How much does email marketing cost?
How much does email marketing cost?
$10 – $100 average cost per month (DIY software tools)
$500 – $3,000 average cost per month (professional services)
Email marketing cost
Email marketing costs vary by business size and strategy. Small businesses spend $10 to $100 monthly on marketing software tools, while medium businesses spend $100 to $1,000. The cost of email marketing by an agency or freelancer is $500 to $3,000 for small businesses to $1,500 to $7,000 for growing businesses seeking comprehensive email marketing solutions.
| Marketing team | Average cost per month (small / startup business) |
Average cost per month (growing / medium business) |
|---|---|---|
| Marketing software tools | $10 – $100 | $100 – $1,000+ |
| Freelance marketing agent | $500 – $1,500+ | $1,500 – $3,000 |
| Email marketing agency | $2,000 – $3,000 | $5,000 – $7,000 |
Marketing software tool
Email marketing software platforms (also called Email Service Providers or ESPs) like HubSpot, Mailchimp, and others cost $10 to $100 monthly for small businesses and $100 to $1,000 or more for growing businesses.
Email Service Providers (ESPs) handle the technical aspects of email marketing, including list management, campaign delivery, and performance tracking. Unlike regular email services like Gmail, ESPs offer marketing-specific features like audience segmentation, automation workflows, and detailed analytics.
However, the monthly cost for these software platforms is only a fraction of the total investment, as businesses must also pay salary expenses for in-house staff to manage email campaigns and strategy.
Best for: In-house teams work best for businesses with sufficient budget for both technology and skilled personnel, and those requiring tight control over their marketing communications.
Freelance marketing agent
Freelance email marketing specialists charge $500 to $1,500 monthly for small businesses and $1,500 to $3,000 monthly for growing businesses, offering specialized expertise at rates significantly lower than agencies while providing more flexibility than in-house hiring.
Freelancers often work on hourly rates ranging from $50 to $150 per hour, with experienced professionals commanding up to $200+ per hour. Freelancers also charge by the project, with some offering package deals that include email design, copywriting, list maintenance, and reporting, making them an attractive middle-ground option between DIY tools and full-service agencies.
Best for: Freelance help is ideal for small to medium businesses wanting professional help without the high agency costs or long-term commitments.
Email marketing agency
Email marketing agencies cost $2,000 to $3,000 monthly for small businesses sending 5 to 10 emails per month and $5,000 to $7,000 monthly for growing businesses sending 10 to 15 emails per month. For businesses preferring hourly arrangements, most established agencies charge $150 to $200 per hour.
Agencies bring proven expertise and enterprise-level tools, making them cost-effective compared to building an internal team that requires diverse skill sets across multiple disciplines. They provide full-service solutions with dedicated teams of strategists, designers, and writers who handle everything from strategy development to campaign execution.
Best for: This approach works best for businesses seeking professional results without the complexity of managing email marketing internally.
What is email marketing?
Email marketing is a digital marketing strategy that uses email to communicate with potential and existing customers to promote products or services, build relationships, and drive sales. Email marketing offers low marketing costs while giving you direct customer access and measurable results.
Email marketing encompasses several different message types:
Promotional emails announce new products, sales, or special offers to drive immediate purchases.
Transactional emails are triggered by customer actions like purchase confirmations, password resets, or shipping notifications.
Newsletter emails share company news, industry insights, or educational content to maintain ongoing engagement.
Welcome emails introduce new subscribers to your brand and set expectations for future communications.
How to do email marketing
Email marketing involves sending targeted messages to people who have signed up to hear from your business. It's a simple process that helps you build relationships with customers while promoting your products or services through their inbox. To get started:
Choose an email marketing platform like Mailchimp, Brevo, or Constant Contact to manage your campaigns.
Build your email list organically by offering something valuable in exchange for email addresses, such as discounts, free guides, or exclusive content.
Create engaging emails with clear subject lines and helpful content that your audience wants to read.
Send emails regularly but not too often and track how well they perform by watching open rates and clicks.
Make unsubscribing easy and follow email laws to stay compliant.
Cost of email marketing platforms
Email marketing platforms use different pricing structures that affect your long-term costs. Contact-based pricing charges based on your subscriber count, while email-based pricing charges per message sent.
