Comprehensive Guide to Email Marketing Cost in 2024

email marketing cost

Email marketing involves sending commercial messages to a group of people via email. These messages may include promotional content, newsletters, updates, or special offers.

When considering the email marketing cost, it’s essential to look beyond just the monetary expenses. While there are direct costs associated with tools, software, and services, there are also indirect costs such as time, effort, and resources required to create and manage email campaigns effectively.



Average Email Marketing Cost in 2024

Pinpointing a single, definitive average email marketing cost is tricky. However, a good rule of thumb suggests that mid-sized businesses typically spend anywhere between $10 and $1500 per month. This range encompasses various cost components, which we’ll explore in detail throughout this post.



Email Marketing Pricing Basics

Before dissecting the different cost components, let’s establish some fundamental email marketing pricing structures:

  • Freemium: Limited features, ideal for very small lists and infrequent use (often with a contact limit). Free plans typically have branding restrictions as well.
  • Pay-as-you-go: Ideal for infrequent users who pay per email sent. This can be cost-effective for very small email lists with sporadic campaigns.
  • Tiered Plans: Most popular option, offering different feature sets at various price points. This allows you to choose a plan that best suits your needs and budget. Tiers are typically based on list size and sending volume.
  • Enterprise Plans: Tailored for large businesses with advanced needs and high sending volumes. These plans often involve custom quotes based on specific requirements.



Email Marketing Cost from an Agency

Partnering with an email marketing agency offers expertise and convenience, but it comes at a cost. Agency fees typically range from $300 to $1500 per month, depending on the scope of services, list size, and campaign complexity. Here’s what you might pay for:

  • Campaign strategy and planning
  • Email copywriting and design
  • List segmentation and targeting
  • Automation setup and management
  • Reporting and analytics


The cost of an email marketing agency hinges on several factors:

  • Agency Size and Experience: Larger, more established agencies often command a higher price tag.
  • Campaign Scope and Complexity: More intricate campaigns with advanced features will cost more.
  • Services Included: Some agencies offer comprehensive management, while others focus solely on specific aspects like design or copywriting.



Email Marketing In-House Cost

Managing your email marketing in-house allows for greater control but requires dedicated personnel. Here’s a breakdown of the potential costs:

  • Email Marketing Software Cost: Similar to the self-managed approach.
  • Internal Team Costs: Consider the salaries and benefits of team members involved in email marketing tasks, such as design, copywriting, and campaign management.



Email Marketing Cost from A Freelancer

Hiring a freelance email marketing specialist offers a middle ground between in-house management and agency services. Freelance rates can vary widely based on experience and location, but typically range from $15 to $100 per hour. Consider the following when budgeting for a freelancer:

  • Estimated Time Commitment: How many hours per month will the freelancer dedicate to your email marketing needs?
  • Freelancer’s Expertise: More experienced freelancers might command higher rates.



Email Marketing Platform Costs in 2024

Choosing the right email marketing platform depends on your specific needs and budget. Here’s a breakdown of estimated pricing for the platforms you mentioned (as of March 2024):


1. Bluedot Email:

Pricing Model: Freemium and Paid Plans

Free Plan: Up to 3000 contacts and 5,000 emails per month (limited features)

Paid Plans: Start around $15/month for up to 30,000 contacts and 300,000 emails, with higher tiers offering increased features and sending limits. See detailed pricing here.


2. Mailchimp:

Pricing Model: Freemium and Paid Plans

Free Plan: Up to 2,000 subscribers and 12,000 emails per month (basic features)

Paid Plans: Start around $11/month for 500 contacts and advanced features like automation and analytics, with higher tiers offering increased subscriber limits and functionalities.


3. SendGrid:

Pricing Model: Pay-as-you-go and Paid Plans

Pay-as-you-go: Ideal for low volume senders, charged per email sent (rates vary based on volume)

Paid Plans: Start around $25/month for 50,000 emails per month and basic features, with higher tiers offering advanced functionalities like dedicated IP addresses and marketing automation.


4. HubSpot:

Pricing Model: Freemium and Paid Plans (part of a larger marketing suite)

Free Plan: Up to 2,000 contacts and basic email marketing features (limited functionality)

Paid Plans: Start around $50/month for email marketing features within a broader marketing suite including CRM and automation tools. Pricing increases with additional marketing functionalities.


5. Moosend:

Pricing Model: Freemium and Paid Plans

Free Plan: Up to 1,000 subscribers and unlimited emails per month (basic features)

Paid Plans: Start around $9/month for unlimited emails and basic marketing automation, with higher tiers offering advanced features, segmentation, and deliverability tools.



