Email marketing as a form of advertising has existed in the real estate market for some time now and is a great alternative to regular offline advertising. One can imagine how important a medium this is to real estate firms after the sub prime crisis that would have nearly destroyed the real estate market causing many to have to make serious cutbacks on operating expenditures.
With the current surge in the demand for real estate, in line with a recovering economy, there is also a need to retain the business edge and for this, a real estate agent would have to ensure the security of communications between sending the mail and the mail reaching the recipient. This is a tricky business, as encryption software has been quite expensive for quite some time; though this seems to have changed. However, the mind sets of the mass of bulk email marketers also have to change when they see encryption of email communications as a luxury rather than as a necessity.
Encryption is basically a scrambling method that requires a passkey. In a nutshell what happens is that there must be a key, which is basically an algorithm that is sent along with an email message. To anyone who wants to snoop in on the message, the email would just be a scrambled screen of junk characters but when this message reaches the intended recipient who holds the other part of this key, the message will be unscrambled and look like a normal email. The benefit of encryption is to basically secure communication from one end to the other. Email marketing might not be able to completely secure the line of communication because you can not expect all your customers to invest in encryption software; therefore, your line of securing communications will be only between servers.
This is important from a business standpoint because you do not want your special offers and communication with a lead to go out into the market where your competitors can get a hold of it. One thing that you need to note here is that encryption software will not make you immune to a spam filter. Again, this is because of the server to server secure communication link, which cannot be extended to a recipient. Theoretically, if your customer did have encryption software then no spam filter could block your mail.
Another crucial part of using encryption, when dealing with your customers, is that it technically separates you from being a spammer and protects your business from spammers. This is because spammers tend to snoop around on the internet and can take the help of hackers who will go after unsecured communications, parse emails for mail addresses, and then start spamming your customers. The line of responsibility will then fall on you for not securing communications and ensuring your customers? privacy. Not protecting your recipients? privacy is something that can get you into trouble at a legal level. Therefore, invest in encryption today.
Jamie j Colbs is a best practices activist and advocate for Benchmark Email (http://www.benchmarkemail.com/resources/OtherResource/Email-Newsletter) a leading Web and permission-based service for sending Real Estate Newsletters
Author: Jamie J. Colbs
Article Source: EzineArticles.com
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