Email marketing software cost: pricing models and real budgets

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Email marketing software cost depends mostly on how many contacts you store or how many emails you send, and on which features you need, such as automations, segmentation, landing pages and removal of the provider's branding. Two tools with similar headline prices can cost very different amounts once your list grows. This guide explains the pricing models, what free plans include, the extras that raise bills, and example budgets so you can choose a tool that stays affordable.

The two main pricing models

Contact-based pricing charges according to the number of subscribers on your list, usually in bands, with a monthly sending limit that is generous relative to the list size. As your list grows, you move into higher bands. This is the most common model.

Send-based pricing charges according to the number of emails you send per month, regardless of how many contacts you store. It suits businesses with large lists that email infrequently, or those that want to keep many contacts without paying for them.

Some providers mix the two, or charge per user seat on top. Check how each tool counts contacts, for example whether unsubscribed contacts still count, since that affects your bill.

Current entry prices

These are the email marketing tools we track, with entry prices from their own pages:

Prices from vendor websites, checked 2026-10-12; they update automatically.

Mailchimp Free plan, then USD 13 per month (from), Brevo Free plan, then USD 9 per month (from), MailerLite Free plan, then USD 12 per month (from), Kit Free plan, then USD 33 per month. Detailed plan breakdowns are on our pricing pages: Mailchimp pricing, Brevo pricing, MailerLite pricing and Kit pricing.

What free plans include

Several email tools offer free plans, which are a good way to start. Typical limits include a maximum number of contacts, a daily or monthly sending cap, limited automations, fewer templates, provider branding in the email footer, and limited support. Free plans suit new businesses and small lists, but check which features you will need soon, such as automations or removing branding, and what the first paid tier costs. See free email marketing plans for current options.

Features that push you to higher tiers

• Advanced automations, such as multi-step sequences with conditions.
• Segmentation based on behaviour, purchases or custom fields.
• A/B testing of subject lines and content.
• Removal of provider branding.
• Landing pages and sign-up forms beyond the basics.
• Multiple users and permissions.
• E-commerce integrations and product recommendations.
• Reporting such as revenue attribution.
• Priority support.

List the features you need and find the cheapest tier that includes them, rather than comparing entry prices.

Hidden and extra costs

• Contacts counted twice if they appear in several lists, on some platforms.
• Unsubscribed or inactive contacts still counted towards limits.
• Overage fees for exceeding contact or send limits.
• SMS or WhatsApp credits, usually priced separately.
• Dedicated IP addresses for high-volume senders.
• Transactional email add-ons for receipts and notifications.
• Currency and tax, since many tools price in US dollars or euros, with local VAT added.

Example budget: 1,000 contacts

A small business with 1,000 subscribers sending a weekly newsletter and a welcome series can often use a free plan or the lowest paid tier, depending on whether it needs automations and branding removal. Annual costs range from nothing to a modest monthly fee. At this stage, choose a tool that is easy to use and will scale, rather than the absolute cheapest.

Example budget: 10,000 contacts

At 10,000 contacts, contact-based plans move into higher bands, and the difference between providers becomes noticeable over a year. A business sending two campaigns a month plus automations should compare the price of the tier with automations and segmentation at 10,000 contacts across three providers, and a send-based provider at around 20,000 to 40,000 sends a month plus automations. Cleaning inactive contacts can move you down a band.

Example budget: 50,000 contacts or more

Large lists change the calculation. Contact-based pricing can become expensive, while send-based pricing may be cheaper if you email the whole list infrequently. Many providers offer custom pricing at this size, so negotiate. Consider deliverability features such as dedicated IPs and the support level. At this scale, list hygiene has a big financial effect: removing 20% inactive contacts can save a meaningful amount each year.

Annual vs monthly billing

Most tools offer a discount for annual billing. Annual plans make sense once you are confident in the tool and your list size, but they lock you in. If your list is growing quickly, check whether you can upgrade mid-term and how the price changes. If you are still testing, pay monthly.

Creators vs businesses

Creators selling newsletters, courses or digital products often prefer tools designed for them, with paid newsletter features, simple landing pages and creator-friendly pricing; see best email marketing for creators and Mailchimp vs Kit. Online stores need deep e-commerce integration and automations; small service businesses need simplicity. Choose a tool built for your model to avoid paying for features you will not use.

How to pay less

• Clean your list regularly, removing bounced and long-inactive contacts.
• Avoid duplicates across lists by using tags or segments instead.
• Choose the right model: send-based if you have a large list and email rarely.
• Pay annually once settled.
• Look for discounts for non-profits or startups.
• Review your plan yearly; our software price tracker notes recent price changes.

