sent there can be forwarded to your new address.

Your customers see your professional business address. You keep your familiar routine.

And that refrigerator magnet in Ohio can remain right where it is.

But Will It Actually Get Me More Business?

Maybe. We can't promise that.

The research doesn't establish that changing your email address will suddenly double your sales, triple your inquiries, or cause customers to line up outside your office.

If your website is terrible, your services are confusing, and nobody answers the phone, a branded email address isn't going to rescue the operation.

But research does show that customers associate branded email with greater credibility and professionalism.

And if you're asking someone to trust you with their money, business, or important decisions, that's a pretty reasonable advantage to want.

You Already Own the Domain. Why Not Use It?

You've paid for your website. You've registered your business domain. You've probably spent considerable time deciding whether your logo should be blue or slightly different blue.

Why stop short of using your domain for your email?

At Short Story Marketing, we help small businesses pay attention to the details that influence how customers see them.

If you're still using a free email address, ask us about setting up a professional address that matches your website. It's usually a relatively simple change, and you can keep your old email account.

Besides, you've worked hard to build your business.

Your email address should probably stop showing up to work in pajamas.