Prices for E-mail Lists Slide, While Postal List Costs Rise

Consumer and business-to-business e-mail list prices have declined over the last year, while the cost of magazine and newsletter postal lists have risen $6/M and $5/M respectively, according the Worldata Summer 2007 List Price Index.

Some of the specific Worldata index figures noted that business-to-business e-mail lists cost on average $277/M, reflecting a $4/M decrease compared to summer 2006. The average price for a consumer e-mail list was $170/M, down $5/M from last summer.

The largest postal price increases were for lists of attendees/members and databases/master files, which increased $18/M and $9/M, respectively. Postal donor files on average cost $82/M, up $5/M since last summer.

Worldata also reported increases ranging from 20% to 35% over the last 18 months for standard list selection charges, such as gender, recency, job title, address type and geography.