One of the biggest questions businesses ask is: How much does email marketing cost?
The truth is, email marketing pricing can vary wildly — from as little as a few dollars a month to thousands, depending on your approach, platform, and campaign requirements.
But here's the good news: With the right insights, you can optimize your email marketing setup to get the most value for your budget, whether you're a bootstrapped startup or a thriving enterprise.
In this guide, we’ll break down the key factors that influence email marketing pricing. We’ll start by exploring how your choice of email marketing platform impacts costs, followed by a look at management methods — whether you keep it in-house or outsource to an agency or freelancer.
By the end, you'll understand which factors drive up costs, where you might find savings, and how to make informed decisions.
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What impacts email marketing pricing? Key factors to consider
When it comes to email marketing, your costs are influenced by more than just the platform you choose. Sure, it’s a factor, but it’s not the only one. The final price you pay will depend on a range of variables, including your pricing model, list size, email volume, campaign complexity, and the advanced features you need.
In this section, we’ll break down the five main factors that influence subscription prices, helping you understand what drives up costs and where you might find savings.
Let’s get into it!
1) Which email marketing platform?
The platform you choose will have the biggest impact on your email marketing pricing — full stop. However, the final price you pay will depend on several key variables.
First, consider the pricing model. In general, email marketing services use two primary pricing models: subscription-based and pay-as-you-go.
Subscription-based pricing means paying a monthly fee for the service— or opting for a discount when you pay annually upfront. This model is ideal if you send emails regularly, particularly if your monthly marketing needs are fairly consistent.
Most subscription-based pricing models are tiered, with costs influenced by your specific requirements. These include the number of subscribers on your email list, the quantity of emails you send each month, the complexity of your campaigns, and the level of features you need — all of which we’ll cover in more detail later.
As you’d expect, the more you need, the more you pay.
- More subscribers? It’ll cost you.
- Sending more emails? You’ll need to upgrade your plan.
- Want advanced features? Get ready to pay for premium tiers.
So, think carefully about what you really need before you make your decision.
Overview of Brevo's Marketing Platform pricing plans
The second pricing model is pay-as-you-go. As the name implies, this model means you only pay for the emails you send. You purchase credits at a fixed price per email, and when your credits are gone, you simply top up. Since credits don’t expire, this option is better suited to infrequent senders.
In my experience, though, pay-as-you-go pricing is rarely the most cost-effective choice unless contact your email list less than once per month. For most, a monthly subscription will offer better value.
As we dive deeper into the factors affecting email marketing pricing, we’ll explore each element in more detail. It's important to note that most of these factors primarily influence subscription-based pricing, as pay-as-you-go models are unaffected by list size or sending frequency. They are only determined by the number of credits you have available.
And remember: no matter the size of your email list, the emails you send, or the features you need, the price you pay will ultimately come back to the platform you choose. Prices vary, so choose carefully.
2) How big is your email list?
Most providers base their email marketing pricing on the number of subscribers in your list. Prices typically increase on a sliding scale, meaning the more subscribers you have, the higher the cost.
For small businesses or those just starting out, many platforms (including Brevo) offer low-cost or even free plans up to certain subscriber limits. However, as your list grows, pricing increases incrementally, usually in thousand-subscriber brackets.
Most services also set a maximum subscriber threshold, beyond which you’ll need to consider a custom or enterprise-level plan. These top-tier plans are the most expensive, but they often come with premium perks like advanced features, dedicated account management, and priority support.
To keep your costs in check, make a habit of regularly scrubbing your list to remove inactive subscribers. While a larger email list might offer bragging rights, paying for disengaged contacts offers no return on investment. A high-quality, engaged list, on the other hand, ensures you're only paying for subscribers who deliver the best ROI.
3) How many emails do you send?
The more emails you send each month, the more you’ll pay — simple, right?
Pricing typically increases incrementally, with sending limits often tied to the number of subscribers in your list. Many platforms use a multiplier model, allowing you to send a certain number of emails per subscriber. The higher the multiplier, the more emails you can send within your subscription plan — though some pricing plans offer unlimited emails.
