Worldata: List prices stable
Marketing list prices were stable or showed growth this year vs. spring 2009 in most sectors, according to Worldata's Spring 2010 List Index. The only significant decline was in consumer e-mail lists, which dropped $13/M year-over-year to $108/M, the company said.
"We're seeing some good news, which we haven't seen in the past year or two," said Ray Tesi, SVP at Worldata. "Taking an optimistic view, we feel we've bottomed out, and hope the market is stabilizing."
The permission-based b-to-b e-mail category declined $9/M since spring 2009, though it remains the highest-priced domestic list category at $281/M. The drop is due not so much to the economy, but to a flood of new lists and sources in that market, Tesi said.
The newsletters category showed the largest growth since last year, increasing $4/M to $174/M. Donors, attendees and members and permission-based international e-mail are other sectors showing price growth year-over-year.
International e-mail grew when the US economy began to falter, Tesi said. It is the most expensive overall category, at $408/M.
"We feel international pricing is higher because ... every country's regulations need to be adhered to," said Tesi.