Theresa, from Budget Dial ( www.budgetdial.com ) says "I recently started a Living on a Budget newsletter because so many people who are coming to me to save on their telecommunications costs. So a frugal living newsletter with tips, ideas was a natural offshot. I am able to use my experience being frugal and share it with my customer and readers.

The top reasons why it's so important to have a newsletter:

- Keep in contact with current customers.

Even if a customer has purchased from you in past, if you don't keep in contact with them you may loose them to someone else in your industry. They may not always know about your latest specials or new products, so it's important to let them know. As your business grows, it becomes impossible to email each and every person that's ever purchased from you, and a newsletter can take care of this problem while still keeping it on a personal level.

- Announce parties, specials and new products

Search engine marketers trying to get new business from medium to large Web sites can ask for log files from potential clients. They can then determine percentage of traffic from search engines for those potential clients. They can compare it to average, and use that number to prove need for their services as well as importance of search engine marketing.

The same principle applies to SEOs trying to prove to marketing or management departments that search engine marketing needs to be taken seriously.

Measuring percentage of traffic from search engines over time is one way to measure effectiveness of an online marketing campaign. But hang on, because we're going to explain a few other definable elements that you may have previously thought of as un- measurable.

What other elements can be truly and effectively measured?

What about measuring things you probably haven't considered before, such as site stickiness and brand blurriness?

Site stickiness measurements are normally taken from first page of a Web site as it's usually most trafficked page and entry point for majority of online visits. The stickiness metric measures if people are finding what they expect to find as soon as they arrive on site.

Brand blurriness refers to visitors who have searched for a similar product but landed on your page. In that case, your product or company names are similar, and it appears you may have a branding problem.

But how can you measure site stickiness and brand blurriness?

Have you heard of "scorecarding"?