According to the research carried out by Experian's email marketing firm CheetahMail, there was a 5.9% increase in click-through transactions for the month of December, peaking at 24.3% on New Year's Eve.
The report also found that shoppers were still ordering online on Christmas Day and Boxing Day, when 2.4% of click-throughs resulted in transactions averaging 拢36 a sale.
The average order value for December peaked at 拢40, with New Year's Eve returning the highest average order amount of any single day with 拢130 -- 拢45 more than the highest pre-Christmas level of 拢85 on December 4.
Matt Potter, head of client services at CheetahMail UK, said: "At December's peak, one in every four click-throughs resulted in a sale, demonstrating that highly targeted email marketing campaigns clearly work.
"With measurable returns like these, it's clear that email marketing -- whatever the time of year -- is a major sales channel and one that can help organisations improve their customer value management in a highly competitive market place."
Potter also predicted that based on the current levels, retailers investing in multi-channel marketing could expect another hike for December 2007.
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