Guide to Better Budget for Email Marketing

Email marketing can be one of the most cost-effective ways to reach your audience. But it’s essential to understand the basics before you get started.

A budget for email marketing is vital in ensuring your messages are successful and spending your money wisely. In this article, we’ll cover all the essential aspects of creating a budget for email marketing.

This is to ensure you’re getting the most out of every penny. 

What Is an Email Marketing Budget?

An email marketing budget is the money you set aside to create, send, and manage emails. This includes purchasing or renting email lists and creating content for your emails (like videos, images, etc.).

You can hire designers and copywriters to help craft your message. Try paying for services like Mailchimp or Constant Contact to help you send your messages.

It also covers additional costs associated with running email campaigns, such as analytics tools, testing software, and other technical aspects. 

How to Determine an Email Marketing Budget

Set Your Goals

Before you set a budget, you must know what kind of results you want to achieve with your email marketing efforts. Are you trying to drive leads or sales? Increase engagement?

Generate more website traffic? Knowing what success looks like will help you decide how much money to allocate for email marketing. 

Analyze Past Campaigns

Take a look at what worked and didn’t work in previous campaigns. This will give you insight into which elements are worth the investment and which can be cut back on for better ROI. 

Compare Costs With Other Channels

Email is often cheaper than other forms of advertising. Compare costs across all your channels to ensure you receive the most value for your buck.

Consider Automation Costs

Automating your email messages can save you time and money, but there are still costs. It’s like using a service provider or purchasing additional software. 

Set Aside Money for A/B Testing

Testing is essential for determining which elements of an email campaign were successful. Set aside some money specifically for testing different versions of emails and other elements to see how they perform. 

Create a Budget Tracker

Use a tracker or spreadsheet to see where each dollar was spent on specific campaigns. This can help you quickly analyze results and adjust future budgets accordingly. 

Primary Things That Influence an Email Marketing Budget

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Photo by Myriam Jessier on Unsplash

Email List Size

 The size of your email list will greatly impact how much money you need to allocate for email marketing. More extensive lists require more resources and, thus, more budget. 

Frequency of Emails

How often you send emails is also a factor in budgeting for email marketing. You’ll need to set aside money for content creation if you plan on sending multiple messages per month or week. 

Type of Campaigns

Different campaigns, like promotional offers or newsletters, require different amounts of time and money. So consider this when deciding your budget. 

Design Costs

Professional designs can be expensive, but they are important when getting your message out there. Make sure you factor in design costs when putting together your budget. 

Technical Setup

Running an email campaign can involve a lot of technical aspects like setting up autoresponders, segmenting lists, and more. Set aside money for this to prepare you for any unexpected costs. 

Steps to Creating a Budget for Email Marketing

Calculate Your Cost Per Email

First, you need to determine how much it costs for each email sent. This will include a list of rental fees, software fees, and other associated costs. 

Set a Budget Limit

Once you’ve calculated your cost per email, decide on an overall budget limit for the campaign. Make sure this number is realistic based on your goals in step one. 

Track Progress

Monitor the progress of your campaigns so that you can adjust your spending if needed. Also identify where money could be better spent or saved in future campaigns. 

Analyze Performance Metrics

Use analytics tools to measure important metrics like open rates and click-through rates to ensure that your campaigns bring the desired results. 


Q: How Much Does Email Marketing Cost Per Lead?

A: During 2020, the average cost per lead (CPL) was $198. However, this value depends on your industry, marketing channels, and competition. 

At $811, the highest number was for trade shows and events.

A retail CPL averaged $34, while financial services averaged $160. CPL rates for SEO and online retargeting are the lowest at $31. 

Q: Do Companies Need to Spend Much on Marketing?

A: These two industries make up more than half of Worldwide advertising spend. This includes initiatives that cater to audiences based on desktop computers, search engines, video streaming platforms, social media, and mobile devices. Marketing experts have seen success with some of these digital channels. So consider spending at least half of your marketing budget on some of them. 

Q: How Much Should I Budget for Email Marketing?

A: The amount you set aside for email marketing will depend on your specific goals. It also includes the size of your email list, and the type of campaigns you’re running. It’s best to start with a small budget and then adjust as needed based on results. 

Q: What Are Some Ways to Save Money on Email Campaigns?

A: Some tips for saving money include optimizing content, leveraging automation, testing different elements of the campaign. You can try using free or low-cost services like Mailchimp. 

Q: How Often Should I Run an Email Campaign?

A: This depends on your audience, but it’s a good idea to send emails at least once a month. However, if you have more frequent promotions or news to share, you should increase the frequency of your emails. 


Creating a budget for email marketing is essential to ensure you receive the most value of your campaigns.

Set realistic goals, analyze past performance, and track progress to get the best ROI. By using these guidelines, you can create an adequate budget that will help you reach your desired outcomes. 

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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