In one of the last sessions at yesterday’s Online Marketing Summit Washington, DC featured Dylan Boyd, vice president of sales and strategy at eROI, who helped us to Connect the Dots: Integrating Emerging Channels into your Email Program.

Though most digital relationships originally started with a website, with email marketing bringing them back, more and more, customer relations are engaging on a host of mobile devices and social media platforms.

It used to be that it was only our email inboxes that were cluttered, but now it’s our Twitter, Facebook and RSS feeds that are overflowing with information. As well, as more users start accessing information from a variety of devices, companies find that standards have been slow to evolve, making it hard to keep content, branding and layouts consistent.

Lots of Consumption, Few Conversions

When you start with defining your company’s email success, you probably include many of the following analytics, yet Boyd maintains that conversions is the most important, especially if your end goal includes converting user to customer.

  • Delivered rate
  • Open rate
  • Click through
  • Conversions
  • Forwarding
  • Sharing
  • Adding preference
  • Unsubscribe

Boyd also recommends that we start integrating content where we already have traction, which we would know by using web analytics to find out what sites are referring users, what devices are being used and the keywords being used. From there we can begin to merge these referring channels together to maximize opportunities for our users.

From eNewsletters to mobile sites, organize your information based on the goals and actions you want customers to complete. Tailor your words accordingly. There is a difference between asking users to share, friend, become a fan. These actions may not always be appropriate. Try phrases like “share this deal” “tell a friend” to help make using social applications more applicable.

In addition, Boyd suggests testing different layouts to better understand which version engages users and prompts customer conversions. If web analytics and on-screen usability testing fail you, take an afternoon to watch people’s behaviors to understand how they interact with mobile devices.

Above all, Boyd recommends that you learn as much about your demographic through whatever means convenient.