Marketers and retailers this holiday have opted to spend more money sending email promotions to bolster online sales than for online search or social media. According to Shop.org, “100% of online retailers planned e-mail marketing efforts, and nearly 97% would do paid and organic search marketing activities. Social media usage was increasing at a higher rate, but from a smaller base.”

More importantly, marketers are stressing that retailers also focus on execution of these strategies, specifically having the right landing page and presenting offers where users can find them. Emails should focus users to specific products or pages that correlate with the email message. Search ads should send users to special landing pages with appropriate keyword related content.

Search engines typically send users to pages deep within the site without the user ever having to hit the home page. So instead of placing promotions only on the home page, make sure they can be seen through-out the website too.