For high-volume senders, email sending limits can become the main factor impacting costs. Many platforms set monthly sending limits based on multiples of your subscriber count. For example, if your list size is 10,000 and your plan allows 200,000 emails per month, but you need to send more, you may need to upgrade to a higher-tier plan—even if your list size stays the same.
Conversely, infrequent senders may find that subscriber count, rather than email volume, is the limiting factor. Using the same example, if you only need to send 50,000 emails per month, you might be able to downgrade to a more affordable plan, typically aimed at smaller lists.
For those with a small list and low email volume, free plans can be a great option. Many platforms offer free tiers with limited sending capabilities, allowing you to send a few thousand emails per month at no cost while your list is still growing.
And don’t forget about the pay-as-you-go option, either. If you only send a few emails per year, this model might be more cost-effective in the long run. While the per-email cost is higher, you’ll save money by avoiding a monthly subscription fee that you rarely use.
4) How complex are your campaigns?
A simple rule of thumb: The more complex your email campaigns, the higher the cost.
If you want to incorporate interactive elements and advanced personalization into stylish, custom-designed emails, expect to pay more — whether through higher-tier platform plans or by hiring a specialist.
That’s not to say you can’t send great-looking emails on lower-tier plans. Most email marketing platforms offer professionally designed, mobile-optimized email templates as a starting point. They also support drag-and-drop functionality, allowing you to tweak text, images, and layouts in real-time — no coding skills required.
However, if you’re aiming for truly eye-catching, custom-branded emails with flashy, interactive elements, you’ll likely need a designer or developer specializing in HTML email design—which can cost a pretty penny.
Additionally, some platforms charge extra to unlock HTML editing features. Before upgrading, it’s important to weigh up whether the benefits of fully customized email designs justify the added expense, ensuring it aligns with your goals and budget.
5) What advanced features do you need?
Most email service providers allow you to unlock premium features by upgrading your plan. These advanced features can enhance your campaigns, offering greater customization, analytics, and multi-channel opportunities — goodies that support you in achieving higher open rates and conversions.
Some of the most valuable advanced features include:
- A/B testing: Allows you to send two versions of an email with different variables, helping you identify which performs better.
- White labelling: Removes platform branding, giving your emails a more professional and polished look.
- AI and predictive analytics: Some platforms offer AI-driven insights, enabling you to segment your audience, personalize emails, write subject lines that boost conversion rates, and send time optimization for maximum engagement.
- .Multiple marketing channels: Certain tools (including Brevo) let you expand beyond email, reaching your target audience via SMS marketing, push notifications, WhatsApp, and social media.
Of course, these are just a few examples. There are plenty more specific functionalities including landing page builders, integrations with ecommerce stores, AI email content creation, CRM functionality, and external email marketing tools that boost deliverability — I could go on.
But how do these extra features affect your cost? In many cases, additional features are tied to your payment tier — with higher-priced plans offering the best extras. Interestingly, you might unlock premium features inadvertently when you upgrade your plan to accommodate more subscribers or send a higher volume of emails.
Alternatively, some platforms allow you to purchase add-ons on top of your standard package, giving you the flexibility to choose only the features you need. This à la carte approach can help you manage costs by avoiding unnecessary extras, ensuring you only pay for the features you require for your email marketing strategy.
Tips for choosing the right plan at the right price
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- To get the best value from your email marketing budget, start by clearly defining your needs. Consider your list size, your monthly email requirements, and which features are essential. After all, if you only need to run basic email campaigns, why pay for advanced features like multi-channel marketing that you won’t use?
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- Double-check what each pricing tier offers, and find the most cost-effective solution. Sometimes, it’s cheaper to use add-ons for specific features, rather than upgrading to a more expensive plan.
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- While it’s important to choose a plan that meets your current needs, don’t overlook the future. Switching providers down the line can be expensive (not to mention a hassle). Look for a scalable platform that can grow with your business.
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- Before committing, try taking advantage of free or trial plans. Many platforms let you send a limited number of emails, or access the full features for a limited time, letting you get a feel for the platform without committing upfront.
