Worldata’s fall 2007 List Price Index, released this week, showed that permission-based b-to-b and b-to-c e-mail lists both took a price hit, dropping $2/M and $6/M in straight-average price year-over-year. But, these categories remained some of most expensive, at $161/M and $275/M respectively, despite the drop.
“CPMs for e-mail lists have been somewhat high, and we’re seeing them come down to some normalcy,” said Ray Tesi, SVP of Worldata. “Mailers’ aggressiveness has driven the costs down.”
The decline was also attributed to the emergence of cost-per-action marketing in the online space. The 20-year-old benchmarketing study, for the first time, has released tracking for this area.
Cost-per-lead for consumer programs averaged $135; for b-to-b programs, $4.55; and white paper syncication cost-per-lead was $12.55 per download.
According to the index, the largest postal price decreases occurred with databases/masterfiles and b-to-c magazines, with decreases of $11/M (8.09%) and $5/M (4.76%) respectively.