Higher Cost Per Email - Email Marketing

Why Might the Cost Per Email Be Higher?

There are several reasons why the cost per email might be higher. Firstly, if you're using a premium email marketing service, the pricing often scales with the number of features. For instance, advanced features like automation, detailed analytics, and segmentation can significantly increase the cost.
Another factor could be the quality of your email list. High-quality, targeted lists often come at a higher price, but they can also yield better results. Lastly, the frequency and volume of emails sent can also impact the cost.

Is a Higher Cost Justified?

Spending more per email can be justified if it leads to better outcomes. For example, investing in a service with superior deliverability rates ensures that your emails are more likely to reach the inbox rather than the spam folder. Additionally, the ability to send personalized and segmented emails can significantly improve engagement and conversion rates.

What Features Contribute to Higher Costs?

Several features can contribute to higher costs in email marketing. Advanced segmentation and targeting allow you to send more relevant emails to your subscribers, which can improve engagement but also increase costs.
Automation features that allow for drip campaigns or triggered emails based on user behavior are another factor. These features save time and can improve the effectiveness of your campaigns but often come at a premium.

How Can You Justify the Higher Cost to Stakeholders?

When presenting the higher cost to stakeholders, it's crucial to focus on the potential return on investment (ROI). Highlight how premium features can lead to better deliverability, higher open rates, and increased conversions. Use data and case studies to show how these features have benefited other companies.
You can also point out that the cost per email might be higher, but the overall cost per acquisition could be lower due to the increased effectiveness of your campaigns.

Are There Ways to Reduce the Cost?

If the higher cost per email is a concern, there are several strategies to consider. One approach is to clean your email list regularly to ensure you're not paying for inactive or unengaged subscribers.
You can also negotiate with your email service provider for better rates, especially if you have a large volume of emails to send. Another strategy is to focus on increasing the engagement rates of your current subscribers rather than expanding your list.

Conclusion

While the higher cost per email in email marketing can be a concern, it's often justified by the additional features and benefits that come with premium services. By focusing on ROI, leveraging advanced features, and employing strategies to reduce costs, you can make the most out of your email marketing budget.

Cities We Serve