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The downside to having a dedicated IP address is the cost. Most ESPs charge an initial set-up fee of $500 to $1,000 for a dedicated IP address; there's also often a $250 monthly fee for maintaining it. This directly impacts your e-mail ROI (define). For large quantity senders the additional cost is minimal, but for those sending small volumes of e-mail it can make a dent in your profit margin. A shared IP address is just what it sounds like -- you're sharing the IP address with other organizations. Every company sending from the IP address has the potential to impact, positively or negatively, its reputation. If your IP address neighbors are good guys, the reputation shouldn't be damaged. But if one of them (or if you) does something that raises a red flag, the IP address' reputation will be tarnished and all e-mail sent from it could be blacklisted. Why Might You Want to Share an IP Address? The ESP I spoke with recently raised another valid positive about shared IP addresses, at least for low-volume senders. When we talk reputation, we talk about positive, neutral, and negative. To get on the reputation radar, the IP address needs to be sending a certain amount of e-mail each month. If your sends are small, your dedicated IP address may be below the radar and never "qualify" for a positive or a negative reputation -- you'll be stuck with a "neutral" reputation or no reputation at all. This isn't all bad, but it's also not all good. By having companies share IP addresses, this ESP contends it is able to get enough volume to earn positive IP address reputations, which helps its customers' e-mail get to the inbox. This is a valid point, as long as everyone using the IP address behaves and avoids red flags. It's a calculated strategy, one which requires the ESP to provide education about e-mail best practices and closely monitor every IP address to ensure customers are in compliance. If you're sending from your own in-house system, these same pros and cons apply

The downside to having a dedicated IP address is the cost. Most ESPs charge an initial set-up fee of $500 to $1,000 for a dedicated IP address; there's also often a $250 monthly fee for maintaining it. This directly impacts your e-mail ROI (define). For large quantity senders the additional cost is minimal, but for those sending small volumes of e-mail it can make a dent in your profit margin. A shared IP address is just what it sounds like -- you're sharing the IP address with other organizations. Every company sending from the IP address has the potential to impact, positively or negatively, its reputation. If your IP address neighbors are good guys, the reputation shouldn't be damaged. But if one of them (or if you) does something that raises a red flag, the IP address' reputation will be tarnished and all e-mail sent from it could be blacklisted. Why Might You Want to Share an IP Address? The ESP I spoke with recently raised another valid positive about shared IP addresses, at least for low-volume senders. When we talk reputation, we talk about positive, neutral, and negative. To get on the reputation radar, the IP address needs to be sending a certain amount of e-mail each month. If your sends are small, your dedicated IP address may be below the radar and never "qualify" for a positive or a negative reputation -- you'll be stuck with a "neutral" reputation or no reputation at all. This isn't all bad, but it's also not all good. By having companies share IP addresses, this ESP contends it is able to get enough volume to earn positive IP address reputations, which helps its customers' e-mail get to the inbox. This is a valid point, as long as everyone using the IP address behaves and avoids red flags. It's a calculated strategy, one which requires the ESP to provide education about e-mail best practices and closely monitor every IP address to ensure customers are in compliance. If you're sending from your own in-house system, these same pros and cons apply

Building online reputation. "If your website is already or is becoming a significant part of your marketing or operation, it is going to start to be more and more important that you are aware of your online reputation. The internet has many venues for individuals to voice their opinions and concerns about your product or service, so it's going to be to your advantage to be aware if your name is being praised, or dragged through the mud. If you're not sure how to do this, here are a few suggestions:"

Questioning the Future of Search By Mike Grehan, ClickZ, Jan 26, 2009 Related Reading New Signals to Search Engines Ajax and Search Engines SuperPages.com Combines Local Search with Social Networking Search Engines Are Allowed to Reject Ads Suggested Searches search engines - social networking - reject ads - static link Subscribe to newsletters Subscribe to RSS feeds Post a comment (0 posted) Last week I presented a Webinar based on the "thought paper" I wrote called, "New Signals To Search Engines." As it was a long read at 23 pages, I highlighted the more salient points, but mainly wanted to try and answer the hundreds of questions I received following its publication. The top question was about social media. It seems that many companies already have barriers to entry. Amy Labroo, associate director of online media at Advantage Business Media, asked specifically about any backlash due to unmonitored content in the social media space. I've come across this situation quite a lot recently. Many companies worry about negative commentary and therefore don't accept comments on their blogs or social network sites. In fact, many haven't started a blog or a dialogue space at a social networking site. This is simply hiding from your audience. If people have negative commentary about you and they can't make it known at your Web site or blog, they'll make it known somewhere else. I advocate putting yourself out there and listening to your audience. Marketing has changed from a broadcast-my-corporate-message medium to a listening medium. The voice of the customer is very, very loud online. And those companies that still believe they own their brand and the message may well be in for a bit of shock as brands are hijacked by customers. Let your customers have their say. Keyword-driven marketing is all about understanding the language of the customer and creating marketing messages in that language. From time to time, I meet with creative agencies and almost always end u

You could use a number of tools to determine which advocates are the most influential. Some of the well-known ones are: Kred PeekYou Traackr MBlast PeerIndex Klout

"Pricing"