Ever wondered why some small businesses seem to get amazing results with email marketing, while others struggle or give up because it “costs too much”? The truth is, understanding the real cost of email marketing can be tricky—but with a little clarity, you’ll feel confident about where your budget goes and how to get the most out of every dollar you spend.
If you’re here because you’re asking, how much does it cost for email marketing?—great news. You’ll find clear answers below. We’ll break down typical costs, explain which factors affect your total, and offer strategies to make your investment go further. By the end, you’ll know exactly what to expect when budgeting for your next campaign.
What Is the Average Cost of Email Marketing?
For most businesses, the average cost of email marketing falls between $9 and $1,000+ per month, depending on your business size, list size, email volume, and the tools you choose. Some smaller businesses spend just $15—$40 monthly, while large organizations may spend several thousand for advanced features or high-volume sends.
Here’s a quick breakdown:
- DIY Platforms: Most do-it-yourself platforms charge based on the number of subscribers on your list. For example, sending to up to 500 contacts with AWeber can start as low as $20/month. As your list grows, you’ll typically pay more.
- Templates & Design: You might spend $0 (using built-in templates) or up to $500+ if you hire a professional designer.
- Copywriting: Expect copywriting to cost between $50-$500 per campaign if you outsource. However, if you use AWeber for your email marketing, there is a built it AI Email Writer that can write content that actually sounds like you wrote it.
- Automation Features: Basic automation is included in most plans; advanced workflows may increase costs.
- List Cleaning/Management: Cleaning your list regularly can cost around $5—$15 per 1,000 contacts (typically done quarterly).
- Agency Management: Working with an agency for strategy and execution? Monthly fees range from $300—$2,000+ depending on scope and frequency.
Cost Email Marketing: Main Factors That Impact Price
The cost for email marketing depends on several variables:
- Subscriber Count: Most platforms bill you by the number of subscribers. If you have a list of 1,500, you’ll pay more than someone with 300.
- Email Volume: Some services charge extra if you send a large number of emails each month (e.g., sending daily emails versus a monthly newsletter).
- Design & Copy Needs: Do you create your emails or hire freelancers? Outsourcing design or copywriting increases your total, but can also improve results.
- Support & Compliance: Higher-level plans may include priority support, dedicated account managers, or GDPR/CCPA tools.
For example: If you have 750 subscribers and want to send two campaigns per month, you might pay around $20. But if you have 10,000 subscribers, the monthly fee for the sending platform alone could approach $70–$140, not including design or copy costs.
How Much Does Email Marketing Cost per Email?
Many email marketing platforms and agencies present a cost per email metric. Here’s how it breaks down:
- Email Marketing Platform: If you pay $30/month for up to 2,500 subscribers and send one broadcast to your full list, the calculated cost per email (not including time/design/copy) is just over a penny ($0.012) per sent email—extremely affordable compared to most digital marketing channels.
- Agency Campaigns: If you pay $500 to run a campaign to 10,000 recipients, your cost/email is $0.05. But this usually includes copywriting, design, testing, and deliverability optimization.
Use this formula to estimate: Total Campaign Cost ÷ Emails Sent = Cost Per Email.
It’s rare for the cost to exceed a few cents per message unless you have highly custom needs. This makes email marketing extremely cost-effective, especially when you consider the average ROI of $36 for every $1 spent.
How to Control and Reduce Your Email Marketing Costs
Want the biggest bang for your buck? Here are a few practical tips to lower the cost for email marketing while boosting results:
- Clean Your List Regularly: Active, engaged subscribers help improve deliverability and reduce cost. Remove inactive or bounced addresses every few months. This keeps your list smaller—and your costs down.
- Use Built-in Templates: Unless you have a unique need, most built-in email templates look professional and perform well. Save the extra design spend for special campaigns, like launches or end-of-year appeals.
- Edit In-House: Set up a content review process internally, so you only outsource strategic copy or complex design when truly necessary.
- Automate Wisely: Automate high-impact sequences, like welcome emails and cart abandonment, instead of custom-building every campaign. Basic automation features are often included in your plan.
- Consider Prepaid or Annual Plans: Many platforms offer discounts for paying in advance.
Real-World Example: What a Small Business Might Spend
Imagine you’re a yoga studio with about 1,200 subscribers. You send one newsletter and one promotional email per month.
- Email platform: $26/month (using mid-tier plan).
- Occasional professional design: $100 quarterly = ~$34/month.
- Copywriting: In-house (no extra cost).
- List cleaning tool: $8 every three months = ~$3/month.
Total average cost per month: $63.
Cost per email (assuming 2,400 sends/month): $63 ÷ 2,400 = ~$0.026/email.
Because customer lifetime value is so much higher than your cost per email, even a fairly modest list can drive outstanding ROI. Adjust the numbers based on your own internal work versus what you outsource.
Frequently Asked Questions on the Cost Email Marketing
Does email marketing cost more as my list grows?
Yes. Most platforms use “subscriber-based pricing,” so as you add more contacts, your monthly fee rises. If you regularly prune unengaged contacts, you keep costs lower.
Can I do email marketing for free?
Some tools offer free tiers for small lists (usually under 500 subscribers with basic features). However, growing businesses quickly outgrow these limits and need paid plans for automation, analytics, and more.
Is the cost for email marketing worth it?
Yes—especially when compared to social media ads or paid search. Email marketing typically averages a return on investment of $36–$40 for every $1 spent.
Do extra features (like automation) cost more?
Most basic automation is included in standard plans. Advanced segmentation, transactional emails, or custom integrations may require upgraded packages, but many businesses stay cost-effective on core plans.
Your Next Steps: Start Small, Track, and Optimize
While the average cost of email marketing is dramatically lower than traditional advertising, the real power lies in its flexibility. Start with a plan that matches your current subscriber count, track your results, and gradually add features as you see returns. For extra help maximizing value, check out our tips for email marketing best practices.
If you stay focused on engaged subscribers and valuable content, you can keep costs reasonable and drive outstanding results at any budget.
