Though they remain the most expensive lists on the market and are still rising in number, e-mail lists are decreasing in price, according to an index released this month by Worldata, Boca Raton, FL.
The Worldata 2003 list price index covers April 2002 to April 2003. 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 to be the costliest with an average base of $278/M in April 2003, down $1 from the $279/M average in April 2002. Previous averages were $268/M in April 2001 and $259/M in April 2000. Worldata said the change represents stability in the BTB list market.
Permission-based BTC e-mail lists were the next highest. In April 2003, the average price was $172/M, down from $195/M in April 2002. The average in April 2001 was $207/M, and was $204/M in April 2000. The number of consumer e-mail addresses has tripled in the past year, Worldata said.
The lowest-priced lists were nonprofit donor files, with an average price of $76/M in April 2003, the same as last year's average.
Worldata has tracked fluctuations in list prices for in-house reference for 16 years.
