A report from StrongMail and Zoomerang found that 68 percent of businesses using email marketing plan integrate it with their social campaigns for 2012.

Sixty-eight percent of businesses included in a recent poll from StrongMail and Zoomerang said they will integrate their social media marketing and email marketing campaigns in 2012, the companies said in a joint release.

Including social sharing buttons on email campaigns will provide users with the opportunity to click through to a Twitter or Facebook page when they receive their newsletters. As is the case with most web marketing campaigns, integrating different channels helps increase brand touch points and builds loyalty with existing customers while providing more in-depth information for prospects.

Moreover, 44 said they plan to integrate email marketing with their mobile campaigns and 17 percent said they would integrate email with their search campaigns as well.

In general, web marketing initiatives should focus on conversion optimization, essentially allowing website visitors, newsletter recipients and/or social followers to access different content across every platform from other channels.

Brafton reported last week that businesses sharing content across several different channels are more likely to see improvements in lead generation and conversion. The integration of email, social and marketing initiatives allows prospects to reach several different access points and encourages them to further share businesses’ content. 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.