Email Campaign Costs

June 5, 2008 at 6:54 pm 6 comments

Q: I see articles about cost of mail list etc., but not on cost of deployment service.  What is the average cost per email deployment charged by agencies?  For those that don’t do in-house what are agencies charging to deploy emails?  I’d appreciate complete costs including layout design & deployment if contact list is provided.

A:  We’ve broken out the cost of email deployment into its various components, and have provided a price range for each. Know that you may not need to consider all pieces.  For example, if you already have your own list of email addresses, you can obviously take out that cost component.

  • Creative development: This fee covers consultation with an agency or designer who will develop the creative piece for you.  This price can vary quite a bit.  We’ve seen creative development as low as $500 and as high as $5,000 per program.
  • Email list procurement:  Typical prospect lists available are those where people opted in to receive email. Associations and magazine publishers also tend to rent their lists.  Count on paying $100-$400 per thousand records, and know that you’ll never receive the list of emails. The list company will be responsible for deployment and reporting, and they’ll usually charge a small fee for the deployment (approx. $500).
  • Appending emails to your own file:  If you have a large file of postal addresses and you’d like to reach your customers through the email channel, you might consider appending emails.  Companies typically are able to append emails to approx. 15-40% of your postal file and charge based on email supplied.  Typical e-append fees also vary widely–from as low as .08 each to as high as $1.00 each.
  • Deployment:  The most common option for smaller-volume emailers is to use a web-based service such as Constant Contact or I-Contact (which we use).  These services charge a monthly fee, based on volume.  For example, if you manage a list of 5,000 records, count on paying around $50 per month for the web-based service. The fee covers the email deployment and all reporting.  These services also offer a number of email templates, making creating your own emails simple (and fun to do!).

We hope that this helps you understand the costs of email deployment.  Good luck!


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6 Comments Add your own

  • 1. B  |  February 26, 2009 at 4:17 pm

    What are apparel retailers paying for e-mail deployment? Is it higher or lower then other retailers? Also, are the rates for the deployment going up or down?

  • 2. Suzanne Obermire  |  February 26, 2009 at 11:15 pm

    I do not believe that there are cost differences between industries. There are, however, differences between deploying using the various available services.

    I, personally, have not seen a recent change in email deployment costs. They remain reasonable and haven’t shifted all that much in the recent months.

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  • 4. Green Marketing  |  April 27, 2014 at 5:51 pm

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