Lead Generation

How much does email marketing software cost?

Email marketing is still one of the best ways to reach potential buyers, build relationships with existing customers, and boost sales.

According to Litmus, email marketing has an average ROI of 42X. Not bad, right?

Obviously, email marketing can make you a lot of money. The question we want to answer today is, how much will it cost you? Keep reading to find out.

What does email marketing software cost?

The cost of email marketing software can be tricky to pin down. Most leading email marketing platforms offer pricing tiers based on how many contacts your organization has. However, those prices can go up based on the additional features that you’ll need access to.

For example, a package that only includes basic emailing functionality will cost less than one that features advanced segmentation, custom templates, and multivariate testing options. (Unlike CRM pricing, email marketing software typically isn't charged on a per-seat or per-user basis.)

Below, we've listed 12 of the most popular email marketing software platforms, as well as the price ranges for each available package. To determine the exact price you'll pay, we encourage you to visit each provider's website. Let's dive in!

What does Nutshell Marketing cost?

Starting price: Free for up to 150 delivered emails per month (Nutshell Sales subscription required)

Pricing structure: The cost of Nutshell Marketing depends on the number of subscribers on your list.

Nutshell Marketing logo

Nutshell Email Marketing software costs

  • $25/month for 1,000 contacts
  • $70/month for 5,000 contacts
  • $100/month for 10,000 contacts
  • $320/month for 30,000 contacts
  • $800/month for 60,000 contacts

Note: Monthly email sends are limited to eight times the size of your audience. For example, if you’re paying for up to 10,000 contacts, you can deliver up to 80,000 emails per month. Nutshell Marketing is billed monthly and no contract is required.

Included features

  • Full email marketing software suite
  • Visual marketing design tool
  • Quick-start email templates
  • Automated drip sequences
  • Live engagement metrics and audience intelligence
  • Full integration with sales data
  • Simple audience creation and contact filtering
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What does ActiveCampaign cost?

Starting price: $15 a month for the Lite plan, which includes up to 500 subscribers.

Pricing structure: The cost of ActiveCampaign depends on the amount of features you need access to and the number of subscribers on your list.

ActiveCampaign logo

LitePlusProfessionalEnterprise500 Subscribers$15 / month$70 / month$159  / month$279 / month5,000 Subscribers$99 / month$169 / month$239 / month$449 / month10,000 Subscribers$155 / month$249 / month$349 / month$499 / month25,000 Subscribers$259 / month$399 / month$599 / monthN/A100,000 Subscribers$345 / monthN/AN/AN/A


Features Included With the Lite Plan:

  • Marketing Automation
  • Email Marketing
  • Unlimited Email Sending
  • Send Newsletters
  • Subscription Forms
  • Segmentation
  • Site and Event Tracking
  • Campaign and Automation Reporting

ActiveCampaign's Lite plan is powerful, but upgraded plans will allow you to access advanced marketing and automation tools.

For example, a landing page builder and SMS marketing are included in the Plus plan, while predictive content and sending, as well as other personalization tools are available in the Professional and Enterprise Plans.

What does AWeber cost?

Starting price: Free for up to 500 subscribers and 3,000 email sends per month.

Pricing structure: The cost of AWeber depends on the amount of features you need access to and the number of subscribers on your list.

AWeber logo

FreePro500 Subscribers$0 / month$19 / month2,500 SubscribersN/A$29 / month10,000 SubscribersN/A$69 / month25,000 SubscribersN/A$149 / month


Features Included With the AWeber Free Plan:

  • Drag and Drop Email Builder
  • Email Automation
  • 100s of Email Templates
  • Landing Pages
  • Wordpress Plugin
  • Segmentation
  • Basic Reporting

As you can see, AWeber's Free plan offers everything you need to get started with email marketing. But to really ensure a healthy ROI, you'll want to upgrade to Pro. When you do, you'll get access to more advanced automations, email testing tools, and reporting dashboards. You also won't have to deal with the AWeber watermark, which is a major benefit for most companies.

What does Campaign Monitor cost?

Starting price: $9 a month for the Basic Plan, which includes up to 500 subscribers and 2,500 email sends per month.

Pricing structure: The cost of Campaign Monitor depends on the amount of features you need access to and the number of subscribers on your list.

