E-mail list prices fall, B-to-B E-Mail Lists Priced at $277/M

Although permission-based b-to-b e-mail was ranked the highest-priced list rental category—with a straight average price of $277 per thousand names in October—it was the largest price decrease among list types compared with the same period last year, according to list manager Worldata in its Fall 2006 List Price Index. B-to-b e-mail list prices decreased an average of $4 per thousand compared with the same period last year.

Worldata List Price Index examines the average price per thousand (PPM) of the lists we have grouped in each category. Triple bars are used in each category for easy comparison of October 2004 and 2005 prices to October 2006 prices.

Other Highlights:

  • Newsletters remains the second highest priced category, with an October 2006 straight average price of $178 per thousand names, a $3/M increase from last year, partly attributed to Agency Sold issues and the demand to Direct-To-Publisher names.

  • The Donors category continues to display the lowest overall price, $81/M, but had a huge increase of $6/M over last year.

  • The heaviest percentage increase occurred in the Donor category with an 8% increase, followed by a 4.5% increase in the Attendees/Members category.

For over twenty years, the Index has served the Direct Marketing community as the key source for the pricing and trending of all list rental pricing. The Worldata List Price Index provides a comparison of list prices during any given 12-month period and is reported quarterly.

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