E-mail marketing is a method of direct marketing that uses e-mail to communicate commercial messages and advertisements to consumers. Every e-mail that is sent to a current or potential customer can be considered e-mail marketing. The term is also used to refer to e-mails with the purpose of enhancing the relationship with the consumer or client and to encourage customer loyalty or e-mails to keep customers updated with new products and features. E-mail marketing is an inexpensive way of keeping in touch with current customers, building relationships with customers, and to attract new clients and obtain their business.