Campaign Monitor logo

BasicUnlimitedPremier500 Subscribers$9 / month$29 / month$149 / month1,000 Subscribers$29 / month$59 / month$149 / month10,000 Subscribers$89 / month$149 / month$249 / month25,000 Subscribers$199 / month$399 / month$499 / month50,000 Subscribers$299 / month$699 / month$989 / month


Features Included With the Campaign Monitor Basic Plan:

  • Drag and Drop Email Builder
  • Professionally-Designed Templates
  • Insights Analytics Suite
  • Marketing Automation
  • Customer Support Via Email

The biggest drawback of the Basic Plan is that it puts limits on how many emails you're allowed to send per month. Once you upgrade to the Unlimited Plan, you no longer have these restrictions. You'll also get access to more advanced automation and segmentation features in the Unlimited and Premier Plans.

What does Constant Contact cost?

Starting price: $20 a month for the Email Plan, which includes up to 500 subscribers.

Pricing structure: The cost of Constant Contact depends on the amount of features you need access to and the number of subscribers on your list.

Constant Contact logo

EmailEmail PlusPro500 Subscribers$20 / month$45 / monthN/A2,500 Subscribers$45 / month$70 / monthN/A10,000 Subscribers$95 / month$125 / monthN/A25,000 SubscribersN/A$225 / monthN/A50,000 SubscribersN/A$335 / month$195 / month


Features Included With the Constant Contact Email Plan:

  • Email Marketing (Unlimited Sends)
  • Customizable Templates
  • Tracking and Reporting
  • Subject Line A/B Testing
  • Contact Management
  • List Segmentation
  • Website Builder
  • Landing Pages
  • Facebook, Instagram, and Google Ads

For basic email marketing needs, Constant Contact's Email Plan is more than adequate. But if you want access to advanced features like custom pop-up forms, surveys and polls, dynamic content, coupons, and the ability to add products directly from your Shopify or WooCommerce store, you'll need to upgrade to the Email Plus Plan.

What does ConvertKit cost?

Starting price: Free for up to 1,000 subscribers.

Pricing structure: The cost of ConvertKit depends on the amount of features you need access to and the number of subscribers on your list.

ConvertKit logo

FreeCreatorCreator Pro1,000 Subscribers$0 / month$29 / month$59 / month3,000 SubscribersN/A$49 / month$79 / month10,000 SubscribersN/A$119 / month$167 / month25,000 SubscribersN/A$199 / month$279 / month55,000 SubscribersN/A$379 / month$519 / month105,000 SubscribersN/A$679 / month$879 / month


Features Included With the ConvertKit Creator Plan:

  • Unlimited landing pages & forms
  • Send email broadcasts
  • Sell digital products & subscriptions
  • Email support
  • Free migration from another tool
  • Automated funnels & sequences

ConvertKit offers a free plan, but it's not powerful enough for most small business use cases. To really take advantage of this tool, plan to subscribe to the Creator or Creator Plus Plan. Speaking of Creator Plus, this plan offers features like a newsletter referral program, subscriber scoring tools, and an advanced reporting dashboard.

Related: ConvertKit vs. Mailchimp — Read This Before You Choose 2021 (awesomex)

What does HubSpot cost?

Starting price: Free for up to 2,000 email sends per calendar month.

Pricing structure: The cost of HubSpot depends on the amount of features you need access to and the number of subscribers on your list.

HubSpot logo

StarterProfessionalEnterprise1,000 Subscribers$50 / monthN/AN/A2,000 Subscribers$100 / month$890 / monthN/A10,000 Subscribers$440 / month$1,390 / month$3,200 / month25,000 Subscribers$1,040 / month$2,115 / month$3,400 / month50,000 Subscribers$2,040 / month$3,190 / month$3,600 / month


Note: Monthly email sends are limited to 5x the size of your subscriber tier for the Starter Plan, 10x the size of your subscriber tier for the Professional Plan, and 20x the size of your subscriber tier for the Enterprise Plan. (For example, if you’re paying for up to 10,000 contacts on the Starter Plan, you can deliver up to 50,000 emails per month.)

Features Included With the HubSpot Starter Plan:

  • Landing pages
  • Ad management
  • Live chat
  • Conversational bots
  • Forms
  • Contact website activity
  • List segmentation
  • Email health insights
  • Email marketing
  • Ad retargeting
  • Form follow-up emails

Related: Why is HubSpot so expensive?

What does Insightly cost?

Starting price: $299 a month for the Plus plan, which includes up to 10,000 contacts.

Pricing structure: All plans include up to 10,000 contacts. If you require more, their sales team needs to be notified.

