Email marketing is just one of the campaigns marketers are actively looking to improve measurement of.

Small businesses relying on email marketing to generate more web leads and conversions must beef up their cross-channel strategy, according to a report from MarketingProfs.

Using social media marketing along with email encourages prospects to share content they enjoy or find useful with their own friends or followers. Implementing social sharing buttons on email marketing material is fairly simple process that can greatly enhance campaigns.

Moreover, content writers developing original material for emails should apply the same principles of audience targeting to these articles as they do to website content. Focusing on the same general messages is critical, as MarketingProfs reported that convertible prospects are likely going to interact with multiple channels.

According to MarketingProfs’ Maciej Ossowski, email marketing is evolving heavily, but businesses must stay true to a cross-channel focus, among other principles to reach their goals for email.

Among the changes to email marketing that businesses must temper with some more traditional guiding principles is the use of customer information to tailor content. ContentLEAD recently reported that more than 83 percent of SMBs using email marketing believe they can target email content more effectively.