Are you still using a generic email address to communicate with customers and suppliers? It’s not a major mistake, but a domain-based email address would be better for both search engine optimization (SEO) and branding. The potential benefits range from enhanced security and higher email deliverability to stronger brand recognition. You might be surprised by how big of an impact using a domain based email address can make, for your company image.
According to Saleforce, email open rates vary by industry, with the average reaching 35.24% in 2024. One common reason emails go unopened is that they end up in spam folders. This is more likely to happen if you send messages from a generic address like yourbusinessname(at)gmail.com, which can appear unprofessional and trigger spam filters.
A professional email address can help you reach more recipients and, consequently, boost conversions. It’s also a simple yet effective way to increase brand recall without spending extra on marketing.
Still on the fence about it? Here’s everything you should know about domain based email addresses and their business benefits.
What’s a Custom Email Address?
A custom email address uses your domain name, such as “info(at)coolcoffeesmugs.com,” instead of the email provider’s name. Therefore, it reinforces your brand identity and can make it easier to build trust.
Anyone can set up an email account with Gmail, Outlook, or Yahoo for free. But if you want a custom email address, you first need to purchase a domain name. While this is a small investment, it conveys professionalism and keeps your brand top-of-mind.
There’s nothing wrong with using Gmail or other free email services for personal communications. However, if you’re running a business, you’ll want to use a custom email address when messaging vendors, clients, or partners.
Let’s see how these options compare:
| Generic vs. Custom Email Addresses | ||
| Feature | Custom Email Address | Generic Email Address |
| Professionalism | High | Low |
| Branding | Connects directly to your brand | Impersonal; doesn’t support branding |
| Security | Better control over encryption, two-factor authentication (2FA), and compliance | Less control, weaker security protocols, and fewer customizable options |
| Credibility | Can increase trust and legitimacy | Feels less legitimate |
| Email deliverability | Higher deliverability, especially for business communication | Lower deliverability; email messages are more likely to be flagged as spam |
| Setup complexity | Slightly more involved; requires domain setup and email configuration | Very easy; ready in minutes |
| Technical support | Often comes with dedicated support from the hosting provider | Limited support |
As far as pricing goes, expect to pay around $5 to $30+ per month for a domain-based email address, depending on the provider and plan.
Alternatively, you can configure Gmail to send email messages from an existing custom email address for free. If you choose this option, you only have to pay for a domain name.
How Does a Custom Email Address Impact SEO?
Business email domains can indirectly impact SEO by increasing website traffic and click-throughs.
For starters, a custom email address indicates professionalism, making it easier to build trust with customers, vendors, and other recipients. It’s also less likely to be flagged as spam, which means your messages reach more people.
As a result, recipients are more inclined to open and engage with your emails—provided you’re targeting the right audience with the right message. Higher engagement often translates into increased traffic to your site or blog, signaling trust and value to search engines.
The more people discover your website, the more likely they are to read and share content, leave comments, and take action. This can help improve your search engine rankings and boost visibility over time.
Why Your Brand Needs a Custom Domain Based Email Address
SEO aside, having a professional email address can benefit any business, no matter its size or industry. Here’s why you should make the switch:
Drive Brand Awareness
Custom email addresses are more impactful and memorable than a generic address, putting your brand front and center. This repeated exposure can lead to a stronger brand presence, helping customers remember your business and products.
Say you run a local café. At some point, you build a website with Wix and set up a professional email address, such as orders(at)rosehillcafe.com. When subscribers read your emails, they become increasingly familiar with your brand, which can strengthen loyalty and drive sales.
Build Trust and Credibility
88% of buyers agree that trust is just as important as quality and price. Perhaps not surprisingly, 59% say they’re more likely to purchase new products from brands they trust, regardless of cost.
Having a custom email address makes it easier to build trust. It tells customers, “We’re a real business, and we take ourselves seriously,” giving your message a more legitimate feel.
For example, johnking(at)eliteconsulting.com looks more credible and professional than a generic email address like johnking(at)gmail.com. This aspect alone can drive potential clients to read your message and take the next step, such as booking a call.
Boost Sales and Revenue
According to Salsify’s 2025 Consumer Research report, 87% of consumers have paid more for products or services from brands they trust. This figure is as high as 90% among Millennials.
Using a custom email address makes you look more credible, which can boost sales and revenue. Of course, that only holds true if your communications deliver value and your products or services live up to the claims. Still, that initial trust lays the foundation you need to drive sales growth.
Reach More Customers
Emails sent from Gmail, Outlook, or other free accounts are more likely to be flagged as spam. This aspect makes it harder to maintain consistent communication with your subscribers and earn their trust.
With a custom email address, you can set up a Sender Policy Framework (SPF) and other security protocols to avoid spam filters.
For instance, SPF ensures your emails come from an authorized domain, which can improve deliverability. DomainKeys Identified Mail (DKIM), on the other hand, is used to verify an email’s authenticity, further reducing the risk of being flagged as spam.
The result? Your emails will reach more inboxes, potentially increasing open rates, click-throughs, and conversions.
Scale Up More Easily
When you have your own domain name, you can create unlimited custom email addresses. You could set up one for yourself, one for each employee, one for each department, and so on.
Not only does this practice strengthen brand consistency, but it also makes it easier to:
- Scale operations more easily
- Track employee communications with clients
- Add or remove accounts as needed
Ideally, use a standard format across all email accounts. For example, if your email address only includes your first name, such as john(at)eliteconsulting.com, then your employees’ addresses should follow the same format.
Get Started with a Domain Based Email Address
Switching to a custom email address shows you’re ready for growth. It conveys professionalism, drives brand awareness, and helps you build trust with your audience. It’s also one of the easiest ways to bypass spam filters and ensure your emails reach their destination.
Ready to give it a try? First, register a domain name with Wix or another provider. Next, create one or more email addresses and sign up for a subscription plan.
Now you can send newsletters, welcome emails, follow-ups, and other marketing messages from a custom email address. Plus, you can configure each account in terms of permissions, security settings, storage limits, and inbox rules as you see fit.
