Email List Prices Still Dropping: Worldata Index

Posted on by Beth Negus Viveiros

Thanks to an abundance of availability and overall flat economic conditions, B2B email list prices continue to drop, according to the Worldata Summer 2013 List Price Index.

Prices for small business and medium-large business files in particular have dropped, with the latter at an all-time low price point. While permission-based medium-large email dropped $32/M from summer 2012 to $232/M, it held its position as the highest-priced domestic category.

“List rental data supply from data aggregators has surged in the last 12 months, noted Ray Tesi, senior vice president of Worldata in a statement.  “The data is of varying qualities and is causing a devaluation for the overall category.”

Permission-based consumer email takes the lead as the lowest-priced category, with an average list price of $68/M. This is a $19/M decrease from its price in summer 2012 and the lowest priced list category in the history of the Worldata’s index. The second lowest priced category at $77/M was aggregated database – business.

Permission-based international email remains the highest priced list rental category at $406/M, a $6/M increase since summer 2012, and a $3/M increase over last quarter.

The largest price increase that occurred from summer 2012 to summer 2013 was $3/M, which was seen in the medium-large business category. The attendees/members and small business categories both saw the next highest increase in list price, $2/M to $134/M and $92/M respectively.

The Worldata Index is reported quarterly, providing a comparison of list prices during any given 12-month period and tracking price fluctuations, as cost per thousand (CPM), for lists in various categories.

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