List managers who specialize in e-mail consumer files probably took in their belts a notch during the past year: prices of consumer e-mail lists fell more steeply than any other category between spring 2009 and now, according to Worldata’s Spring 2010 List Price Index.
Permission-based consumer e-mail lists fell $13 per thousand, dropping from an average price of $121 per thousand in spring 2009 to $108 per thousand. But permission business-to-business files took their lumps as well: While this category was still the highest price, at $281 per thousand, this was nine dollars less than the level seen a year ago.
“Consumer email lists pricing…has continued to decline over the past few years,” said Ray Tesi, senior VP of Worldata, in a statement accompanying the report. “Although it seems that direct marketing is beginning to regain its strength, there is no doubt that consumer marketers are still the most cautious when it comes to spending, as shown by the aggressive drop in pricing in consumer email file [costs per thousand].”
Newsletter lists retained their position as the second-highest-priced category, increasing from an average price of $170 per thousand a year ago to $174 per thousand.
Donor lists remained the lowest-priced category, with an average list price of $84 per thousand, a dollar more than the level seen in spring 2009.
“The Donors category is bouncing back up to the same average price of $84/M that it was in 2008,” said Tesi, in the statement. “Not only are individuals returning to contribute more regularly, but marketers are aware of how valuable donors can be for other offers.”
Business Merchandise Buyers, Consumer Merchandise Buyers and Database/Masterfiles had average per-thousand name prices of $116, $97, and $144/M respectively, holding their costs from last year’s levels.
Worldata is also tracking permission-based international e-mail, and observed that prices increased by $1 per thousand for these lists, to an average of $408 per thousand.
“International email marketing is still proving to be an invaluable channel for many domestic companies looking outside the US for potential customers,” Tesi said in the statement. “The economy prompted marketers to expand their audience, and with its success they are continuing to explore this option. Now more and more e-mailers are taking advantage of this lucrative community.”
