B-to-b e-mail lists remain priciest

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Boca Raton, Fla.—Permission based b-to-b e-mail lists are the highest-priced list category for the third straight year, according to the Fall 2007 List Price Index released by Worldata, a list management company.

The average price of permission based b-to-b e-mail lists is $275 per thousand in the current quarter, down $2 from the fourth quarter of 2006.

Newsletter lists are the second highest-priced category, with a fourth quarter price of $178 per thousand, remaining flat compared with the same period last year.

For the first time, Worldata has also released data for tracking cost-per-action. The average cost-per-lead for b-to-b programs is $4.55.

“Most in b-to-b are anywhere between $3 and $10 per lead,” said Ray Tesi, senior VP for Worldata.

—Carol Krol

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