List Rental Prices Continue to Decline Across All Categories—Except One
'Attendees/Members' only category to show price increase.
While Wordata’s Fall 2008 list price index saw for the first time a downward trend in every single category, winter 2009 hasn’t fared any better. All major categories of list rental prices saw a decline from fall to winter, with one exception—attendee/membership, the only category to see an increase over the past year.
The largest price decrease occurred in the Consumer Magazines category, which dropped $15/M from the previous year. The second largest price decrease occurred in permission-based e-mail b-to-c lists, which dropped $13/M from the previous year.
“The U.S. economy is in a shaky state, and direct marketing files are reflecting that,” Ray Tesi, SVP, Worldata, said in a statement. “Consumer and retail companies are making big cutbacks right now. … Because marketers are making such reductions on direct mail, they are relying more on e-mail campaigns and adding to the issue of inbox clutter. Now in attempt to make files more appealing to marketers, list owners are driving down the CPMs on consumer lists.”
Permission-based international e-mail data, which Worldata revealed just last quarter, also saw a slight decrease from the fall to winter—it averaged $407/M, a decrease of $13/M from fall 2008.
Permission-based e-mail b-to-b remains the highest price category, with an average price of $285/M, a decrease of $2/M from last year, followed by public sector and newsletters, which have straight average prices of $169/M and $177/M respectively, both decreasing from $1/M from last year. Donors remains the lowest priced category, with an average list price of $85/M, a $4/M decrease from last year.
Attendees/members is the only category that showed a price increase over the previous year, with a straight average price of $131/M, a $3/M increase from last winter. Tesi said attendee/memberships lists are especially attractive in the current economy because they are filled with significant prospects. “Marketers are willing to pay a premium from those people who are still attending conferences and paying membership dues during this time period."