E-mail list prices fall, still get top dollar

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Boca Raton, Fla.—Although permission-based b-to-b e-mail was ranked the highest-priced list rental category—with a straight average price of $277 per thousand names in October—it was the largest price decrease among list types compared with the same period last year, according to list manager Worldata in its Fall 2006 List Price Index. B-to-b e-mail list prices decreased an average of $4 per thousand compared with the same period last year. Meanwhile, Worldata said, CPM prices for traditional direct-mail channels were on the rise. “E-mail must continually lower their CPMs in order to make list rentals cost-effective for marketers,” said Ray Tesi, senior VP-Worldata, in a statement.

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