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Worldata List Price Index: Now Revealing Winter 2013 Lead Trends

Email Rental Data Availability Has Increased 26% in the Last 12 Months Driving Down CPMs

March 20, 2013
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Worldata's Winter 2013 List Price Index, the barometer for trending of all list pricing, tracks the changes in list rental pricing each season. For the first time, Worldata Research has begun tracking growth of data availability as well as pricing fluctuations. A major shift in the number of email list rental records and data sources has occurred over the last 12 months. A surge in the number of rentable email addresses has resulted in a 26 percent increase in overall email contact availability as compared to the 12 months prior. 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.

"This quarter we saw two distinct things take place. The stabilization of many categories which mirrors the economy and the impact that increased retable email addresses is having on CPM's within that channel," said Ray Tesi, senior vice president of Worldata. "With more data sources overall in the email rental space, prices across the board of both business and consumer files are competing by lowering prices."

The most recent Worldata List Price Index reflects price variations from Winter 2012 to Winter 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 Winter 2013 List Price Index to the Winter 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 $404/M—which is a s $1/M increase from Winter 2012.
  • The price has revived itself from the Fall, on average costing $16/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 Winter 2011 and 2012 prices to Winter 2013 prices.

  • Permission-Based Consumer Email remains the lowest-priced category, with an average list price of $72/M. This is an $8/M decrease from its price in Winter 2012 and the lowest priced list category in the history of the List Price Index, dropping $2/M from its price last quarter, the previous holder of the lowest ever price in a category.
  • The second lowest priced category of Winter 2013 at $78/M is Aggregated Business Databases.
  • Permission-Based Medium-Large Business Email files show a straight average CPM of $240/M, maintaining its position as the highest-priced domestic category for list rental this quarter, although it is a $11/M decrease from Winter 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 Winter 2012 to Winter 2013 occurred in the Aggregated Email Business Database category, which dropped $19/M from Winter 2012 to $140/M.
  • The largest price increase that occurred from Winter 2012 to Winter 2013 was $3/M which was seen in the Newsletters category.
  • The Business Magazines/Paid Circulation, Consumer Book Buyers, Consumer Merchandise Buyers and Donors categories all remained the same as their Winter 2012 prices at $129/M, $90/M, $94/M and $85/M respectively.

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

  • The Aggregated Email Business Database category reflects the largest percent decrease at 11.95 percent.
  • The highest percentage increase occurred in the Newsletters category with a 1.88% increase.

Worldata and its group of companies are the recognized leaders in direct and interactive marketing solutions, specializing in: Email and Postal List Management, List Brokerage, Custom Marketing Solutions, Database Marketing Services, Email Transmission and Tracking, Data Hygiene and Processing, Change of Address, Merge/ Purge, Lead Generation and Banner Advertising. More information about Worldata can be found at or by contacting Ray Tesi, senior vice president, at 800-331-8102 or via email at


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<i>The Business of Database Marketing</i> covers all the bases for the typical business reader.  It even includes a catalog of the 37 “Best Practices” and a roundup of some of the major “Dos and Don’ts” in making business sense of the world of database marketing.  It will be the one easy-to-read and easy-to-understand guide for putting database marketing and customer relationship management to productive use for every business. The Business of Database Marketing

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