Spend on email marketing is up

Email marketing is on the rise in Canada

Marketers spent $21.8 million on email marketing in 2015

Email marketing is alive and well in Canada, according to a new report from eMarketer.

Last year Canadian marketers spent $21.8 million on email marketing, up 14.8% from 2014, the research firm said. eMarketer expects email spend to climb an additional 10% this year and continue to grow steadily over the next four years.

The lion’s share of the spend is being put towards permission-based email marketing, meaning communication that consumers have consented to by signing up for an email list or newsletter.

When the CRTC introduced new, more stringent “CASL” anti-spam laws in 2014, many in the ad industry speculated about the “death” of email marketing. The latest numbers from eMarketer suggest concerns about the law’s impact on email marketing were exaggerated.

In fact, some suggest CASL actually had a positive impact on email marketing. The eMarketer report concludes that CASL led to cleaner email lists and improved performance for marketing messages.

Ipsos Reid chief operating officer Steve Levy has likewise said CASL was a positive catalyst for change for the industry. Speaking at Marketing‘s 2015 Digital Religion conference, Levy said CASL led to “less clutter” and more impactful connections between brands and consumers.

“Brands were forced to pay much more attention to what they were doing, so it’s much more targeted,” Levy said.

Ipsos own research has also concluded email marketing is healthy in the Canadian market. According to Ipsos data, eight out of 10 consumers are willing to receive emails from brands. The firm’s research also showed that 83% of marketers reported they use email marketing “frequently” in 2014 – a sharp rise from 39% in 2006.

Add a comment

You must be to comment.

Tech Articles

GroupM integrates data offering with new platform

The media investment group has announced the global launch of [m]Platform

Increased demand drives Grocery Gateway’s growth

Longo's CEO says online grocery shopping has 'come of age'

Luxury retail must go digital or be forgotten (column)

AJ Dalal says luxury retail ignores the connected shopper at its peril

Creative machine thinking (Column)

Don't dismiss AI's overhyped potential

Canadians warm up to social commerce

PayPal and Ipsos research shows "Shop Now" buttons are gaining traction

Online ad exchange AppNexus cuts off Breitbart

Popular online ad exchange bans site for violating hate speech policy

Videology brings Bryan Segal on board

Former Engagement Labs CEO to lead Canadian operations

A CEO’s tips for using DIY video in consumer marketing (Column)

Vidyard's Michael Litt argues against outdated 'text tunnel vision'

Facebook buys facial analysis software firm

FacioMetrics acquisition could lead to a new kind of online emoting