Study: E-mail list prices decrease, other categories steady

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Boca Raton, Fla.—Database list prices of permission-based e-mail addresses have dropped by more than 4% this fall compared with the year-earlier period, according to the “Fall 2010 List Price Index” from list management company Worldata. Overall, however, list rental pricing in most categories has remained steady this quarter.

Permission-based e-mail lists composed of contacts from midsize-to-large companies fell, year over year, from an average $293 per 1,000 names to the current $288. Small-business e-mail lists, a new category, are currently priced at $172 per 1,000 names. Opt-in consumer e-mail list prices fell from $150 a year ago to $114, according to the study.

Overall, however, list prices were steady compared with the same period last year, with little or no change experienced within such sectors as paid-circulation business magazines and business merchandise buyers, as well as a variety of consumer categories.

Worldata said the prices of traditional response lists may continue to drop somewhat because of increased competition from such online aggregators as Jigsaw, NetProspex and ZoomInfo.

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