Email Marketing: Canadians See More Email On A Weekly Basis, But Cracks Starting To Appear In Permission Based Marketing

Vancouver, BC - Email Marketing 2008 a new study released by Ipsos Reid, has found that Canadians are continuing to receive more and more email on a weekly basis. This continues the trend seen over the past few years. The average number of emails received increased by 9% in the past year, although the increase is much smaller than the 26% increase observed between 2005 and 2006.

The increasing volume of email received by Canadians is causing a few issues however, with 38% of Canadians saying that they have trouble keeping up with all the email they receive. The volume of email is also impacting working Canadians productivity at the office. In 2007, only 43% of Canadians felt that email has made them more efficient at work, compared to 52% in 2006.

"In order to combat the increasing volume of e-mail, Canadians have created 'junk mail' folders that capture over two-fifths (42%) of all email received," says Mark Laver, Associate Vice-President with Ipsos Reid. "Clearly then, Canadians are creating strategies to deal with the volume of email they receive."

While Canadians complain about the volume of email they receive, they may be their own worst enemy. Almost three-quarters (70%) of online Canadians have registered to receive emails from at least one website. This number has fallen from last year when nearly 80% of Canadians had registered to receive emails from at least one website. This decrease is also mirrored in the average number of sites these Canadians had registered with, which dropped from 8.5 sites in 2006 to 7.7 sites in 2007.

As online Canadians struggle to deal with email volume, many email marketers will have to deal with the reality that Canadians are deregistering from lists. Almost 80% of users who have registered with at least one website have also deregistered from an email list. Permission based email marketers will want to ensure subscribers receive relevant content on a consistent basis.

Although, Canadians continue to be willing to provide their email address to websites, the majority (60%) are only somewhat willing, depending on the reason. As Canadians try to manage their volume of email it would appear that there needs to be a compelling reason to sign-up. Laver noted, "This may be the beginning of Canadians trying to manage their email lives. Email marketers will have to find the subtle balance between frequency and relevancy in order for the medium to be a successful marketing tool."

For more information on this news release, please contact:

Mark Laver
Associate Vice President
Ipsos Reid
Public Affairs
(403) 294-7393
[email protected]

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey- based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.

In 2007, Ipsos generated global revenues of e927.2 million ($1.27 billion U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.

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