Worldata’s Winter 2016 List Price Index, the barometer for trending of all list pricing, tracks the changes in list rental pricing each year. This Winter, the index shows significant price drops in multiple different list categories, with Books and CDs being removed entirely. The use and availability of Email list rental files continues to expand in line with the industry’s latest initiatives. This abundance and variety of availability is helping to drive down the overall CPM’s of Email rental files.
For over thirty years, the Worldata List Price Index has served the Direct and Interactive Marketing community as the key source for the pricing and trending of all list rentals. The Index is reported yearly, providing a comparison and tracking price fluctuations of lists in various categories, as cost per thousand (CPM), during any given 12-month period.
COMMENTS: "The escalation of availability of third party email files has made a significant impact on the industry as a whole. Every major magazine and website publisher now makes their email databases available for advertisers to utilize," said Jay Schwedelson, President & CEO of Worldata. "Unfortunately, this expansion has also led to a quality issue. Many of the newly available datasets are lacking in quality permission gathering techniques, and are collected using heavily incentivized methodologies or with no permission at all. Conversely, list providers have taken the new Canadian Email Laws very seriously. Over 90% of all previously available third-party email list rental files available reaching Canadian recipients have been removed from the market entirely."
The most recent Worldata List Price Index reflects price variations from Winter 2015 to Winter 2016. The lists evaluated are grouped into categories, such as Consumer Merchandise Buyers, Donors, Databases, Business Magazines and more. Information such as Average Price, Lowest List Price, Highest List Price and Exact Dollar Change are provided. Through charts and graphs, year-to-year price fluctuations can easily be distinguished in this index.
The comparison of lists in this Winter 2016 List Price Index to the Winter 2015 List Price Index of a year ago reveals noteworthy trends not only in individual categories, but in media types as well, as exhibited below:
Worldata continues to closely track International data:
- Permission-Based International Email remains the highest priced list rental category at $374/M – which is a $28/M decrease from Winter 2015.
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 2014 and 2015 prices to Winter 2016 prices.
- Permission-Based Consumer Email takes the lead as the lowest-priced category, with an average list price of $61/M. This is a $3/M decrease from its price in Winter 2015 and the lowest priced list category in the history of the List Price Index.
- The second lowest priced category of Winter 2016 at $68/M is Aggregated Database - Business.
- Permission-Based Medium-Large Business Email files show a straight average CPM of $205/M, maintaining its position as the highest-priced domestic category for list rental this year, although it is a $7/M decrease from Winter 2015.
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 largest price decrease from Winter 2015 to Winter 2016 occurred in two categories; Databases/Masterfiles and Newsletters, which dropped $12/M from Winter 2015. One to $103/M and the other to $152/M.
- The largest price increase that occurred from Winter 2015 to Winter 2016 was $2/M which was seen in the Medium-Large Business category.
- The Consumer Magazines and Donors categories saw the next highest increase in list price, $1/M to $94/M and $88/M respectively.
The Straight Average Percent Dollar Change Graph (Chart 3) takes into consideration the percent change in price for each category.
- The Databases/Masterfiles category reflects the largest percent decrease at 10.43%.
- The highest percentage increase occurred in the Medium-Large Business category with a 1.49% increase.