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How Much Does Email Marketing Cost In 2023


How Much Does Email Marketing Cost in 2023

Email marketing continues to be a powerful tool for brands to engage with their audiences. Recent surveys reveal that the average cost of email marketing campaigns in 2023 has witnessed an average open rate of 16.97%, with a 10.29% click-through rate (CTR). 

This significant escalation underscores the importance of email marketing as an efficient and cost-effective strategy, poised to deliver unparalleled results.

Many service providers offer tiered pricing plans based on the size of your email list or the number of subscribers you have. Your marketing campaign’s automation and segmentation capabilities can also influence the cost. 

Email marketing platforms offer various pricing options, including free plans for small businesses with limited subscribers.

What Is Email Marketing?

Email marketing refers to directly marketing to prospects, leads, or existing customers through email communications. While various content marketing strategies such as SEO blogging, social media campaigns, landing pages, and UGC video posts are integral to e-commerce marketing teams, email stands out as a fundamental pillar. 

What sets email apart is its capacity to provide a highly targeted, personalized, and direct means of communication throughout the customer journey. 

Email marketing services enable brands to deliver tailored messages to individuals, fostering more robust engagement and enhancing the overall customer experience.

Why Is Email Marketing Important?

Email marketing holds a crucial position as a highly effective strategy for brands. With robust email marketing platforms and automation tools, brands can harness the power of personalized communication to reach their audience effectively.

By utilizing marketing automation, brands can streamline their processes, nurture leads, and minimize issues like cart abandonment. Moreover, email marketing seamlessly integrates with other digital marketing channels such as social media, creating a cohesive brand experience.

Email marketing enables brands to track and measure the performance of their campaigns through various metrics, such as open rates, click-through rates, and conversion rates.

  • A survey by Statista projects worldwide email users to reach 4.6 billion by 2025, highlighting the massive potential reach of email marketing campaigns.
  • It offers a high level of flexibility and allows brands to segment their audience, send targeted messages, and automate repetitive tasks to save time and resources.
  • Email marketing integrates well with other marketing channels such as social media and content marketing, creating a cohesive and synchronized approach to reach and engage customers.
  • It provides a personalized and tailored approach to engaging with customers, fostering stronger relationships and brand loyalty, which results in enhanced customer relationship management (CRM).
  • According to a report by Campaign Monitor, for every $1 spent on email marketing, the average return on investment (ROI) is $44, making it a highly cost-effective marketing strategy.

Brand Loyalty

Implementing a strategic approach to email marketing is instrumental in cultivating brand loyalty. Brands can build a robust customer base by leveraging targeted landing pages and employing effective email automation tools. 

The key lies in identifying and segmenting the appropriate audience to ensure personalized and relevant email campaigns. 

This strategic utilization of email marketing enables brands to deliver tailored messages, exclusive offers, and valuable content that resonates with customers – fostering a sense of loyalty and strengthening the bond between the brand and its audience.


With the right email automation marketing tools, brands can increase their conversion rates and directly generate sales. 

Customer Retention

Email marketing centers around nurturing customer relationships through personalized offers, tailored content, and exceptional customer service. 

Brands can cultivate trust, loyalty, and long-term relationships that drive success by consistently delivering value and personally engaging with customers.

Cart Abandonment Minimization

Email marketing strategies can also help brands reduce cart abandonment issues, directly increasing profits.

How Much Does Email Marketing Cost?

The cost of email marketing can vary depending on various factors such as: the size of the email list, the frequency of campaigns, the level of personalization, and the complexity of automation. 

Smaller brands or startups may opt for free or low-cost email marketing agencies that offer basic features and limited email subscriber numbers. As the brand grows and the email list expands, there may be a need to invest in more robust email marketing solutions with advanced features and higher subscriber limits, ranging from affordable monthly subscriptions to more expensive enterprise-level plans. 

Brands may also consider expenses related to email design, content creation, and analytics tools to improve campaign performance. Email marketing pricing can be flexible and scalable based on brand requirements, email service provider (ESP), and growth stage.

Another factor that plays a role in prices is the role of marketing experts.  For instance, outsourcing email marketing may cost less than hiring an in-house staff. Similarly, customization, automation, segmentation, and personalization may also raise the service cost. However, this initiative can improve deliverability and engagement. 

What Affects the Price of Email Marketing?

Multiple factors indulge in the formation of cost-effective email marketing strategies. As a result, the pricing may vary for each type of  email marketing service. 

List Size and Quality

Building and maintaining an email list is a fundamental aspect of successful email marketing campaigns, with pricing and cost closely tied to it. 

