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

Share this content:

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.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above