Email Marketing Software Cost

The cost of email marketing software can vary widely based on several factors such as the features included, the number of subscribers or contacts you have, and any additional services or support offered. Here is the average pricing range.

  • Freemium Plans: Free – $10/month (limited features and list size)
  • Basic Paid Plans: $10 – $29/month (suitable for small businesses with basic needs)
  • Pro Plans: $30 – $100/month (suitable for growing businesses with more advanced features)
  • Enterprise Plans: $1000+ per month (custom pricing for high-volume senders with dedicated support)



Factors Affecting Email Marketing Costs

Several factors influence the overall cost of email marketing campaigns:


List Size and Subscriber Count

The size of your email list and the number of subscribers directly impact your expenses. Many email marketing platforms charge based on the size of your subscriber list, so the larger your list, the higher your costs.


Frequency of Email Campaigns

Sending more frequent email campaigns may incur higher costs, especially if you’re using a platform with pricing tiers based on email volume.


Design Complexity and Resources Required

Creating visually appealing and engaging email designs may require additional resources such as graphic designers or copywriters, which can increase costs.


Integration with Other Marketing Tools

If you’re integrating your email marketing efforts with other marketing tools or platforms, such as customer relationship management (CRM) software or social media management tools, there may be additional costs involved.


Third-Party Services and Software

Depending on your needs, you may require additional services or software for tasks such as email automation, analytics, or A/B testing, which can add to your overall expenses.



Tips to Reduce Email Marketing Costs

Regardless of whether you choose to DIY or hire professionals, there are several strategies you can employ to reduce email marketing costs:


Segmenting Email Lists Effectively

Segmenting your email lists based on demographics, behavior, or preferences allows for more targeted and personalized campaigns, increasing engagement and ROI.


Optimizing Email Design for Efficiency

Simplify email designs to minimize production time and resources while still maintaining visual appeal and effectiveness.


Leveraging Automation Tools

Automating repetitive tasks such as sending welcome emails, follow-ups, or abandoned cart reminders can save time and resources.


Testing and Analytics to Refine Strategies

Regularly test different email elements, such as subject lines, content, and sending times, and analyze performance metrics to optimize campaigns for better results.


Negotiating with Service Providers

Negotiate with email marketing service providers or software vendors for better pricing or discounts based on your business’s needs and budget.


Also read: Email Marketing vs Marketing Automation



Case Studies: Successful Cost-Effective Email Marketing Campaigns

Seeing email marketing cost considerations in action can be insightful. Here are a couple of examples:


Case Study 1: Ecommerce Startup

A newly launched e-commerce store utilizes a free email marketing plan to build its initial subscriber base. They focus on high-quality product content and targeted welcome emails to drive engagement. As their list grows, they upgrade to a paid plan with automation features to nurture leads and promote new product launches.


Case Study 2: B2B SaaS Company

A B2B SaaS company partners with a freelance email marketing specialist to craft targeted email campaigns for different customer segments. This cost-effective approach allows them to leverage the freelancer’s expertise while maintaining control over campaign strategy.


These case studies demonstrate that with the right strategies and resources, businesses can achieve significant results with minimal investment in email marketing.



Future Trends in Email Marketing Costs

As technology continues to evolve and consumer behaviors change, the landscape of email marketing costs is likely to shift. Some emerging trends to watch include:


AI and Machine Learning

Automation and personalization powered by AI and machine learning algorithms may become more accessible and affordable, reducing the need for manual intervention and customization.


Integration with Other Channels

Email marketing platforms may offer more seamless integration with other marketing channels, providing a holistic view of customer interactions and reducing the need for multiple tools and subscriptions.


Regulatory Compliance

Compliance with data privacy regulations such as GDPR and CCPA may necessitate additional resources and investments in email marketing, particularly for businesses operating in multiple jurisdictions.


Businesses should stay informed about these trends and adapt their strategies accordingly to remain competitive and cost-effective in their email marketing efforts.



Wrapping Up

Email marketing remains a highly effective and cost-efficient marketing channel for businesses of all sizes. By understanding the factors influencing email marketing costs, exploring cost-saving strategies, and staying ahead of emerging trends, businesses can maximize their ROI and achieve long-term success in their email marketing campaigns.


You May Also Read:

How Can Email Marketing Fuel Your Overall Inbound Strategy?

How to Calculate Email Conversion Rate: A Comprehensive Guide