An email list comprises a collection of individuals who have voluntarily provided their contact information, demonstrating an interest in a particular brand, product, or service. However, the value of an email list extends beyond the sheer number of contacts.

While the initial investment in growing and maintaining an email list may incur costs, the long-term benefits such as higher conversion rates and customer loyalty, outweigh the expenses.

 Automated tools and strategies also play a vital role in effectively managing and segmenting email lists, allowing brands to target specific audience segments with tailored content and offers. Ultimately, the effectiveness and return on investment of email marketing campaigns heavily depend on the quality and management of the email list.

Automation Tools and Resources

Platforms like Mailchimp provide a comprehensive suite of tools and features to streamline the process. Email marketing software plays a crucial role in executing successful email marketing strategies for brands. 

With the rapid growth of digital marketing, email marketing platforms have become indispensable for effectively reaching and engaging target audiences. These programs are crucial in executing successful email marketing strategies for brands.

Mentioned below are some of the features which efficient email marketing software provides:

  • Intuitive interfaces for designing visually appealing email templates that boost click-through rates and conversion rates.
  • Integration with social media platforms further expands the reach of email campaigns and enhances engagement.
  • Email marketing software also provides A/B testing, allowing brands to test different email variations and determine effective content and design for improved conversion rates.
  • Email marketing software programs empower brands to implement effective email marketing strategies, automate processes, and achieve measurable results in the ever-evolving digital marketing landscape.

Monthly Email Volume

​​The monthly email volume can significantly impact a brand’s pricing of email marketing services. Managing a higher number of emails requires additional resources and infrastructure from the email marketing service provider. 

This includes server capacity, bandwidth, and storage space. Providers must invest in these resources to ensure efficient delivery and tracking, which can contribute to higher pricing for brands with larger monthly email volumes.

Brands with higher monthly email volumes often require more scalability and personalized support from their email marketing service provider. Email marketing platforms may offer advanced features like automation workflows, advanced segmentation, and personalization options. 

Maintaining a good email sender reputation is crucial for ensuring high deliverability rates. As the monthly email volume increases, brands must implement stricter email list management practices, monitor engagement metrics, and maintain a clean email list. 

It’s essential for brands to carefully consider their email volume needs and assess the pricing plans offered by email marketing service providers. 

Campaign Creative

Strategizing a creative campaign is crucial when deciding the email marketing plan. It encompasses the design, copywriting, and content elements of an email campaign – from email design to pop-ups, functionality, subject lines, email automation, email newsletter, email content, and call-to-action (CTA) buttons. 

Campaign creative is a powerful tool that helps brands capture attention, reinforce brand identity, convey messages effectively, drive click-throughs, personalize content, optimize for mobile, and continually improve campaign performance.

Reporting and Analytics

Brands can better understand their audience’s behavior and preferences by analyzing key metrics, such as open rates, click-through rates, conversion rates, and subscriber engagement. 

Reporting and analytics allow brands to track the success of their email marketing initiatives, identify trends, and make data-driven decisions to enhance future campaigns. With the ability to measure and analyze the impact of their email marketing tools, brands can continuously refine their strategies and improve engagement.

How Do I Know If My Email Marketing Campaign Is Successful?

Many measure the success of an email marketing campaign by the CTR, which serves as a more reliable indicator of recipient engagement and interest. 

Unlike open rates, which preview panes and automatically loaded images can influence, CTR accurately measures how many recipients clicked on the links within your email. 

A high CTR signifies that your campaign has effectively captured your audience’s attention and motivated them to take action, making it a valuable metric for assessing the effectiveness of your email marketing efforts.

How MuteSix Can Help

MuteSix stands out in the market by offering a comprehensive range of email marketing services. Trusted by numerous firms, MuteSix excels in building and executing effective marketing strategies efficiently.

At MuteSix, our data-driven marketing strategies go beyond ROAS to deliver higher quality customers that lead to greater lifetime value. We rely on advanced measurement solutions to inform custom investment and creative optimization decisions. 

If you’re a brand looking for more reliable, real-time data solutions to maximize your campaign success, reach out to our team of Marketing Science experts today. 


2023 Email marketing statistics compilation including open rates, CTR and CTOR | Smart Insights

Number of e-mail users worldwide from 2017 to 2025 | Statista

24 Email Marketing Stats You Need to Know | Campaign Monitor

What is an email service provider (ESP)? | Campaign Monitor

Special thanks to our friends at MuteSix for their insights on this topic.
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