The Fall of 2012 saw a big surge in available consumer e-mail lists, driving cost per thousand (CPM) for consumer e-mail to an all-time low, according to Worldata's Fall 2012 List Price Index. Permission-based consumer e-mail averaged $74 CPM in Fall 2012, down $7 from its CPM in Fall 2011 and making it the lowest priced e-mail list category. The second lowest priced category was Donors at $84 CPM. While medium-large business e-mail also saw a drop in CPM, it remained the highest priced domestic category for e-mail list rental at an average $248 CPM. Worldata Senior Vice President Ray Tesi attributed price drops to the increased availability of data in a period of weak economic growth. But not every category got cheaper this fall: The Databases/Masterfiles, Attendees/Members and Newsletters categories all saw price increases compared with 2011. For details, see http://www.listpriceindex.com/currentlpi.htm
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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