B-to-c e-mail list prices drop 7% this winter: Worldata

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The average cost of permission-based b-to-c e-mail lists dropped 7.27% year-over-year this winter, according to Worldata's Winter 2011 List Price Index. The consumer book buyers, consumer magazines and consumer merchandise buyers categories all saw price increases of 1.11%, the list marketing company said.

The permission-based b-to-c e-mail category saw the largest average price drop year-over-year, falling $8/M to $102/M.

“Mailers have always been cost-conscious,” said Ray Tesi, SVP of Worldata. “They're being cost-conscious more so now during an economic recovery. When it comes to e-mail, consumer-side ROI stats are not where they should be, which is causing more bargaining to try to get more e-mail out in the stream and get better return for the dollars.”

The consumer book buyers, consumer magazines and consumer merchandise buyers categories all saw year-over-year average price increases of $1/M this winter, compared with last year, according to Worldata.

“Consumers are still buying, and there's more confidence these days. Direct mail is relatively strong,” he said. “Still, consumer confidence needs to rise on the e-mail side.”

International e-mail file prices decreased $2/M to $406/M on average, compared with last year.

The average prices of permission-based small business e-mail, permission-based medium-large e-mail, aggregated postal and e-mail databases, small business and medium-large business, and donor files all held steady compared with last winter.

Worldata releases its List Price Index quarterly, comparing list prices during a given 12-month period and tracking price fluctuations as cost per thousand.

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