Yes, that’s right. Everyone is looking to quantify their advertising expenses, both traditional and Web traffic. A quick, inexpensive way is to get a toll-free number (800, 888, 877 or 866) that you do not use anywhere else, and use that number on your Web site.

When you get your phone bill, you’ll see all the calls to that number. You’ll know that they were all generated by visits to your web site. Like any statistic, it is just another number, but if you use those figures along with other site analytics you’ll get a better idea of how your Web site is performing.

Oh, if you really believe most prospects will call if you don’t offer a toll-free number, you probably don’t have enough traffic to worry about.

An exclusive toll-free number for your site, it’s a win-win.

Here are a few things to think about before clicking the send button. Some will help you avoid embarrassment, some will help get your e-mail delivered, some will help get it opened. In no particular order:

Don’t forget to include a subject. Even if spam filters don’t grab your message, your recipient may be afraid to open it.

Don’t use ALL UPPERCASE characters. Spam filters will most assuredly grab your message.

Why, what, and to whom –

Why: Are you dispensing information, or are you expecting something in return from the recipient(s), such as action, or confirmation?

What: Clearly and succinctly state the subject.

To Whom: More than one recipient? Be careful with this. Always consider that some of the recipients will “Reply to All.”

Consider your readers: Will they save the message for reference? A well-written subejct will make it easy to file or filter by category.

WebWise Tip | Equally as important is your “from” or sender line – the field that indicates who sent the email. Synergy between your “from” and your well-written “Subject” can be greatly enhance the prospect of your e-mail getting opened quickly.

How about you? Any favorite “subject” do’s or don’ts?