Email list prices drop as supply grows

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Boca Raton, Fla.—Marketers continue to enjoy lower rental prices for marketing contact lists, with email prices falling the fastest, according to the “Fall 2012 List Price Index” from list management company Worldata Inc. Due to a growing abundance of email lists, Worldata said aggregated business email database prices fell 4.35% compared with the year-earlier period, to $154 per thousand names. Also, permission-based international email lists fell 3.24%, to $388 per thousand names. Postal list prices also declined: Paid circulation business magazine subscriber lists were down 3.13%, to $124 per thousand names, with controlled circulation business magazine prices off 1.44%, to $137. Purchased lists, which are developed for unlimited marketing use, also showed price declines just one quarter after Worldata began tracking this category. The average purchase price of small-business postal lists was $510 per thousand names, down from $540 last quarter, with larger company lists selling for $595, down from the $620 average during the summer.
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