Consumer, business e-mail list prices tumble

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The rental prices of consumer and business e-mail lists have dropped significantly from a year ago, according to Worldata's Summer 2010 List Index. Permission-based business-to-consumer e-mail prices fell $8/M to $112/M since summer 2009 – and is down 34.12% over the past two years.

“What we're seeing is the price for business-to-consumer e-mail has dropped precipitously over the last two years,” said Worldata SVP Ray Tesi. “That really, as far as we would estimate it, is a sign of the economy and the weak comeback on the consumer side. We still have issues in the economy. People are still not using any expendable dollars in any great way right now.”

The permission-based business-to-business category, the highest-priced domestic category, declined $9/M year-over-year to $279/M. The database/master files category took the largest plunge, down $11/M to $130M.

Most other sectors were relatively stable, with the categories of donors, business magazines/controlled, books and CDs and attendees/members seeing modest increases.

“The takeaway is we are still not out of the woods economically, but we're seeing some leveling off in different sectors,” Tesi said. “Consumers will probably be that last group to level off, but at least we're starting to see some stabilization within many of the sectors that we've been charting.”

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