Permission-based consumer and business e-mail list prices have fallen significantly while most categories have remained relatively stable, according to Worldata’s Summer 2010 list price index.
“The most noteworthy aspect of this report is the permission-based consumer e-mail category,” said Ray Tesi, senior vice president, in a statement. “Looking back 24 months ago, the average on these files has dropped more dramatically than any other. Going from an average of $170 per thousand in 2008 to an average of $112 per thousand now, it is apparent that the economy has forced business-to-consumer e-mail marketers to significantly cut back. Not with any other category have we seen such a persistent downward trend. This data definitely shows that consumer files are taking the longest to recover.”
The index also found that:
*Permission-based business-to-business e-mail remains the highest-priced domestic category, with a Summer 2010 straight average price of $279 per thousand, a decrease of $9 per thousand from last year.
*Public sector ranks as the next highest-priced category, with a Summer 2010 straight average price of $173 per thousand, a decrease of $1 per thousand from last year.
“With many categories stabilizing, business-to-business e-mail is still showing a decrease from last summer,” noted Tesi. “Prices still dropped this year but at a slower rate than we have seen in the past.”
*Donors remains the lowest-priced category, with an average list price of $85 per thousand, increasing $1 per thousand over last year.
In addition, prices for permission-based international e-mail files have decreased $2 per thousand from last year with a current straight average price of $402 per thousand.
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