Email Marketing Agency Pricing – How Much Should You Really Pay?

Also, not to brag, but our average ROI is 1,300%. So, let’s just say email marketing is very much worth your time (and investment).

If you’re ready to get in on that ROI goodness, let’s talk about what you can expect to invest in an agency for email marketing services.

Let’s dive into what impacts email marketing agencies, how we structure our pricing and services and find out if CodeCrew is the perfect fit for your needs.

Ignite My ROI

Big Things That Influence Email Marketing Agency Pricing

• Agency Experience and Expertise

  Usually, the more experienced an agency is, the bigger the price tag. The experience is at least a form of a guarantee that the investment pays off in results!

  Industry-wide email open rates are around 21.5%, but top agencies can push this up to 25% or more with solid strategies.

• Scope of Services

  Think about what you actually need. Are you looking for just strategy or for full-service including design, automation, and the whole nine yards? The more you add, the higher the price tag, and that’s just the reality of it.

• Client Size and Email List Volume

  The bigger your subscriber base, the more your Email Service Provider (ESP) will charge. That’s why it’s key to find an ESP with a flexible payment plan that scales with your needs. Not sure where to start? Check out our blog posts on Klaviyo pricing and Klaviyo alternatives for more on this.

• Personalization and Campaign Complexity

  Personalized emails increase click-through rates by up to 139%, and segmented campaigns can drive up to 760% more revenue. But more personalization means more time and tech setup. Equally, if you’re running multiple, complex campaigns each month - that’ll cost more too.

• Advanced Tools and Tech

  Tools like CRMs, AI-driven analytics, and custom automations can bring in some impressive ROI, but they’re not cheap to set up. If you’re using data-driven services, agencies may pass these costs along in the price.

Email Marketing Agency Pricing - Let's Talk Numbers

In general, email marketing agency pricing is pretty difficult to determine without a deep analysis of the scope of work.

There are a lot of factors that come into play. However, pricing is most frequently based on a straightforward model: how much you pay depends on the volume of emails you want to send and the complexity of the strategy applied as well as tech requirements. Here’s how it breaks down:

• Low end of the scale

  From $1,500 to $5,000 per month. Typically, this includes around 3 workflows and one email every 2 weeks. The email marketing agency pricing can vary depending on the agency's expertise, the strategic depth of your program, and similar factors, including tech implications and segmentation, amongst other things.

• High end of the scale

  From $7,000 to $14,000 per month. This is for more advanced CRM programs with up to 10 or more workflows, SMS, and push notifications. It frequently also includes several emails sent weekly to different segments. Once again, it also depends on your agency and the type of strategy work that's being done. And just remember, like any kind of effective marketing, this isn't an expense, it's an investment.

Sometimes, if your email marketing program is highly demanding, the agency may assign a dedicated expert to manage your account full-time.

When you think about the fact that email marketing can return $42 for every $1 you spend, that means you can easily average revenues between $60k and $588k from your email program if you allow some true email marketing experts to deal with it.

Breakdown of Services and Costs

Email Strategy Development

Starting with strategy? Wise move.

This is where an agency figures out what’s working, and what’s missing, and builds a game plan just for you. Think of it as the foundation for everything they’ll do to make your email marketing click.

• What’s Included

  A typical strategy package covers an audit of your existing emails (to see what’s working and what’s not), a roadmap (laying out your email goals and timelines), and segmentation (making sure the right people get the right emails).

Template Design and Development

Templates are the face of your brand in people’s inboxes. Whether you go for a custom design or a pre-designed template, this is where your brand’s personality shines.

• Custom vs. Pre-Designed Templates

  Custom templates are designed just for you, and they’ll look the part. Pre-designed templates are quicker, easier, and more affordable but might feel a bit “one size fits all.”

• Pricing Range

  Pre-designed templates can run between $300 and $800. Custom templates, especially the fancy ones with animations or interactive elements, might cost anywhere from $1,000 to $5,000.

Campaign Management and Automation

Campaign management keeps your email machine running smoothly, while automation ensures emails go out exactly when your audience needs them.

• Automation Setup Costs

  Setting up a basic automation sequence, like a welcome series, can cost $1,000 to $3,000. For more complex automations, like multi-step campaigns with branching logic, expect prices to climb above $5,000.

• Campaign Management and Monitoring Fees

  Monthly fees for scheduling, testing, and monitoring campaigns generally range from $500 to $2,500.