Few platforms offer true free plans, though many provide free trials ranging from 14 to 60 days. Free versions come with restrictions like limited contacts, branded emails, and reduced features.
| Platform | Average monthly cost* | Free version limits |
|---|---|---|
| HubSpot | $0 – $9 per user | Free for up to 2 users |
| Brevo | $0 – $16 (up to 500 contacts for paid) | 250 contacts (300 emails per day) |
| Omnisend | $11 – $41 (limits vary by plan) | 250 contacts (500 emails per month) |
| Mailchimp | $20 – $45 (up to 500 contacts) | No free plan, 14-day free trial |
| Moosend | $7 – $13 (up to 1,000 contacts) | No free plan, 30-day free trial |
| Constant Contact | $12 – $35 (up to 500 contacts) | No free plan, 60-day free trial |
| Campaign Monitor | $12 – $29 (up to 500 contacts and 3 users) | No free plan, 30-day free trial |
*May require annual prepayment.
To make the most of your email marketing, start with a free or low-cost plan to test your email marketing strategy. As you prove ROI and grow your subscriber base, reinvest profits into more advanced features and higher-tier plans.
Factors that affect email marketing costs
Multiple elements affect your email marketing platform expenses:
Email list size: Subscriber count directly impacts pricing, with costs ranging from $10 to $45 monthly for up to 1,000 subscribers to $75 to $150 for 5,000 to 10,000 subscribers.
Email volume and frequency: Daily or weekly campaigns cost more than occasional sends, with some platforms charging per email while others offer unlimited sending.
Advanced features and automation: Basic tools cost less but automation workflows, A/B testing, segmentation, and analytics increase monthly costs while improving performance.
Design and content creation: Custom email templates cost around $2,000 per design, while ongoing design work adds $100 to $500 monthly.
Integration requirements: Connecting with CRM systems or e-commerce platforms may require higher-tier plans or additional fees.
Hidden costs
Beyond obvious software fees, several hidden costs can impact your email marketing budget:
List cleaning services cost $50 to $200 monthly to remove inactive subscribers and maintain high deliverability rates
Deliverability tools range from $50 to $300 monthly to monitor sender reputation and ensure emails reach inboxes instead of spam folders.
Staff training on new platforms requires 10 to 20 hours of learning time plus potential course fees of $200 to $500.
Legal compliance consultation costs $200 to $500 per session to meet CAN-SPAM Act and GDPR requirements.
FAQs about email marketing
What is A/B testing?
A/B testing, also known as split testing, is a method of comparing two versions of an email to determine which one performs better. The process involves sending one variation of your campaign to a subset of your subscribers and a different variation to another subset to identify which version generates the best results.
What is email marketing drip campaign?
An email drip campaign is a series of automated, pre-written emails sent to subscribers at predetermined intervals or triggered by specific actions. These campaigns "drip" content slowly over time rather than overwhelming recipients with information all at once.
What is a good click rate for email marketing?
Email click-through rate (CTR) measures the percentage of email recipients who click on links in your emails. A good email click-through rate falls between 2% and 5%, with anything above 3% considered strong performance across most industries.
What is mid cycle marketing email?
A mid-cycle marketing email is a strategic communication sent during the middle stages of the customer journey, positioned between initial welcome messages and final conversion pushes. These emails nurture leads, maintain engagement, and guide prospects further down the sales funnel without being overly promotional.
Should I use email marketing for my small business?
Yes, small businesses should use email marketing. It delivers exceptional return on investment, with businesses receiving $36 to $45 for every dollar spent, making it one of the most cost-effective marketing channels available.
What to look for in an email marketing service
When choosing an email marketing service, focus on features that align with your business goals and technical capabilities. The right marketing agency or platform should streamline your marketing efforts while providing room for growth as your business expands.
Look for these features:
Campaign tools with simple editors, templates, and scheduling
List segmentation to group subscribers by location, purchases, or interests
Automated emails that send based on customer actions
Basic reporting to track opens, clicks, and results
Good delivery rates so emails reach inboxes, not spam folders
Easy connections with your existing business tools
Simple setup that doesn't require technical skills
User-friendly interface that anyone on your team can use
Ready-made templates for quick email creation
Personal touches like using customer names in emails
A/B testing options to see which emails work better
Fair pricing that grows with your email list size
Helpful support when you need assistance
Legal compliance to follow email marketing rules
Free trial to test before you buy
Questions to ask a freelancer or marketing agency
When evaluating freelance email marketers or agencies, ask strategic questions that reveal their expertise, approach, and ability to deliver results for your business:
What industries do you specialize in, and can you provide case studies?
What is your track record with email deliverability?
Which email marketing platforms do you recommend and why?
What is your process for developing and segmenting email campaigns?
What types of automated email flows do you set up?
How do you measure campaign success?
How do you ensure compliance with email marketing regulations?
How do you structure your pricing? What assets will we own?
How do you report on performance and what is your response time?
How many other clients do you work with simultaneously?
Using our proprietary cost database, in-depth research, and collaboration with industry experts, we deliver accurate, up-to-date pricing and insights you can trust, every time.