Christmas time can be profitable for businesses using email marketing, one expert has suggested, but brands need to focus on including specific content – such as promotional codes and e-gift cards – to be successful.

Diane Forster, writing for PromotionWorld, noted that promotional codes are appealing as they make customers "feel as though they are going to receive an exclusively low price".

She also recommended that those involved in internet marketing services send out e-gift cards, which proved successful in 2008 with such methods featuring in over 20 per cent of internet-based retail send-outs in the three days before Christmas.

Ms Forster further advised companies to ensure they have an attractive subject line so as to command the attention of the user, through highlighting features of the email’s content.

Last month, the Email Marketing Platforms Buyer’s Guide, brought out by Econsultancy, revealed that the email marketing industry in the UK is expected to have grown by approximately 15 per cent at year end.

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