Email Data Availability Up 26%: Worldata Index

Posted on by Beth Negus Viveiros

A major surge in the number of rentable email addresses over the last 12 months has led to a 26% rise in overall email contact availability, according to Worldata’s Winter 2013 Price Index.

“With more data sources overall in the email rental space, prices across the board of both business and consumer files are competing by lowering prices,” said Ray Tesi, senior vice president of Worldata in a statement.

Permission-based international email remains the highest priced list rental category at $404/M, a $1/M increase from winter 2012. Permission-based consumer email remains the lowest-priced category, with an average list price of $72/M. This is an $8/M decrease from winter 2012 and the lowest priced list category in the history of the index, dropping $2/M from last quarter, the previous holder of the lowest ever price in a category.

The second lowest priced category of winter 2013 at $78/M was aggregated business databases. Permission-based medium-large business email files showed a straight average CPM of $240/M, maintaining its position as the highest-priced domestic category for list rental this quarter, although it is a $11/M decrease from last winter.

The largest price decrease from winter 2012 to winter 2013 occurred in the aggregated email business database category, which dropped $19/M from winter 2012 to $140/M. The largest price increase was in the newsletters category, up $3/M.

The business magazines/paid circ, consumer book buyers, consumer merchandise buyers and donors categories all remained the same as Winter 2012 at $129/M, $90/M, $94/M and $85/M respectively.


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