Nothing kills a customer relationship faster than an unreturned email message, which is why responding to queries should be a top priority for companies large and small. “If a brand fails to use the communication channels provided to customers, [it] risks not only losing the customer, but also backlash due to poor service,” says Kelly Reaves, media director at MindComet Corp., in Orlando, Fla.

Online relationship building takes work; it doesn’t just happen overnight. But companies that go the extra mile see benefits ranging from improved customer loyalty to increased sales. Here are six ways to get closer to your customers in the virtual world as part of a niche marketing effort:

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1. Start a dialogue. Communication is the foundation of any good relationship. Ask customers to share feedback, contact information, and preferences at every touch point. Explain how data is used, and avoid asking for too much. “Don’t capture a cell phone opt-in if a mobile marketing plan isn’t in place,” says Megan Smith, marketing consultant for Richards Relationship Marketing, in Dallas.

2. Get personal. As your database grows, evaluate information and pinpoint key customer segments. Create profiles for these groups, specifying their interests, personalities, and priorities. Then develop Web content and navigation that cater to them. “At the core of a great online relationship are relevant content and useful tools and resources,” says Grant Johnson, president of Johnson Direct in Brookfield, Wis.

3. Make video interactive. Videos can engage, entertain, and inform customers. Integrating calls to action, like “Ask a question” or “Share with a friend,” makes video a great way to interact as well. “You’ll build relationships with viewers more quickly, increase viral opportunities, and build profile data,” says Ann Roskey, vice president of marketing and audience development for Accela Communications in Southboro, Mass.

4. Think outside the blog. Farstar, a marketing firm based in Frisco, Texas, sees potential for blogs to do more than deliver commentary or chronicle daily developments. The company’s Web site, wedontplayfair.com, is entirely blog-based. Posts from founder and CEO Kevin Lofgren describe Farstar’s staff, culture, and work, and readers can leave comments. “This format promotes interactivity and insight from potential customers,” Lofgren says.

5. Say thanks. A little gratitude goes a long way. Smith says thank-you emails to customers can increase customer loyalty. As a reward for online purchases, she adds, “consider providing special offers, such as in-store-event invitations, surprise gifts, or discounts.”

6. Track, analyze, and optimize. Use analytics to ensure your Web site resonates with customers. Smith recommends Google Analytics (google.com/analytics), a free reporting tool that tracks site visits, average viewing time, and other metrics. “Set goals for key metrics, and make modifications as necessary to optimize for visitors,” she adds.

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