Did 55% of Canadians Really Re-up on Marketing Emails?
Inertia rules, so there's no way most Canadian email recipients took action to continue receiving marketing emails, claims Ken Magill of The Magill Report. The email marketing thought leader was opining about survey results released on Tuesday by the Canadian Internet Registration Authority (CIRA) and Ipsos Reid. The poll found that 67 percent of the nation's email users considered whether to opt in to marketing emails they'd been receiving before Canada's Anti-Spam Legislation (CASL) took effect on July 1. Among the 36 million-population nation's (opens as a PDF) marketing email recipients, 55 percent of inbox users told researchers they chose to continue getting the messages.
On Tuesday Magill, a former Target Marketing blogger, made his thoughts clear in his headline, "Stupid Study Watch: 55%? Pshaw!"
"Folks, direct marketing just doesn't work this way," he writes. "Am I saying the CIRA and Ipsos Ried are lying? Absolutely not. I believe survey respondents said they consented to continue to receive commercial email 55 percent of the time. But self-reported behavior is notoriously inaccurate. The figure is likely closer to 10 percent."
Continuing with his reasoning, Magill cites his own opt-in figures. To receive The Magill Report, subscribers need to supply their email addresses and reply to his confirmation email. Magill says 30 percent to 40 percent of email address suppliers don't reply to the confirmation email and, therefore, don't opt in to receive his newsletter.
Gwenn Freeman, a privacy strategist for KBM Group, says marketers need to pay attention to CASL, even if they don't think it applies to them, because "the cost of non-compliance is high, with fines of up to $1 million for an individual and up to $10 million for a business."
In her August 2014 Target Marketing article, Freeman describes CASL as regulating "commercial electronic messages (CEMs) that are sent from computer systems located in Canada or accessed (received) from computer systems located in Canada."