E-mail list prices, long notorious for being among the costliest files in marketing, are continuing their price slide, according to list firm Worldata. Permission-based e-mail consumer lists, which averaged $150 per thousand in fall 2008, dropped to $114/M in fall 2009.
Permission-based business-to-business e-mail lists were the highest priced domestic category, with an average cost per thousand of $288. But that was five dollars off the level seen a year ago. Public Sector lists ranked as the next-highest-priced category range, with a fall 2009 straight average price of $173/M, decreasing $1/M from last year.
There was a little good news for list managers. Donor and newsletter lists both saw average price increases. Newsletters showed the greatest price increase within any category over the previous year’s level, with a average price of $171/M, a $6/M increase over last fall. And while donor lists rose by $1 per thousand, they still clocked in at the lowest overall price, averaging only $84/M.
This year marked the first time Worldata had year-over-year data for permission-based international e-mail lists. These averaged $406/M, a $14 drop from last fall’s level.
“The international data that we’ve collected over the year is very significant. We can see that direct marketers are continuing to explore opportunities outside the US which is another open-door for our industry,” Ray Tesi, senior VP of Worldata, said in a statement.
Worldata is a Boca Raton, FL-based list and database marketing services firm.
