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ASK MR. INTERNET
Michael Russer answers your Internet marketing questions
Mr. Internet is the alter-ego of Michael J. Russer, an Internet speaker, trainer, author, and consultant. You'll see his column on REALTOR® Magazine Online every month and in the magazine quarterly. Send your questions to help@askmrinternet.com.
| E-mail tips
Send Readable, Receivable Attachments
Four ways to ensure that the best part of your e-mail marketing--the attachment--reaches to your clients and customers. | DEAR MR. INTERNET: Help! I rely heavily on e-mail communication. And I routinely attach files which, for some reason, often get lost or aren't launchable by recipients. How can I send reliable attachments? Bob Nachman, ABR®, CRS®, GRI
RE/MAX All Stars
Scottsdale, Ariz.
DEAR BOB:
You're not alone. This is a common complaint among active e-mail users, especially since e-mail attachments can be an important part of our online marketing strategy. Knowing how to transmit them successfully makes a big difference in your online business results.
There are four situations in which attachments can cause big problems for senders and receivers:
1. The file arrives, but the recipient doesn't have the necessary software to open and view it.
2. The attached file is too big. Many e-mail systems limit the size of attached files. Also, if a big file gets through, it can take a long time for the recipient's system to download the e-mail, which will only annoy your clients and prospects.
3. The recipient uses America Online. Attachments sent from a standard e-mail system to an AOL account will often get mangled. This can also happen when sending attachments to recipients who use corporate e-mail accounts.
4. The attachment contains sensitive information. Because of cyberspace snafus, e-mail sometimes gets delivered to someone other than the intended recipient. This can be a serious liability if the message contains sensitive information, such as a client's financials.
Fortunately, there are easy solutions to each of these attachment problems.
Make your attachments universally viewable
Say you want to send property photos from your MLS system or a CMA, but your recipient isn't likely to have the necessary software to view these files. Using HotSend, create a special version (a "hot" file with a .HOT file extension) of any printable document you have open on your computer.
Download and install the free Hotsend software, which then becomes one of your "printers." To send a "hot" version of your document, "print" it using the Hotsend print driver. This will automatically convert it to the ".HOT" format and attach it to a new e-mail message—all in one step. If your recipients don't have the necessary viewer, not to worry. HotSend automatically includes a link in each e-mail message so they can quickly (it's less than 200kbs) and easily download it. That means less work for them than with a .PDF file, which allows viewers to see a document exactly as intended, but requires a free plug in.
How to compress your attachments
You can compress most files, making them considerably smaller, by "zipping" them. PKZip is the standard compression software for Windows PCs. You simply run your file through the PKZip software to create a compressed version of it with a .zip file extension. The only disadvantage to this method is that the recipient will need the appropriate software to "unzip," or decompress the file. Fortunately, most people have some sort of zip software on their machines.
How to avoid sending "mangled attachments" to AOL users
This was covered in last month's article on Bring AOL Users into Your Marketing Plan. Using a free service called Click2Send, create online "safe deposit boxes," where you upload any file through a Web browser. This eliminates the need to send an attachment because it allows the recipient to simply launch it through their Web browser via a link you send them by e-mail. Click2Send also solves the problem of sending large files because you can upload files up to 50MBs in size.
Send attachments securely
UPS Online Courier offers a service similar to Click2Send in that it lets you upload any file—only in this case, to a highly secure server. Recipients receive an e-mail with a link to where they can launch the using their Web browser. However, for added security, the password required to download the file isn't included with the e-mail. You must contact them by phone, for instance, to deliver the necessary password. UPS Online Courier will also track whether the document was downloaded and when.
Use the table below as a quick reference for choosing the right method for sending attachments:
| Situation | Suggested methods | | Recipient doesn't have the software necessary to view the file | HotSend | | Large Files | HotSend (will often reduce file sizes during conversion)
PKZip
Click2Send (for very large files) | | Recipient uses AOL | Click2Send
UPS Online Courier | | File contains highly sensitive Information | UPS Online Courier |
One last point to remember: Never change or remove the file extension of any attached file you send, no matter what method you use to send it. For example, if you send a Word file, such as Your CMA.doc, but omit or change the ".doc" part, the recipient's computer won't have a clue how to open that file.
E-mail is more than just messaging. It can also be a highly effective way to deliver documents that are important to your business and clients. Knowing how to do this consistently, regardless of the situation, will help eliminate frustration and make your online business that much more profitable.
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