Worldata: Consumer e-mail lists down 9.8% from 2009

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The price of consumer e-mail lists declined considerably since last year, showing a year-over-year 9.8% drop, according to Worldata's Winter 2010 List Price Index. The permission-based e-mail business-to-consumer category dropped $12/M from Winter 2009 to $110/M.

“With consumer e-mail, I don't think we've hit bottom yet, and I think we'll continue to see some drop in that category,” said Jay Schwedelson, corporate VP at Worldata.

Other categories showed small decreases. Permission-based e-mail business-to-business lists was the highest priced domestic category, yet dropped $1/M from last year to an average price of $284/M.

Newsletters were the same as last year at $177/M, while the “donors” category increased $2/M from last year to $83/M.

The attendees and members, donors, public sector and permission-based international e-mail files all saw a $1/M increase in price this year. Donors showed the largest increase, up $2/M over last year to $83/M.

The price of paid circulation business magazines and consumer merchandise buyers remained the same as last year, remaining at $135/M and $97/M.

“There is a good deal of stabilization going on throughout most of the categories, so we have found a bottom in most,” said Schwedelson.

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