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The index is released quarterly and is based on cost per thousand (CPM) for lists.

Consumer list rental prices have dropped the most since this time last year, falling $29 per thousand, or 19.33%, but consumer magazines were not far behind, falling $7 per thousand, or 6.54%, since last spring.

"The consumer side of e-mail list rental has really become oversaturated with supply of new lists while existing lists on the market have cut pricing significantly to stay attractive to marketers in this down economy," said Ray Tesi, SVP of Worldata, in a statement. "These two factors have lead to a steep decline in consumer e-mail list pricing year over year."

However B2B data held its value. Permission-based email B2B emerged as the highest-priced list category, at $290 per thousand, a slight decline on last year's price of $294 per thousand.

B2B lists of event attendees had a slight increase in price, from $128 per thousand to $129 per thousand. Permission-based international e-mail was the only category to remain flat from last quarter - data from last year is not available on this category.

International B2B email files are holding their averages, Tesi said. "The ROI is clearly still high on marketing to those files. The supply is still very limited in this category due to the difficulties in gathering data in certain regions outside of North America."

There is a large gap between B2B files and the second-highest-priced category, public sector, which fetches average prices of $173 per thousand. Donors, at $83 per thousand are the lowest-priced category, and have gone down $1 per thousand since last year.

This article first appeared on dmnews.com on 29 April. DM News is a sister title to Marketing Direct.