Direct Marketing Data Costs

Just in from Direct Magazine, this report on the price of data and leads. The article cites a Worldata study called "Winter 2008 List Price Index", and it reports on changes in data costs year-over-year.

Very interesting stuff, especially if you need help in budgeting list costs. Here are some highlights of the study:

• The cost for e-mail lists is decreasing slightly (by $2 per thousand, while consumer e-mail lists dropped by $3 per thousand).
• But e-mail lists still remain fairly pricey, at an average cost of $287 per thousand for permission-based B2B marketing and $135 per thousand for B2C permission e-mail.
• The average cost for Donor lists is $85 per thousand.
• Business Merchandise Buyer lists go for $118 per thousand while Consumer Merchandise Buyers average $103 per thousand.
• Consumer Magazine Subscriber list costs average $108 per thousand.

And, this quote from the Direct Magazine article should help you understand what to expect when you are buying lead data.

"Cost-per-lead data, which the Boca Raton, FL-based firm began tracking last quarter, had a slight increase in its pricing, due to jumps in B-to-B leads. Cost-per-lead consumer programs averaged $1.30 per lead, a slight decrease over last quarter, while cost-per-lead B-to-B Programs averaged $4.90 per lead, an increase of 7% over last quarter."

Unfortunately, the study does not include average list costs for compiled data (such as consumer lists from Acxiom or Experian, or business lists from InfoUSA or D&B). Compiled data is definitely a less expensive option. And, Occupant lists (you know the direct mail that is not even addressed to a name, simply to "Occupant" or "Resident") are even cheaper.

Still, this study gives great insight into what's going on in the list/data industry and provides you with an educated guess as to data costs if you are budgeting a direct mail or e-mail campaign.