Is it worth paying for?

For most businesses, email marketing pays for itself if it brings a handful of extra sales or bookings each month. Track revenue from email using tagged links from the UTM builder and your store or CRM, and compare with the monthly cost. If email brings little revenue, the problem is usually list quality or content rather than the tool; see email marketing for beginners.

Switching tools

Switching email tools is easier than switching CRMs, but plan it: export contacts with consent records and tags, rebuild forms and automations, authenticate the new tool on your domain, and warm up sending gradually. Run both tools briefly while forms move over. See email deliverability: SPF, DKIM and DMARC.

Common mistakes

• Choosing on entry price without checking the tier you will need.
• Paying for inactive and unsubscribed contacts.
• Duplicate contacts across lists.
• Annual billing before you are sure of the tool.
• Ignoring separate costs for SMS or transactional email.
• Never reviewing the plan as your list changes.

Example: comparing three tools for a growing store

An online store has 4,000 subscribers today and expects 12,000 within a year. It sends two campaigns a week and needs abandoned cart and post-purchase automations. Tool A is cheapest at 4,000 contacts but its price rises steeply at higher bands. Tool B costs a little more today but rises gently. Tool C is send-based; at about 35,000 sends a month now and 100,000 later, its cost rises with sending rather than list size.

The store builds a simple table of monthly costs at 4,000, 8,000 and 12,000 contacts for each tool, using published prices for the tier with the automations it needs. Over a year, Tool B is cheapest overall despite not being cheapest today. It also checks that each tool integrates with its store platform; see the e-commerce ranking.

Example: a consultant with a small list

A consultant has 600 subscribers and sends a monthly newsletter plus a welcome series. A free plan covers the contact count and sends, but includes the provider's branding and limited automations. The consultant upgrades to the lowest paid tier to remove branding and get a three-email welcome sequence, deciding the small monthly cost is worth a more professional look. Revenue from two consulting calls booked through the newsletter covers the year's cost.

Transactional email costs

Receipts, password resets and order notifications are transactional emails. Some marketing tools include them, others sell them as an add-on, and many businesses use a separate transactional email service priced per email. Online stores and SaaS products should include transactional costs in their budget. Make sure transactional emails are authenticated on your domain for reliable delivery; see email deliverability.

SMS and WhatsApp alongside email

Many email platforms now offer SMS and sometimes WhatsApp messaging, priced by credits per message, which vary by country. These channels have higher open rates but cost much more per message than email, and require explicit consent. Use them for time-sensitive messages such as order updates or flash sales, not for every campaign. See WhatsApp marketing for small businesses.

Agency and multi-brand pricing

Agencies managing email for clients, or businesses with several brands, need separate accounts or workspaces. Some tools offer agency plans with sub-accounts and consolidated billing; others charge each account separately. Check how contacts are counted across sub-accounts and whether client-facing reports and white-labelling are included. Per-account pricing can multiply costs quickly.

Calculating return on investment

Measure revenue attributed to email over a quarter, using tagged links and your store or CRM, and compare it with the tool's cost plus the time spent creating emails. Include indirect value, such as repeat purchases from customers who receive regular emails. If email brings in several times its cost, upgrading for better automations may increase returns further. If it barely covers its cost, improve content and list quality before spending more. See LTV and CAC explained for valuing repeat customers.

Questions to ask before choosing

• How are contacts counted, including unsubscribed and duplicate contacts?
• What happens if I exceed my contact or send limit?
• Which tier includes the automations and segmentation I need?
• Can I remove the provider's branding, and on which plan?
• Does it integrate with my website, store and CRM?
• Are prices shown with or without tax, and in which currency?
• Is there a discount for annual billing, and can I upgrade mid-term?

Budgeting for growth

Your email bill grows with your list, so plan for it. Estimate list growth from your sign-up rate and multiply forward 12 months, then price the plan you will need at that size. If growth comes mainly from a lead magnet or giveaway that attracts low-quality sign-ups, expect a higher share of inactive contacts and plan regular clean-ups. Growth in engaged subscribers is worth paying for; growth in inactive ones is not.

Free trials and testing

Most paid tools offer a free trial or free plan. Use it to test the editor, automations, integrations and reporting with real content, not just a template. Import a small segment of your list, send a test campaign, and build one automation. You will quickly see whether the tool fits how you work, which matters more than small price differences.

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