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- Once you’ve identified your needs and evaluated your options, shop around to find the platform that offers all the features you need at a fair price.
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- And finally, to keep costs down long-term, regularly clean your email list. Since subscriber count and email volume are major factors in email marketing pricing, removing inactive subscribers will save you money and boost key metrics — it’s just good list management.
In-House vs. Outsourcing: Which approach is right for you?
The way you manage your campaigns will also impact how much email marketing costs. You you have two main options: keep it in-house or outsource — either to an agency or a freelancer.
Each approach has different benefits, but be warned — the costs can vary significantly.
Here's how to choose the best method for your business needs and budget. We’ve done our best to estimate some ball-park figures, but depending on the expertise you require, the costs can be much higher.
1) In-house management
In-house management is often a good fit for small to medium-sized businesses. It involves using your own team to plan, create, and manage campaigns. The main advantage is that it typically doesn’t add extra costs beyond the email marketing software fees you’re already paying — making it ideal for tight budgets.
However, your success will depend heavily on your team’s skills. If you have expertise in email copywriting, design, and analytics, in-house management can work well for you. Otherwise, you might find your results fall short of professional standards.
Estimated costs:
- Platform costs: From $10 to $1,000+ per month, depending on list size, email volume, and features needed.
- Additional expenses: May include design tools, training, or software licenses, but no external service fees.
2) Marketing agencies
If you want a totally hands-off approach, you can outsource to an email marketing agency. Agencies offer end-to-end management, from strategy development and campaign design to automation and performance analytics. This full-stack approach ensures a professional execution every step of the way.
This option is ideal for larger businesses with bigger budgets, providing access to specialized tools and industry-leading expertise. However, this approach doesn’t come cheap. Agency pricing can easily stretch to thousands per month, depending on the complexity of your campaigns.
Estimated Costs:
- Setup fees: Between $500 and $5,000, depending on campaign complexity.
- Monthly retainer: From $500 to $5,000+ per month, with higher costs for advanced automation and strategy development.
- Project-based: For one-off campaigns, expect $1,000 to $10,000, especially if custom designs or advanced analytics are required.
3) Freelancers
If an agency is out of your budget, hiring a freelancer can be a good middle ground. Freelancers typically charge hundreds rather than thousands, making them ideal for smaller campaigns or specific tasks, like copywriting or email design on a per-project basis — or some are all-round digital marketing experts.
Freelancers offer a flexible, cost-effective choice if you need temporary support or want to supplement your in-house team’s email marketing efforts. Plus, since many agencies outsource to freelancers anyway, working directly with a freelancer can save you money while still delivering professional results.
Estimated Costs:
- Hourly rates: Between $50 and $150 per hour, depending on expertise.
- Per-project: Typically $200 to $500 for email design or $100 to $300 for copywriting.
- Ongoing support: If you need continuous help, expect $500 to $2,000 per month, which is cheaper than an agency but more than in-house management.
Which approach is right for you?
Whether you keep your email marketing in-house or outsource to professionals, the right choice depends on your budget, team expertise, and campaign needs.
- In-house management: Ideal if you have a skilled internal team with available capacity and want to avoid additional costs, with monthly expenses as low as your platform fees.
- Agencies: Best for large enterprises needing comprehensive services, but agency costs are high, ranging from $500 to $10,000+ per month.
- Freelancers: Provide a middle ground, offering specific expertise at lower costs than agencies, with per-project pricing from $200 to $500.
By carefully evaluating your options, you can choose a management approach that aligns with your goals, maximizes your budget, and delivers strong results for your email marketing campaigns.
Conclusion: How much does email marketing cost?
It's difficult to pin down the exact cost of email marketing costs, with so many moving parts to consider. However, by making smart choices about your platform, contact list size, email volume, features, and management approach, you can keep your costs in check.
If you're unsure which platform to start with, Brevo offers competitive pricing, robust marketing automation features, and scalable plans that grow with your business. Plus, with a free plan available, you can test the waters without any financial commitment.
