2013 Trends Revealed in the Worldata Summer List Price Index
Email Pricing Continues to Drop as Supply Availability Reaches High Levels

August 2013, Boca Raton, FL

Worldata’s Summer 2013 List Price Index, the barometer for trending of all list pricing, tracks the changes in list rental pricing each season. The index shows significant price drops in two of the Permission-Based Email list categories – Small Business files and Medium-Large business files. Medium-Large business email is at an all-time low price point for any category tracked by List Price Index.  The availability of Email list rental files continues to grow while the overall economic conditions remain flat in terms of growth.  This abundance 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 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.

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COMMENTS: Permission-based Medium-Large B2B email lists and Aggregated Email Databases saw the largest price drop this quarter as a result of the influx of information available,” said Ray Tesi, Senior Vice President of Worldata.  List rental data supply from data aggregators has surged in the last
12 months.  The data is of varying qualities and is causing a devaluation for the overall category

The most recent Worldata List Price Index reflects price variations from Summer 2012 to Summer 2013. 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 Summer 2013 List Price Index to the Summer 2012 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 $407/M – which is a $6/M increase from Summer 2012.
  • The price has increased 1.5% since last Summer, and $3/M from last quarter.

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 Summer 2011 and 2012 prices to Summer 2013 prices.

  • Permission-Based Consumer Email takes the lead as the lowest-priced category, with an average list price of $68/M. This is a $19/M decrease from its price in Summer 2012 and the lowest priced list category in the history of the List Price Index.
  • The second lowest priced category of Summer 2013 at $77/M is Aggregated Database - Business.
  • Permission-Based Medium-Large Business Email files show a straight average CPM of $232/M, maintaining its position as the highest-priced domestic category for list rental this quarter, although it is a $32/M decrease from Summer 2012.

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 Summer 2012 to Summer 2013 occurred in the Permission-Based Medium-Large Email category, which dropped $32/M from Summer 2012 to $232/M.
  • The largest price increase that occurred from Summer 2012 to Summer 2013 was $3/M which was seen in the Medium-Large Business category.
  • The Attendees/Members and Small Business categories both saw the next highest increase in list price, $2/M to $134/M and $92/M respectively.

The Straight Average Percent Dollar Change Graph (Chart 3) takes into consideration the percent change in price for each category.

  • The Permission-Based BtoC Email category reflects the largest percent decrease at 21.84%.
The highest percentage increase occurred in the Small Business category with a 2.22% increase.

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