Consistency and Frequency Matter

I was inputting new e-mails into my Insight list recently and was reminded how many business people do not have e-mails at their Web sites. If you are one of these people, I hope that this Insight will give you a reason to change your e-mail. If you do, please let me know. I want to keep sending you Insights.

Why does having your e-mail at your Web site matter?

In marketing, which is communicating with your customer, you are smart to take every opportunity to tell your story. You want to reinforce your message frequently. An important part of your message is your business's name. Your customer finds you, remembers you, and refers you by your business's name. Therefore, you want to repeat your business's name at every opportunity so that your customer has easy reference to it.

If you are marketing smart, your business Web site domain name is your business's name. Allow no shortcuts. Make your domain name your complete business name. Then, every time you give out your Web site, you are giving your business's name. If your e-mail is at your Web site, every time you give out your e-mail, your are giving out your business's name, too.

You are also giving out your Web site address. In so doing, you are making it easy to know your Web site address. When your e-mail is at your Web site, every time that you give out your e-mail, your are subtly promoting your Web site.

Think about it.

How many times do you give out your e-mail address? How many times does someone use your e-mail address? How much reinforcement of your Web site would you receive if every time someone e-mailed you they saw or typed your Web site? How easy would you make it for them to go to your Web site and learn more about your business?

E-mail has become the preferred business communication method. This presents a marketing opportunity similar to that presented with snail mail. When someone sends you a envelope via snail mail, that person writes out your business name and address, right? Every time your business name is written, that name is reinforced to the person writing. If you have your e-mail at someplace other than your Web site, every time your e-mail is written, you are reinforcing some other business. That is akin to having your snail mail sent to another business's address. Why would you want to promote Yahoo or Hotmail or some other business?

You don't. You want to promote your business.

In marketing your business, consistency and frequency matter. They solidify your business in your customer's mind. They promote and encourage your customer to do business with you more often. They remind your customer that your business exists. Having your e-mail at your Web site offers both. That is a little thing that makes a big difference in marketing your business. If you don't have your e-mail address at your Web site, change it. Do so today.