We all use email every day. While social media often steals the spotlight, it’s email that truly drives business, day in and day out.

As a small business owner, it’s crucial to leverage this powerful tool effectively. The first step? Consider how your emails represent you to others.

Here are two common mistakes I often see in my work with solo professionals and small business clients:

A generic or confusing “from” line.

Most of us pay a lot of attention to the “subject” line of our emails. It’s the headline, and the thing that entices people to open our emails in the first place.

But the “from” line is even more important. Why? Because that tells the recipient who is sending the e-mail in the first place. If it’s a friend, relative or company I do business with, I’m very likely to open it (regardless of the subject line). If I don’t recognize the sender, I’m very likely to assume it’s spam and click delete.

Another common misstep of this sort is when the “from” line is simply an email address. That’s okay if your full name is part of your address, but not so good if your e-mail address is something like ImThatGirl123@gmail.com.

What’s the solution? Try something like this: Jacqueline Johnson | Dots Konnected. Your first and/or last name, followed by your company name. This approach helps people realize who you are.

Not using a custom domain for email.

Too often, I see small businesses/entrepreneurs using generic email providers like Gmail, Outlook, or Yahoo for their professional communications (e.g., companyname@gmail.com). This approach can undermine your credibility, making you appear more like a hobbyist than a serious business owner—or worse, a potential scammer.

Additionally, it’s a missed opportunity to promote your business. When you use a custom domain for your email, every message you send serves as an advertisement for your company and its website.

Maximize Your Email’s Impact

Email is a vital tool, but it’s only as effective as the way you use it. Refine your approach, and you’ll start reaping the full benefits for your business.