Email marketing costs between 10 and 31 AUD/month for DIY software, but can climb to between 2,000 and 15,000 AUD/month if professional management is needed.

The specific cost depends on several factors, which will be discussed later.

So, why would you invest in this marketing tool?

Two words.

Ownership & Control

• You own the channel: Direct communication avoids algorithms that affect other marketing opportunities.
  
  
• You own the audience: Targeted campaigns and relationship-building mean you decide what to talk about and who receives it.
  
  
• You own the data: Clear results and high ROI come from your ability to track, analyse, and improve your campaigns.
  
  
• You own the process: Automation allows you to control the timing and triggers of your communications.
  

If this resonates, you’ll enjoy what’s coming up:

A quick look at the cost and features of the five most popular email marketing software ✅

How to outsource email marketing for a small fee✅

Breaking down why email marketing is so powerful ✅

4 points to consider to avoid email marketing failure ✅

And don’t worry, we’ll keep it beginner-friendly; nothing too technical here.

What Email Marketing Provider Is for You?

Taking a little time to choose the “right” option now saves you a lot of trouble later.

Seriously, take note.

Switching providers in the middle of your email marketing journey means moving all your data across.

And learning a whole new system.

After all this, you may find your favourite features aren’t even in your new tool!

Skim this table to help you make the right choice for your email marketing future.

Provider	Best For	Min. Cost	Key Features	Free Plan
Mailchimp	Small businesses needing an easy to navigate, user-friendly platform.	$31.02/month for 500 contacts	An intuitive interface with a simple drag-and-drop editor and clean dashboard.	✅
Brevo	Agencies and businesses with large subscriber lists that send emails infrequently.	$10.83/month for 5,000 emails	Pricing is based on email volume sent rather than list size, making it a budget-friendly option.	✅
Hubspot	Mid-to-large businesses needing an all-in-one solution that combines email with other key business functions.	$14/month per user for $1,000 contacts	Integrates email marketing with a powerful Customer Relationship Management (CRM), sales, and service platform.	✅
Klaviyo	E-commerce businesses needing deep automation.	USD 20/month (approx. $31.08) for 500 contacts	Integrations with platforms like Shopify, as well as AI for behavioural-based automation and customer segmentation.	✅
Constant Contact	Australian marketers who prioritise exceptional customer support.	$15/month for 500 contacts	Renowned for excellent customer support and includes specific features for managing events and surveys.	❌

The Human Cost

Can you learn email marketing yourself?

Sure.

But don’t expect it to happen quickly.

If you’d like to fast-track your business’s email marketing ability, listen up.

Here are the various types of assistance available in the Australian market.

1) In-house Email Marketer

A long-term option that requires careful thought due to the nuances of onboarding and managing a new team member.

Cost: About $56,000 – $124,230/annually, depending on experience.

2) Freelancer

If you know exactly what you want to achieve, this is a good, cheap option.

Cost: Variable.
(The cost is project-based, which makes it difficult to provide an average price range).

3) Professional Agency

When you want to outsource both planning and doing the work, consider this choice.

Usually, agencies are simpler to collaborate with than freelancers because they manage themselves (no prompting to get tasks done).

Cost: Agencies typically charge a monthly retainer ranging from $2,000 to $15,000/month.

The ROI of Email Marketing

Email marketing has one of the highest returns on investment (ROI) in the marketing world.

**$42 return for every $1 spent**

Here’s what makes email marketing the “golden gun” of advertising:

1. Direct Communication:
   Email marketing gives you a direct line to people who have chosen to get your messages, which leads to a higher chance of engagement and conversion.
   
   
2. Data-Driven Insights:
   By tracking real-time metrics such as open, click, and conversion rates, you can easily build more effective campaigns.
   
   
3. Costs Less:
   Compared to traditional methods like print or television, email marketing is significantly cheaper, allowing you to reallocate funds to other growth areas.
   
   
4. Retention and Loyalty:
   Email marketing assists in customer retention by engaging existing customers through newsletters, updates, and loyalty programs, which results in repeat purchases.

Crucial Considerations (4 Points)

When considering whether email marketing is a good tool for your business, it’s essential to look beyond just the costs.

1. Assess Your Audience

Understanding who your audience is and how they prefer to communicate is key.

2. Evaluate Your Resources

Do you have the time and the necessary skills?

Consider whether you have the internal expertise to manage email marketing.

If not, are you willing to invest in training or hiring an expert to assist you?

3. Analyse Your Current Channels

Evaluate the effectiveness of your current marketing program.

And whether email marketing is a good substitute or complement.

For example, if you’re seeing success with social media or content marketing, email can complement those efforts.

4. Think About Automation Needs

Suppose your goal is to send timely messages based on specific customer actions or milestones.

In that case, automation features offered by email marketing platforms can save you time and increase efficiency.