E-mail List Prices Drop, Databases, Masterfile Prices Up: Worldata

Business-to-business e-mail list prices fell by an average of $2 per thousand, while consumer e-mail lists dropped by $3 per thousand, according to the Winter 2008 List Price Index from Worldata.

At the same time, databases and masterfiles, public sector lists, and attendees and members file prices edged up.

Cost-per-lead data, which the Boca Raton, FL-based firm began tracking last quarter, had a slight increase in its pricing, due to jumps in B-to-B leads. Cost-per-lead consumer programs averaged $1.30 per lead, a slight decrease over last quarter, while cost-per-lead B-to-B Programs averaged $4.90 per lead, an increase of 7% over last quarter.

Among the study’s other findings:

*Permission-based e-mail B-to-B was the highest priced category, with a straight average price of $287/M, a decrease of $2/M from last year. The decreased pricing in the B-to-B e-mail category reflected a growth in the number of B-to-B E-mail lists available for rental.

*Newsletters was the second highest priced category, with an average price of $178/M, an increase of $6/M from last year.

*Public Sector was the third highest priced category from 2008 at $170, an increase of $8/M from the prior year.

*The largest price increases occurred with Attendees/Members and Public Sector, each having increases of $8/M, and Databases/Masterfiles increasing $9/M.

*The largest price decreases occurred in the Permission-Based E-mail B-to-B and consumer categories, which dropped $2/M and $3/M respectively from the previous year.