Scandalous? – How Much Does Email Marketing Cost?
Scandalous – How Much Does Email Marketing Cost?
It’s not a well-known fact that email marketing has the lowest ROI of all marketing channels.
Email marketing allows you to improve customer acquisition, attract potential customers and allow you to appeal to both large businesses, midsize businesses and small businesses alike – so how much does email marketing cost?
In fact, while it is not cheap, email marketing costs are one of the most cost-effective channels to reach your audience.
Initially, the cost of email marketing might put you off, but if used as it should be you will be able to control your email marketing budget.
Email campaigns have been shown time and again to be a success of both building your email list, a healthy list that is, increasing the number of subscribers, capturing new subscribers and keeping up to date with inactive subscribers.
The reason why this is so is due to its low fixed price per subscriber and a high conversion rate.
Email accounts are sold as a service which means there are no upfront costs to get started with an email marketing campaign. Most email marketing software is easy to navigate can be a great asset for small businesses.
When you sign up for an email account on an email platform, or with an email service provider, you will be automatically sent your first campaign which allows you to have some idea about just how much you’ll be spending per person for the initial email campaign.
We start out by offering the most affordable pricing in the industry (around $1.00/month) depending on your plan of choice:
Just like any other marketing channel, there are many ways in which you can use email marketing to reach your audience and they include:
All these however come with significant upfront costs which may or may not be worth it depending on how much time and effort you want to put into them.
But one thing we do know for sure is that each of these can very much help grow your business by increasing conversions, leads and sales. So before going any further let’s take a look at them in greater detail…
PPC – Pay Per Click Advertisements PPC ads are fairly straightforward when it comes to targeting users; shortening search queries based on their location or interests or products, etc, results in Google rewarding you with more traffic than what would be expected if you were simply being targeted based solely on content and keywords alone.
But oftentimes these ads don’t get clicked because they aren’t relevant enough – do they really?
As a result, people don’t click because they usually don’t understand their intent (or what they actually want).
In addition to that, people without high levels of knowledge about products tend not to click because when a search query does appear related to it then the chances are that it will have some sort of negative sentiment associated with it (i.e., no value).
So how do we make our ads relevant enough to engage users?
The answer lies in understanding our users; finding out what makes them tick and getting down deep into their motivations/goals so we can tailor our ads accordingly.
These sentiments also apply to email campaigns. Using email marketing software an email marketing agency, or online email marketing services, through the signup forms you are able to use audience segmentation to nurture leads and boost conversions.
There also needs to be a good deal of trial and error involved before we know exactly what works best for keeping email marketing costs under control.
How Much Does Email Marketing Cost – Email Marketing Services
How Email Marketing Works
While it is a form of direct mail marketing (DM), it is not the same as traditional mail, which requires a physical mailing center.
So while direct mail is incredibly effective at generating leads, in most cases it is more expensive and requires postage and printing costs to benefit from.
One way to think about email marketing is that you do need to send an email each day, but you don’t have to send a ton of them. This keeps the email marketing cost down. So lt us walk you through a typical email campaign.
To be effective you will need to have some form of landing pages or squeeze pages. These can either be designed by in house designers or most businesses subcontract this out to designers.
There are also landing page builders to be found as part of many email marketing platforms such as Pabbly, Constant Contact,
The cost per unit would be $1 so your total cost per month would be $100 * 100 = $2000/month or $2500/year, assuming that each day you mail 100 copies (let’s say 50 per day or 300/month).
If on the other hand, you had 100 copies mailed out then your total cost per month would be just $100 * 50 = $500 for direct mail so your total cost per year would be just $2500/$2500 = 1% (.5%, rounded up) on average.
For more information on direct mail click here
Email Marketing Strategy Used By Businesses
This is a question I’m asked regularly, and one that the answers do vary widely.
To reflect this, this article will not just be a summary of the three main methods of email marketing and what they cost, but will also touch on some of the reasons why email marketing might not be the best option for you.
Firstly, there are two main methods (in terms of how much it costs), and though both can be cost-effective for businesses with relatively large budgets, there are some important differences between them.
The first method is the pre-paid direct mail service (PPDM).
PPDM allows businesses to send out unsolicited marketing material without having to pay for it upfront.
