Vancouver, BC – A new study released by Ipsos Reid, "Email
Marketing 2007: SPAM or Marketing – Do Canadians Know the Difference?", has found
that even though an amazing 66% of Canadians prefer communicating via email over other
methods, 44% of us agree that we can hardly keep up with the amount of email that we
receive. And spam is the primary culprit. Yet Canadian’s willingness to provide email
addresses to companies that ask continues unabated. But will the continued influx of spam
and increasingly fickle attention level of consumers mean that permission-based email is
doomed to a short lifespan, or will the innovation being applied to this relatively new tool be
enough to propel it forward for several more years?
After a steady decline since 2003 in the amount of email received by Canadians in an
average week, that figure has risen again. Canadians report receiving an average of 206 e-
mails per week, a 26% increase over last year and up from a high in 2003 of 197. But a
significant percentage of our inboxes is occupied by spam. Three-quarters of Canadian
Internet users (76%) report receiving at least one unsolicited e-mail per week, and the
average number of unsolicited emails received has jumped markedly from 86 in an average
week in 2005 to a whopping 130 currently. But the culprit for the perpetuation of spam is
ourselves, as a surprisingly high percentage (25%) of Internet-enabled Canadians have
opened an average of 3 spam emails per week, mainly because of curiosity (61%), or wanting
to know more about the product or service (25%).
Despite the continued and increasing influx of spam, Canadian’s appetite for permission-
based email continues to increase, as nearly eight-in-ten (79%) have registered with at least
one website to receive e-mails, registering with average of 8.5 sites, up from 8.2 in 2005.
Entertainment sites top the list as the most popular sites to receive emails from followed by
travel sites, e-commerce sites, news and information sites and health and fitness sites. Yet
Canadian’s willingness to provide one’s e-mail address to a website continues to increase, as
67% say they are willing to provide their e-mail address to websites, up from 61% in 2005.
Although companies have had success in enticing Canadian internet users to register on
their website to receive e-mails, many are also deregistering from sites as well. Four-in-five
Canadian internet users who have registered at a website to receive e-mail have also
deregistered, stating a variety of reasons including a loss of interest (43%); the inability to deal
with e-mail volume or no time to read the emails (25%); and, too much junk mail or irrelevant
Steve Mossop, President of Ipsos Market Research in Western Canada says, "The
challenge for marketers is clear; to keep Canadians interested in your email communications,
you must be relevant and engaging, find an appropriate frequency for your communication,
and keep the volume at a reasonable level. Striking the right balance of relevancy and
frequency is critical to your email marketing success. If you don’t understand the needs of your
audience, the ultimate penalty is similar to the treatment of spam, and that is a lost customer at
the simple click of a mouse."
The Ipsos Canadian
Inter@ctive Reid Report is the largest, most comprehensive and authoritative source of its
kind about quarterly Internet trends in Canada. The results are based on two separate data
collection instruments. In the first, 1,000 web users from Ipsos Reid’s Canadian Internet Panel
are surveyed online. Panelists are chosen through random telephone surveys conducted on
an ongoing basis across Canada. Results are complemented by a further 1,000 interviews via
telephone with Canadian adults in order to verify results of the panel, and track issues among
Telephone interviews for this release were conducted from January 24 to 31, 2007
while the online data was collected from January 25 to 30, 2007. These data are statistically
weighted to reflect the population proportions of regular online users by online expertise and
regional distribution. With national samples of 1,000 telephone interviews and 1,070 online
interviews, one can say with 95% certainty that the overall results are within a maximum of ±
3.1 percentage points of what they would have been had the entire population of Canada’s
regular online users been surveyed. The margin of error will be larger for sub-groupings of the
For more information on this press release, please contact:
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.
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 2006, Ipsos
generated global revenues of 857.1 million euros ($1.1 billion USD).
Visit www.ipsos.com to learn more
about Ipsos offerings and capabilities.
Ipsos, listed on the Eurolist of Euronext – Comp B, is part of SBF 120 and the Mid-
100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement
System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP