Email List Rental Prices are Dropping

Oct 07 2008

Do you rent 3rd party email lists for acquisition and lead generation? Costs are dropping.

Foliomag.com is reporting that the downturn in the economy has resulted in a downturn of CPM rates for both B2B and B2C lists:

“Permission-based e-mail b-to-b, which is the highest priced category, saw a decrease of $12 per thousand to a straight average price of $293 per thousand. The second largest price decrease occurred in the permission-based email b-to-c lists, which saw a decrease of $11 per thousand.

“The findings are extraordinary, yet not surprising, considering this is a mirror of the U.S. economic conditions,” Worldata senior vice president Ray Tesi said in a statement. “It is likely this trend will continue, at least for the next quarter or two until the U.S. economy is stabilized. We are seeing strong usage in the Technology, Small/Medium Business, and HR channels of the business-to-business category, as b-to-b marketers take advantage of this attractive pricing.”

I have seen wildly different results for email list rental campaigns. Success usually comes down to list targeting and concept execution. If one step of the process is off, you can lose the conversion and waste your money.

If you are considering renting an email list, ask for references and average metrics. If the list broker will not provide these, keep looking.

List Rental Prices See First-Ever Decline