Do you use e-mail marketing to help drive customers back to your business? If not, you could be leaving money on the table.

Building an e-mail list and communicating frequently with the people on it, when done the right way, can help strengthen the relationship between you and your customers—and boost your revenues.

Of course, if you are going to use e-mail as a marketing tool, you need to invest in e-mail marketing software. Sending e-mails individually to a list you store on an Excel sheet, even if you create a group e-mail, is painstaking. It also leaves you without any ability to track how many people actually opened the e-mail.

There are many different e-mail marketing software platforms to choose from, and none of them are especially expensive. Many heavy Internet marketers go with Aweber, so if your business relies heavily on lead generation through Internet marketing, this is a good option.

Other popular options include Vertical Response, Mail Chimp and Constant Contact. Constant Contact has become especially popular among small businesses. In fact, more than 400,000 small businesses have chosen this brand. With that in mind, it’s worth taking a closer look.

One reason why Constant Contact is so popular among small businesses is because it’s easy to use. It also offers customized modules, like event marketing, social media and even online surveys. These tools create a full online marketing package for the small business.

Constant Contact is also strategic about adding new services based on customer feedback. For example, the company just added four new features to its Event Marketing product. The latest version integrates Google Checkout, the ability for nonprofit customers to make donations, the ability to share names of registrants on the event landing page, and more.

“Small businesses and organizations also need personalized coaching and the knowhow to use the product in the best ways possible,” says Christopher Litster, vice president and general manager of Event Marketing at Constant Contact. “That’s why we also offer free coaching with a personal touch, webinars, best practices guides, and support to make sure our customers maximize the impact of their event promotion and management efforts.”

Want more tips? Here’s a good video that offers more insight into “How to Choose The Right Email Marketing Software.”