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In the run-up to Christmas, a variety of stores, including The Thresher Group, Borders and Gap, emailed consumers money-off coupons.

Threshers sent out a 40 per cent money-off voucher, which was supposedly only intended for suppliers and their friends. However, this spread virally via the internet, with some reports indicating it was downloaded more than a million times.

"We have won many new customers," said Roger Whiteside, CEO of the Thresher Group. "With so many [products] selling at a positive margin it is making for an excellent end of the year for us."

Borders also experienced positive effects from its campaign. "We saw a 75 per cent year-on-year increase in activity from the email," said its consultant brand manager, Trevor Corfield.

Michelle Hocking, head of marketing and partnerships at CheetahMail, recognises the power of a good viral campaign. "It's a great technique if you can get it right," she said. "The more channels a person shops through, the more they are likely to spend with that particular company."