Value of Permission-based E-mail Lists Falling

Worldata’s fall 2009 List Price Index shows that permission-based e-mail business-to-consumer lists continue to lead the price decline, showing the largest price decrease of all categories.

Permission-based b-to-c e-mail lists dropped $36/M from fall 2008 to $114/M. A decrease has occurred every quarter in this category, but averages for this quarter reveal how significant the drop has been since fall 2008.

Permission-based International e-mail decreased $14/M from last year with a current straight average price of $406/M. But the category has remained relatively consistent quarter-to-quarter, increasing $2/M over summer 2009 average list rental prices.

Overall, cost-per-thousand averages for fall 2009 have decreased from fall 2008, but specific groups within categories demonstrated significant changes.

Permission-based e-mail business-to-business is the highest-priced domestic category with a straight average price of $288/M for fall 2009. But that’s a decrease of $5/M from last year. Public sector ranks as the next highest-priced category range with a fall 2009 straight average price of $173/M, decreasing $1/M from last year.

Donors remains the lowest-priced category, with an average donor list price of $84/M, increasing $1/M over last year.

Newsletters showed the greatest price increase over the previous year, with a straight average price of $171/M, a $6/M increase over last fall.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.