It's been reported that it is roughly six to twelve times less expensive to sell to an existing customer than to gain a new one. This means that the value of customer loyalty-and building client relationships-is too great to discount. So how can you build a lasting relationship with your client? One of the easiest and cheapest ways to connect to customers is through eNewsletters.

Communicate Regularly

Interact with your clients regularly. Through email marketing software, you can do so without being invasive. Gather detailed information on your clients and target specific demographics with pertinent email newsletters through segmentation.

Also, keeping in touch with customers on a regular basis will let them know that you value them. Because email marketing software is so inexpensive, you can afford to contact your clients at least once a month. If you have sales or coupons, feel free to send eNewsletters more frequently. Just don't bombard your clients with junk emails.

Don't Be Passive

By sending out eNewsletters you are actively pursuing your existing and prospective clients instead of waiting around for them to return to your website. While you can utilize traditional advertising methods, such as banner ads or distributing flyers, with email marketing software you can track how effective your newsletters are.

Educate Your Clients

When your customers are well-informed about your services and products, they will be more likely to purchase than if they had to scour your website for important information. Your email campaign can lead a prospective client through the sales process with effective calls-to-action and the right information. Make sure to let clients know when a new product is released. If you've fostered the relationship properly, they will be the first in line to purchase.

Earn Their Trust

Customers will develop brand loyalty with a company they trust. Be a reliable source of information and treat your clients with respect. Don't spam them with junk emails and always make sure you have their permission to send them eNewsletters. With the right email campaign, you can open the door to two-way communication, which can help you better serve your customers ongoing needs.

Personalize Your Email Campaign

A tip for writing effective email newsletters: Be professional yet personable. Approach your subscribers as you would a friend. You need to offer them something valuable before they'll begin to open your emails (and trust you). Add personality to your campaigns. If your email marketing software allows it, address customers by their first name. Also, focus on a killer subject line to make sure your email campaign is opened and read.