The Christmas period saw many online advertisers take full advantage of the benefits of email marketing, a new study has revealed.

According to BizReport, a survey conducted by the Email Experience Council (EEC) found that 23 per cent of companies ramped up productivity to over 100 per cent as retailers looked to make the most of the biggest spending period of the year.

It was also noted that overall, 88 percent of internet retailers had increased email frequency during the period – something that EEC’s director of retail insights and editor-at-large Chad White said was due to high levels of pressure.

"With the clearly weakening economy, retailers were under pressure even early on in the holiday season," he said.

He added that due to the "very inexpensive and effective way" that email marketing can be used to drive sales it was no surprise that retailers had decided to ramp up campaigns.

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