Insightly logo
  • Plus Plan: $299
  • Professional Plan: $599
  • Enterprise Plan: $1,299

Features Included With the Insightly Plus Plan:

  • Email Marketing
  • Mobile-Optimized Content Creation
  • Dynamix list Segmentation
  • External Form Tracking
  • Lead Scoring and Tracking

Like most of the services on this list, higher Insightly packages allow users to access more features. Specifically, the Professional and Enterprise Plans include more landing pages, greater automation capabilities, and more in-depth business data.

What does MailChimp cost?

Starting price: Free for up to 2,000 subscribers, 10,000 monthly sends, and one audience.

Pricing structure: The cost of MailChimp depends on the amount of features you need access to and the number of subscribers on your list.

MailChimp logo

FreeEssentialsStandardPremium500 Subscribers$0 / month$9.99 / month$14.99  / monthN/A5,000 SubscribersN/A$52.99 / month$79.99 / monthN/A10,000 SubscribersN/A$78.99 / month$105 / month$299 / month25,000 SubscribersN/A$200 / month$230 / month$480 / month50,000 SubscribersN/A$270 / month$320 / month$640 / month100,000 SubscribersN/AN/A$540 / month$750 / month


Features Included With the Free Plan:

  • Email Builder
  • Website Builder
  • Marketing CRM
  • Forms and Landing Pages
  • One-Step Automations
  • Social Media Management

MailChimp's Free Plan is popular because it's, well, free. But it's also pretty limited. Once you upgrade to the Essentials Plan, you'll be able to host up to 50,000 contacts and send 500,000 emails every month. You'll also be able to remove the MailChimp watermark. The Standard and Premium Plans extend user capabilities even farther by adding advanced automation, segmentation, and reporting features, as well as the option to host and message larger lists.

What does Sendinblue Cost?

Starting price: Free for up to 300 delivered emails per month.

Pricing structure: The cost of Sendinblue depends on the amount of features you need access to and the number of emails you send per month.

Sendinblue logo

FreeLitePremiumEnterprise300 Emails$0 / monthN/AN/AN/A10,000 EmailsN/A$25 / monthN/AN/A20,000 EmailsN/A$39 / month$65 / monthContact Sales100,000 EmailsN/A$99 / month$124 / monthContact Sales1,000,000 EmailsN/AN/A$599 / monthContact Sales


Features Included With the Free Plan:

  • Unlimited contacts and details
  • Mobile-friendly email designer
  • Email template library
  • SMS marketing
  • Advanced segmentation
  • Customizable signup forms
  • Transactional email and SMS sending

Planning to send more than 300 emails a month? Then you'll need to upgrade to a higher Sendinblue package. When you do, you'll get access to A/B testing, send-time optimization, a landing page builder, the ability to create and monitor Facebook ads, and more.

What does Zoho Campaigns cost?

Starting price: $3 a month for the Email-Based Plan, which allows users to send up to 500 emails per month. Users can choose the Subscriber-Based plan instead, which starts at $5 a month and includes up to 500 subscribers.

Pricing structure: The cost of Zoho Campaigns depends on whether you choose the Email-Based Plan or the Subscriber-Based plan and how many emails/subscribers you need access to every month.

Zoho campaigns logo

Email-BasedSubscriber-Based500 Emails/Subscribers$3 / month$5 / month5,000 Emails/Subscribers$14 / month$45 / month10,000 Emails/Subscribers$24 / month$70 / month25,000 Emails/Subscribers$35 / month$125 / month50,000 Emails/Subscribers$50 / month$200 / month


Features Included With the Email-Based Plan:

  • Signup Forms and Lists
  • Drag-and-Drop Editor
  • A/B Testing
  • Pre-designed Templates
  • Advanced Segmentation
  • Personalization
  • Consent Management

What does Keap cost?

Starting price: $79 a month for the Lite Plan, which includes up to 500 subscribers and one user.

Pricing structure: The cost of Keap depends on the amount of features you need access to and the number of subscribers on your list.

Keap logo

LiteProMax500 Subscribers$79 / month$149 / month$199  / month5,500 Subscribers$209 / month$279 / month$329 / month10,500 Subscribers$279 / month$349 / month$399 / month25,000 Subscribers$379 / month$449 / month$499 / month50,000 Subscribers$429 / month$499 / month$549 / month


Features Included With the Lite Plan:

  • Client management (CRM)
  • Business phone line and text messaging
  • Appointments
  • Quotes, invoices, and payments
  • Easy Automations

The Lite Plan is designed for solopreneurs and brand new businesses. If your company has grown beyond these parameters, you should consider the Pro or Max Plans, which include landing pages, sales pipelines, A/B email testing, and more. The Max plan also features lead scoring and subscription management capabilities.

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