Email Strategy for Small and Micro-Businesses

Whether it be a tool to connect with your audience or a more cost-effective method of marketing, email can be incredibly beneficial for small businesses. Having an effective email strategy is something that many business owners overlook. Here are some tips for setting up your company email.

1. Use a Professional Email Address

Set up an email like [email protected].

Your email is a great branding opportunity. Many companies use Gmail and Hotmail accounts for their business emails, but this doesn’t look as professional. Why advertise for Google or Hotmail when you can promote your own business?

2. Set Up Multiple Email Accounts To Organize Your Business

Creating multiple accounts for the various aspects of your business can help you organize communications and make you appear larger than you are. Different accounts for information, sales, finance, and support can always be forwarded to one person but give the impression of a sophisticated operation.

3. Set Up Multiple Email Accounts To Determine HR Needs and Business Bottlenecks

Small businesses don’t always have the resources to implement systems that monitor the types of inquiries they get. Business owners typically answer all the emails themselves, which can take time.

By setting up separate email addresses for each division of your company, you’ll better understand the questions customers ask. At the end of the month, count the number of inquiries to each email account, and you’ll know what area of the business has kept you busiest. Over time, you’ll better understand what area of your business needs attention or where you might consider hiring an employee.

4. Use an Automated Signature

Create an automated signature instead of typing out your name, title, and contact information at the end of every email. You can include messages about a current promotion, new product, or links to your blog or social media. This is a great way to save time and maintain a strong and professional brand.

5. Determine if IMAP or POP Email Is Best for You

IMAP (Internet Message Access Protocol)

  • Allows you to access email on a remote mail server.
  • Emails remain on the server even if your computer is stolen or damaged.
  • Consider IMAP if you regularly access your email from multiple computers or locations.
  • Email isn’t available offline and can take up a lot of space on your computer.

POP (Post Office Protocol)

  • Downloads all new messages from the mail server onto your computer and deletes them from the server.
  • Email is available offline and saves space on your server.
  • You cannot access your email from another computer, so you might want to couple POP with webmail as a workaround.

For more information on IMAP and POP email accounts, visit Microsoft’s article, What are IMAP and POP?

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