COMMENTS:  “Consumer email marketers continue to view prospect email marketing as a quasi-branding channel and thus believe CPM’s should be more in line with display online advertising,” said Ray Tesi, Senior Vice President of Worldata.  “In addition to how the channel is viewed, many more consumer email lists continue to become available which is driving down price.”

The most recent Worldata List Price Index reflects price variations from Fall 2010 to Fall 2011. 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 Fall 2011 List Price Index to the Fall 2010 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 saw its first significant decrease in price this year dropping $4/M to an average list price of $401/M.
• The price decrease occurred recently, dropping from an average price of $407/M in Summer 2011.

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 Fall 2009 and 2010 prices to Fall 2011 prices.

• Aggregated Database-Business takes the lead this year as the lowest-priced category, with an average list price of $80/M. This is $5 less than the lowest category of Fall 2010, Donors.

• Permission-Based Medium-Large Business Email files show a straight average CPM of $252/M, the highest-priced domestic category for
  this quarter.

For the first time, Worldata has tracked Aggregated Postal and Email Databases over a full year:

• Aggregated Database – Business is showing a straight average CPM of $80/M.
• Aggregated Email Database – Business is showing a straight average CPM of $161/M.

For the first time, Worldata has tracked Small Business and Medium-Large Business files separately over a full year:

• Small Business files show a straight average CPM of $92/M.
• Medium-Large Business files show a straight average CPM of $138/M, a $21/M decrease from last year.

COMMENTS:  “Aggregated business databases are still a very new vehicle for marketers. Metrics continue to be gathered as to the effectiveness of these lists.  While they do perform, the ROI is proving that the original pricing that these data sources entered the market at were inflated.  We expect this category of data to continue to see a price decrease in future quarters.” said Tesi.

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 occurred in the Aggregated Email Database – Business category, which plummeted $55/M from Fall 2010 to $161/M.

• The only domestic price increases that occurred from Fall 2010 to Fall 2011 were in the Attendees/Members and Donors categories which both increased $1/M.

• The Business Merchandise Buyers and Consumer Merchandise Buyers files saw no change in price from Fall 2010 to Fall 2011.
  These categories are currently priced at $114/M and $95/M respectively.

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

•  Permission-Based Consumer Email reflects the largest percent decrease at 25.69%. These B to C files are currently priced at $81/M.
  The highest percentage increase occurred in the Donors category with a 1.18% increase.