Permission-based business-to-business e-mail lists cost more, on a per-thousand basis, than any other list category, followed by permission-based consumer lists, according to a new study.
According to The 2001 List Price Index, which tracks and ranks average prices and changes in costs for lists in 13 categories, in April 2001 prices for these two types of e-mail files averaged $268/M and $207/M, respectively. B-to-B e-mail lists jumped $9 per thousand from April 2000, while consumer e-mail files rose $3 during the same period.
Among B-to-B e-mail lists, the highest priced file was the Workforce Online Users, at $440/M, while among consumer e-mail files WebPromote, at $275/M, lead the pack.
Newsletter lists were the most expensive of the offline lists, at $153/M, but this category was one of only two to see a decline in its average price. In April 2000, these lists averaged $156/M. The other category that slipped was business merchandise buyers, which fell $2, to $108/M.
According to Worldata/WebConnect, which coordinates the index, the newsletter category is losing demand as businesses and consumers turn to other forms of media for information.
Attendee lists showed the biggest percentage gains in price, jumping 8% from an average cost of $102/M to $111/M. Worldata/WebConnect attributes gains in this category, as well as the B-to-B electronic files, to increased demand in the B-to-B market. This is also seen in the 4% rise in the business magazine/controlled circulation category, which rose from $124 to $129.
Among the other list categories, book/record/tape club buyer list prices rose 3%, as did databases and masterfiles; business magazines/paid circulation lists were up 2%; consumer magazine and donor lists rose 1%, and consumer book buyer list prices were identical with those seen a year ago.
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