However, there are several key aspects that need to be considered when choosing an email service provider:
1) The amount you spend on your campaign should match your budget.
As a rule of thumb, if you’re looking at more than $250/month in expenses on average per customer, then you should think twice before going through with PPDM.
Some providers might charge substantially less per mailing (or even free!) depending on their volume or number of emails sent.
2) The time it takes to receive your campaign is important too; therefore make sure that your provider has a good time-tracking feature in their software to give you a better idea of how long it actually takes them to send out your emails.
3) Ensure that your choice is well vetted by customers who have used their product – do any big mistakes or find any major issues?
This is especially important if you plan on using PPDM in combination with other types of marketing such as search engine optimization (SEO).
Google ratings can be crucial for helping users decide whether or not this type of company serves their needs and exactly where they should go next in search results!
3) There are two main ways in which companies can use email marketing; firstly, our old friend text messaging (TNS) and secondly the ‘mobile push’ method which involves sending out an SMS message over mobile networks by either app or phone numbers directly from an online web site.
The TNS model is used when focusing more on sales than content because it requires users to do little more than click a button once they’ve decided what they want from your company/brand (within reason).
This method works particularly well with mobile-first companies that already have an audience already reaching out via email.
Email Marketing Campaign
ROI on Email Marketing Campaigns
There are a lot of different ways to measure the ROI of an email marketing campaign. There are a number of products available to do this.
The most popular method is web analytics which measures the email’s click-through rate and conversion rate as well as tracking of individual customer behaviour over a given period of time.
I’ve seen some companies using metrics such as bounce rates and open rates to measure their inbound marketing campaigns, but those metrics can be misleading because they tend to show how often people click on an ad, but don’t actually end up making a purchase (i.e., their bounce rate may be high but their open rate is low).
On the other hand, email newsletters can also be extremely effective in increasing sales, subscriber base, leads and more.
The hard part about measuring the ROI on an email marketing campaign is that it depends on your customer base and how many emails you send them every month versus how many purchases they make from your store or service (which isn’t necessarily the same thing).
If you have a very small customer base, you may only see a marginal ROI increase with your emails; however if you have 1000 customers each month, then your returns can be quite significant!
It’s also important to note that just because an email outreach has worked with 1000 subscribers doesn’t mean it will work for you.
A company called Highfive does amazing work with this approach, using nearly two years worth of data to back up its claims.
So although there are many methods available for measuring ROI on campaigns like this one, it’s important that you understand what they offer and don’t overestimate them.
For example, someone who responded to one or two emails over 10 weeks from someone you know might not purchase anything from you in the long term if they haven’t engaged with your brand over any amount of time.
Over the last year, the cost of campaigns has drastically decreased. It can be confusing for businesses to decide on the best way to run a campaign.
There are so many variables when it comes to price and performance and by taking into account all that, how much does email marketing cost?
To make things easier for you, I’ve listed the costs below:
– Email Marketing Campaigns: $0.99 per email sent
– Mailing Lists: $2.50 per subscriber (this does not include any other services like a domain name or web hosting)
– Web Hosting: $1.99 per month quadraDNS included
– Domain Name: $12.00 USD per year or less (this does not include any other services like a domain name or web hosting)
– E-Marketing Software: $1.99 per month quadra DNS included
Here are some tips to help you decide on the right price/performance ratio for your business as well as a few other questions: –
Do you have automated and/or ‘batch’ campaigns?
If yes, then consider making sure that you include a paywall option in your price list so that those who click on your campaigns get paid faster.
Do you have more than one channel? – If yes, then consider making sure that each channel has its own set of standards for payout so if someone clicks on your campaign from one channel it will generate a different payout than if they clicked from another channel.
Are you running these campaigns for multiple companies?
I know some people who do this where one company does all their email marketing for them and then they send out their newsletters to their customers with their logo in them (which is great but there are better ways of doing this).
But what about when you don’t want to do this? – Are you sending out these emails from an eCommerce website?
If yes, then consider including further products to be sold along with your newsletter in order to increase your sales and give more value as well as add value to your customer experience by showing off products they can purchase at once instead of every time they open up their emails!
Do you have significant discounts/vouchers attached to these emails? If yes, then make sure that when people click on them they don’t get redirected straight away but first get some extra information before tapping into any discounts/vouchers (that way you can look at sales figures etc).