Most list rental prices in U.S. declined last year; hardest hit were business-to-consumer

Permission-based list rental prices declined by almost 10% (9.84%) last year, according to a report in Audience Development, quoting an index published by Worldata.

The business-to-consumer category was $100 per thousand, down 10.7% year over year. Business-to-business lists were going for $284 per thousand, down less than 1%.

The only category of rental lists that saw a slight price increase was international e-mail addresses.

“The price of donors and attendees/membership files both went up, demonstrating how valuable these files are," [said Ray Tesi, senior vice-president Worldata]. "Anyone who is still attending a conference or donating to a charity is someone who you want in your prospect pool. They are part of an increasingly more difficult audience to reach.”