Canada Email Marketing: Reports of Its Demise Have Been Greatly Exaggerated - eMarketer
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Canada Email Marketing: Reports of Its Demise Have Been Greatly Exaggerated

eMarketer Report

By: eMarketer

Published: March 03, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Email advertising in Canada is a greater than CA$32 million ($25 million) annual market and is poised for steady growth. The anti-spam law, mobile’s rise and improved targeting are sparking renewed marketer confidence.

  • Email ad spending in Canada totaled CA$21.8 million ($17.1 million) in 2015, up 14.8% from the previous year. In 2016, the market is forecast to reach CA$24.0 million ($18.8 million).
  • Permission-based email—in which brands cultivate and market to owned lists—is a much larger market than paid email channels. eMarketer estimates the email service provider (ESP) market to be nearly CA$50 million ($39.1 million) annually, a consequence of near-ubiquitous email promotion.
  • Canada’s Anti-Spam Legislation (CASL), which took effect July 1, 2014, has had a major impact on email marketer plans. In the short term, spending on email dropped significantly, as marketers paused to interpret the law. Now, the law is having a positive effect on the industry due to cleaner email lists and consumers’ more accepting attitude toward email, because they choose what they receive.
  • Mobile devices, especially smartphones, have increased open rates in email campaigns. Today, almost half of all email opens are mobile, and nearly a third of all clicks are driven by mobile. Creative tailored to phones’ smaller screens and mobile-oriented calls to action are two reasons why mobile’s click share now approaches that of desktop in some campaigns.
  • Personalized email, based on new analytics tools and integration with other digital targeting, enables engaging with individuals using their web history and personal email patterns.

"Email ad spending in Canada was CA$21.8 million ($17.1 million) in 2015. By 2019, it will exceed CA$30 million ($23.5 million) annually, proof that email as a promotional vehicle will remain a fixture in digital marketing."

Table of Contents

Market Overview

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The Top Three Drivers of Email’s Renewal

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9 charts are included in the full report:

Canada Email Marketing: Reports of Its Demise Have Been Greatly Exaggerated

Email Ad Spending in Canada, 2014-2020 (millions of C$ and % change)

Market Overview

Email Ad Spending in Canada, 2014-2020 (millions of C$ and % change)

Email Performance Benchmarks

Marketing Formats that Generated the Highest ROI According to Marketers in Canada, March 2015 (% of respondents)

Email Marketing Performance Metrics in Canada, Q3 2013-Q3 2015

Leading Sectors

Email Marketing Performance Metrics Worldwide, by Industry, Jan 5, 2016 (among clients of MailChimp)

The Top Three Drivers of Email’s Renewal

Top 10 Email Clients Worldwide, Ranked by Email Open Share, Dec 1, 2015-Jan 1, 2016 (% of emails tracked)

Email Marketing Open and Click Share in Canada, by Device, 2015 (% of total emails sent by Inbox Marketer clients)

Email Marketing Click-to-Open Rate in Canada, by Device, 2015 (among emails sent by Inbox Marketer clients)

Beyond Segmentation: Personalization

Types of Data Leveraged in Their Email Marketing Programs According to Marketers Worldwide*, Dec 2015 (% of respondents)

Effect of List Segmentation on Select Email Marketing Performance Metrics Worldwide, Jan 5, 2016 (among clients of MailChimp)