What Should You Be Paying for Email Marketing Lists?

According to SRDS/MIN listings, you'll be paying more for tradition postal lists this year but less for email.

Before you spend a dime purchasing your next email or postal marketing list, make sure you're not paying too much. Each year, Worlddata publishes a List Price Index that provides a baseline of list marketing costs and compares them year over year.

This year's report shows that the cost per thousand for traditional postal list files is on the increase while consumer files are seeing more price growth than business-to-businss categories. Suprisingly, costs associated with email are less than they were a year ago.

Source: SRDS/MIN Listings

As the chart indicates above, their is a wide range of prices being paid for "lists". The highest priced lists are Permission-based business to business emails followed by Permission based business to consumer emails and newsletter lists. When purchasing lists for your marketing, the old adage rings true, "You get what you pay for".

Use the prices listed above as a guide when negotiating CPM with your list broker.