If you ask a business owner what are the most important KPI’s for your business, they will tell you revenue, profitability, new customers, etc.

When you ask them about their most important web presence KPI’s, most of them will have no answers. What are your KPI’s?

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My answer is “Good content.”

Good SEO begins with good unique content. When your website has good information people will link to your website. Frequently updated content is also beneficial with search engines. Search engines like dynamic websites.

One of the keys to dynamic content is a cms website. CMS stands for Content Management System. A CMS website enables you to edit the content of your website as you would edit a Word document on your computer. CMS makes website editing easy.

If you don’t already have a website that is a cms website. Contact Webene, the web design company specializing converting existing websites to cms websites.

1) Know your e-mail delivery rate. As with everything in business, if you can’t measure it, you can’t manage it. Your first goal in improving your delivery rate is that you must be able to put a number on it. What is a reasonable delivery rate? If your company has a 95 percent delivery rate, you are doing well, but if the delivery rate is at 40% you have to make improvements.
Your e-mail service provider or IT department should be able to provide you with the exact delivery rate of your bulk e-mail sends. Once you have a baseline understanding, you can start making improvements. The goal is not perfection, rather it’s continuous improvement. Try to bring your delivery rate as close to 100 percent as possible.

2) Use a static IP address. An Internet Protocol (IP) address is a unique number that identifies a computer or server on the Internet. Don’t send your mass e-mails from a server with a shared IP address. Doing so can get your domain blacklisted by Internet Service Providers (ISPs). Blacklisting marks you as a spammer, and this can happen even if you run a completely legitimate e-mail system. Once blacklisted, your e-mails will not go through to recipients.

Let’s say your company is using a hosted or online e-mail service that hundreds of other companies also use. If the IP address is shared and one of those companies gets blacklisted, then your company’s emails won’t get through to recipients.
Now that you know all this, you can demand a dedicated IP address for your company. When your company is the only entity using the IP address for e-mail, your chances of being marked as a spammer mistakenly are miniscule. Before you accept a dedicated IP address for sending e-mails, make sure that the IP address is not currently on any e-mail blacklists. Use a service like http://www.spamcop.net, or http://www.spamhaus.org. Being on any of the above blacklists tends to indicate a real spam problem, and suggests you need to investigate what's going wrong, and you need to fix it. Your first step should be to get a dedicated IP address for your e-mail system.

3) Stay off of e-mail blacklists. Your first line of defense should be monitoring ISPs by making sure that your e-mail is delivered to inboxes. One way to do this is to have several e-mail accounts on the largest 15 or so ISPs, and check to see if your e-mails reach the inboxes. This is an expensive and time-consuming task. The fast and inexpensive way to check is to use a service such as http://www.deliverymonitor.com. For a fairly small monthly fee, they will monitor the largest ISPs to see if your e-mail is reaching the intended inbox or lands in the dreaded spam folder. If you find that your e-mails end up in the spam folder, you can directly contact the ISP to find out the reason.

4) Manage your e-mail lists. Review your e-mail lists with an eye to finding and removing incorrect email addresses, bounced e-mail addresses and inactive addresses. A bounced e-mail is usually the result of an incorrect or nonexistent e-mail address. As you remove bounced and incorrect e-mails, you will save money because you’re sending a smaller number of e-mails.
Removing inactive e-mail addresses is another essential list management practice. Inactive e-mail subscribers–those who have not opened your e-mails in a long time– should be required to re-opt-in.

5) Only send bulk e-mail to people who have subscribed. Don’t pre-check the subscribe button on the website forms. Pre-checking the subscription form may result in more subscriptions, but the quality of subscriptions will diminish. Customers expect reputable companies to ask for permission instead of assuming it. If you include a pre-checked sign-up box, people may either forget to uncheck the box or just miss it in their haste to complete the form. How people got on your list is a major driver of their likelihood to open future e-mails. Subscriber lists must only include e-mails of people who have specifically opted-in. It is better to have a smaller but higher quality list. If your e-mails offer real value to people, you will have no problem getting people to opt-in. If there is no perceived value to subscribe, you should have all the power to create value. Original useful content always attracts subscribers.

Bonus Tip: Ask people to designate your e-mail address as “safe,” “not spam” or “friend” within their e-mail program. This way, you will reduce the chance of landing your e-mail in the subscriber’s bulk folder. Do this on the subscription form page or on the sign up form’s thank you page.

Many businesses set up a website and forget about it. The idea for many is that now that we have our website, we can move finally onto more important things. The most difficult part of having a successful web presence begins after the website is online. Having a website is the beginning not the end.

It is important for entrepreneurs to dedicate some time to learn at least some of the most basic aspects of having a successful web presence. As business owners we are expected to understand our books and financial statements even though we are not CPAs. The same is true for our websites. We have to have at least a basic understanding of search marketing, e-commerce, e-mail marketing, analytics, etc.

To compare, online business success to building a house, having a website is like having a foundation. A foundation, not a complete house with doors, windows, walls, rooms, roof, etc. Your website doesn't guarantee you any business.
With over 100 million domain names registered today, you need to do a lot better than just having a website.
You may ask, why is it not enough to have a website to succeed online? The answer is simple. There are over 100 million domain names registered today. Your website in just one of millions of websites. Your site in itself is a start, but without visitors, it is an exercise in futility.

To succeed online you need visitors. Visitors, for the most part, come from search engines. Your website is only as valuable as the search engines think it is. Once your website is online your mission is to make your website stand out. I am sorry, but it is true. You have to work very hard, or you have to hire a professional Internet marketing firm, to help your website stand out. All those people telling you that succeeding online is quick and simple, well, they were not being honest with you.

Don’t think of your website as the end, think of it as the beginning of your online business success story. There is a lot of money to be made online, and you most definitely have a chance of making it online. Be prepared to learn a lot in the process, and work even more on your way to online riches.

Buy the book today and learn more about your opportunities!

For starters, break the list based on age. By age I mean, how long have we had the e-mail in our list. For example, we could have a list of subscribers that are newer than six months old and all others. We could e-mail our newer list more frequently than the older list. If we have a list of e-mail addresses that have not responded to any communication in the past six months, we could move them into another list. Then, delete e-mails that don't respond to our e-mail for another three months. In this manner we slowly weed out inactive e-mail addresses.

Think quality not quantity because e-mail marketing success is all about quality.