Reporting and Analytics

Numbers matter. Tracking performance is essential for understanding what’s working and what’s not.

• Basic Tracking and Reporting

  Basic reporting is often included, but if not, it’ll typically run $200 to $500 per month.

• Advanced Metrics Tracking

  For deeper insights—like tracking lifetime customer value or predicting the best times to send emails—advanced analytics can cost between $500 and $2,000 monthly.

Picking the Right Agency for You (and Your Budget)

• Get Clear on What You Actually Need

  Just starting out? You probably just need a solid strategy and a couple of plug-and-play templates. Ready to dominate? You’ll need heavy hitters—think advanced analytics, automation setups, the works. Define your goals before you start shopping.

• Understand How They Charge

  Hourly rates, bundled packages—it’s all out there. But here’s the kicker: Know what’s included. Read the fine print. Hidden fees can sneak up faster than a bad decision on a late-night Amazon spree. With a full-service agency, you get everything - almost always much more thoroughly than an hourly or package deal - and with those “added fees” included. More often than not, you spend just as much but get so much more (and less headache!).

• ROI > Cheap

  Look, saving money feels good at the moment, but email marketing isn’t an expense—it’s an investment. A killer strategy, design, and copy can make you 10x, 20x, or even 100x what you put in. Pay for quality now, and you’ll thank yourself when the results roll in.

• Bottom line

  Pick an agency that matches your goals, knows their worth, and helps you win.

Other Need To Knows That Impact Email Marketing Agency Pricing

• Delivery rates

  Another factor is delivery rates. Your ESP should offer a delivery rate of 98% or higher to make sure your emails reach inboxes, and as your list grows, maintaining this rate can get pricier. If you’re only sending a couple of emails a month, you don’t need to fork out loads of dollars.

• Custom integrations

  Then there’s the cost of integrations. The more custom integrations you have—like with your CRM, loyalty platform, e-commerce or other tools—the more you might pay. But if you want your systems working together seamlessly and giving you better insights, it’s worth it.

• Compliance

  Compliance is essential, too. Make sure your email marketing follows data protection laws like GDPR and CAN-SPAM. A good agency will help with this by setting up double opt-ins, unsubscribe options, and safeguarding user data, which adds a layer of professionalism (and cost).

• Retainer vs Project Fees

  A retainer is an ongoing contract with an agency, while a project fee is exactly that – a one-time, project-by-project billing. You might think project fees are cheaper, but not necessarily. Agencies often charge more for single projects because they can be disruptive and require more resources. With a retainer, you’re billed monthly for a set number of hours, allowing your agency to get to know your brand and build a stronger relationship with your team. Quite frankly, getting amazing results from email marketing takes time, so a longer-term relationship is more likely to give you the results you want.

Hidden Costs To Watch Out For

When it comes to email marketing, sticker prices can be just the start. Here are a few “gotchas” to keep an eye out for:

• Extra Charges for Additional Services

  Some agencies are all-inclusive, but others bill separately for “extras” like copy updates, advanced automation, or custom graphics. Always clarify what’s included (and what’s not) upfront.

• Overages for Email List Size or Sending Volume

  Your pricing might be based on the size of your email list or how many emails you send. Hit a certain threshold? You could be looking at extra fees. So if your subscriber base is growing, check if this will mean a cost jump.

• Long-Term Contracts and Cancellation Fees

  Some agencies ask for long-term commitments, which can be great if you’re looking for stability, but not so much if you’re testing the waters. Be sure to understand the contract terms, and any fees for early cancellation, to avoid getting locked in if your needs change.

Case Studies: Typical Pricing for Small vs. Larger Businesses

Smaller Brand – Doughp

Larger Brand – Oru Kayak / Solo Brands

Check out the full stories on our case studies page!

Are Email Marketing Services Worth It?

Is the sky blue?

Without a doubt, email marketing is worth it. In fact, it's probably one of the best investments you'll ever make - just ask any of our clients.

Here’s the thing; when you’re trying to find an email marketing agency, staying within your budget is important BUT you also need a fantastic strategy to help you monitor growth and that sweet, sweet ROI if you’re going to be successful.

These emails don’t just create themselves – lots of blood, sweat, effort, and tears go into every great email campaign.

With an agency like Code Crew - your workflows are carefully planned for the best results, and detailed reports are written to improve performance and surpass every single goal.

And speaking of amazing agencies – are you ready to find out just how much value a fantastic email campaign can add to your business?

I thought so.

Let’s get started.

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