Worldata: BTB E-Mail List Prices Still Highest Despite Decrease

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The cost of business-to-business e-mail lists remains the highest of all files despite a decrease in the past year, according to an index released yesterday by Worldata, Boca Raton, FL.


The Worldata Winter 2005 List Price Index covers January 2004 to January 2005. It is grouped into list categories and compares costs per thousand names for the 12-month period.


The index shows permission-based BTB e-mail lists as costliest, with an average base of $280/M in January 2005, down from the $287/M average in January 2004.


The second-highest-priced category, and the largest price increase, belonged to newsletters at $175/M in January 2005, up $5/M from $170/M in January 2004.


Permission-based business-to-consumer e-mail lists had an average price of $167/M in January 2005, down from an average of $170/M in January 2004.


Postal files also saw changes in average prices. The index shows that postal files in the database/master file category rose an average of $2/M in base price from $129/M in January 2004 to $131/M in January 2005.


The lowest-priced list category remains donor files, which have averaged $76/M for the past three years.


Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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