Your email is your brand’s first impression. If it ends in @gmail.com, @yahoo.com—or worse, @aol.com—you’re signaling to potential clients and partners that you may not take your business seriously.
On the latest episode of Rooted in Revenue, Susan Finch and Lany Sullivan dig into why branded email addresses are not only a credibility must, but also a security essential. Whether you’re onboarding new team members or handling transitions during offboarding, your company’s email strategy can either protect your brand or put it at risk.
“Would you trust a financial advisor using a Hotmail address?”
“Would you give sensitive client data to a contractor using their personal Gmail?”
The answers are obvious. And yet, small businesses and even entire brokerages are still operating this way. If your systems aren’t built around a branded domain and secure email environment, you’re missing the mark—and possibly losing deals.
For a breakdown on setting up branded emails, DNS records, and domain protection, refer to these guides from Susan Finch:
Whether you choose Microsoft 365 or Google Workspace, consistency and centralized management are key. These platforms offer robust admin controls, user-friendly setup, and security compliance—but only if you use them the right way—not through add-ons or third-party resellers like GoDaddy.
Make it policy.
Set rules for email use during onboarding and define expectations for offboarding. Create alias accounts for former employees and redirect traffic to a monitored address like offboarding@yourdomain.com. These are small steps with a massive impact.
Your business deserves to be taken seriously from the first email. Make sure it is.
Need help implementing branded email across your team?
Contact Susan Finch to evaluate your current setup and protect your brand.
