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January 18, 2010
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Consumer Email Lists Decline Sharply
January 2010, Boca Raton, FL –
Worldata’s Winter 2010 List Price Index, the barometer for the trending of all list rental pricing, reveals that Permission-Based Email B-to-C lists continue to lead the price decline, showing the largest price decrease of all categories. A few categories are revealing price increases this year, including the Donor category, which shows the highest CPM increase. International Permission-Based Email data has now been tracked for the fifth consecutive quarter and is showing a slight upward trend over last winter. This continues to indicate that international business is still booming among US-based companies.
For over twenty years, the List Price Index has served the Direct/Interactive Marketing community as the key source for the pricing and trending of all list rentals. The Index is reported quarterly, providing a comparison of list prices during any given 12-month period and tracking price fluctuations, as cost per thousand (CPM), for lists in various categories.
COMMENTS: “The largest drop has once again occurred in the consumer segment. Consumer email saw a 9.84% drop since last year - marketers know that these email addresses are readily available and are having to discount their files in order to stay competitive,” said Ray Tesi, Senior Vice President of Worldata. “That being said, we are still starting off the New Year as best we could hope for, with a few list categories stabilizing and even increasing in CPMs. The price of Donors and Attendees/Membership files both went up, demonstrating how valuable these files are. Anyone who is still attending a conference or donating to a charity is someone who you want in your prospect pool. They are part of an increasingly more difficult audience to reach.”
The most recent Worldata List Price Index reflects price variations from Winter 2009 to Winter 2010.
Worldata is continuing to closely track data internationally:
“Even international email lists prices are inching their way up, mostly due to the growing awareness of global options,” said Tesi . “International email has huge potential – more and more BtoB mailers are doing business overseas.”
With this in mind, the comparison of lists in this Winter 2010 List Price Index to the Winter 2009 List Price Index of a year ago reveals some very significant variations not only in individual categories, but in media types as well, as exhibited below:
The Straight Average Graph (Chart 1) in the Worldata List Price Index examines the average cost per thousand (CPM) of the lists we have grouped in each category. Triple bars are used in each category for easy comparison of Winter 2008 and 2009 prices to Winter 2010 prices.
Although some categories have started to level off, many CPM averages for Winter 2010 have slightly decreased from Winter 2009. However, specific groups within categories demonstrated significant changes worth reporting.
The Straight Dollar Change Graph (Chart 2) shows the precise dollar amount that the average price for each category has changed within the specified 12-month period.
The Straight Average Percent Dollar Change Graph (Chart 3) takes into consideration the percent change in price for each category.
Worldata and its group of companies have been leaders in the Direct/Interactive marketing services field for over 30 years. Worldata designed its corporate headquarters, located in Boca Raton, Florida, from the ground up. It is the only company offering all services under one roof, including Email and Postal List Management, List Brokerage, Email Transmission and Tracking, Database Marketing Services, Data Hygiene, Change of Address, Merge Purge, Cost-Per-Lead Marketing and Co-Registration, Custom Marketing Solutionsand Banner Advertising. Information about Worldata can be found at www.worldata.com or contact Ray Tesi, Senior Vice President, at 800-331-8102 or via email at email@example.com.