Deal Sites Driving Down E-Mail List Prices: Worldata
The growing popularity of online daily deal sites are contributing to a decline in consumer e-mail list prices, according to Worldata’s just-released spring 2011 list price index.
Specifically, the prices of permission-based business-to-consumer email lists fell to $93 per thousand, a 13.29% decline from $108 per thousand in the prior year.
“In our opinion, this is because of things like the Daily Deal and Groupon offers that are offering big deals,” says Ray Tesi, senior vice president of Worldata. “We think that’s taking some consumer confidence away from advertising e-mail.”
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The survey also showed that permission-based medium-to-large business email files were the highest-priced domestic category with an average cost of $279 per thousand, down from $281 per thousand last year and down $12 per thousand from 2009 levels http://directmag.com/datalist/worldata-list-price-consumer-0416/index.html
Theonlylist categories to increase were attendees/members ($133 per thousand); business magazines/controlled circulation ($141 per thousand); databases/master files ($145 per thousand) and donors($85 per thousand, All these went up by $1 per thousand.
Donors remains the lowest-priced category.
“It was great to see that these categories actually increased in price. It may have only been by $1 but it is reassuring that the data rental market is steadily coming back to older price points,” said Tesi.
Permission-based international email file prices remained stable from spring 2010 to now with an average price of $408 per thousand, the survey notes.
“The $0 change over the past year indicates that the price of this data should stay around where it is for some time,” says Tesi.
Also remaining unchanged were the list category prices for consumer book buyers ($90 per thousand), consumer merchandise buyers ($97 per thousand) and public sector ($172 per thousand).
Tesi says Worldata is not yet gathering information on social media lists because of doubts about their accuracy and legitimacy.
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