Email marketing is one of the most effective channels for businesses to reach customers and drive sales. However, the design of those emails plays a crucial role in their success. A well-designed email campaign can boost open and click-through rates, while a poorly designed one is likely to get ignored or sent straight to the trash.
As an email marketing designer, pricing your services can be a challenge. You want to be paid fairly for your skills and effort, but you also need to stay competitive and offer value to clients. Getting the pricing right requires careful consideration of several factors.
Factors to Consider in Pricing Email Design
Project Scope and Complexity
The scope and complexity of the design work is a major factor in determining pricing. A simple email template with basic graphics and layout will take less time and effort than a complex, multi-layout email with custom illustrations and advanced HTML/CSS. The number of unique templates or layouts required can also impact the overall scope.
Turnaround Time
Tight deadlines often mean you’ll need to prioritize a project over others, work overtime, or bring in additional resources to meet the client’s timeline. As such, rush fees are common when a quick turnaround is required for email design work.
Client Budget and Industry
Different industries and company sizes will have varying budgets allocated for design and marketing efforts. A large enterprise will likely be able to pay more for premium design than a small startup or nonprofit organization. Understanding the client’s industry and rough budget can help guide your pricing.
Your Experience and Expertise
As with any professional service, more experienced and talented email designers can command higher rates than entry-level individuals. If you have a standout portfolio, strong technical skills, and a track record of successful email campaigns, your rates should reflect that expertise.
Pricing Models for Email Design
There are a few common pricing models used for email marketing design services:
Per Hour/Day Rate
This is likely the simplest option – you bill the client for each hour or day you spend working on their email design project. Hourly rates for freelance email designers might range from $25-100+/hour, while agencies may bill $100-300+/hour.
The main downside is the potential for scope creep, where projects take longer than estimated. To avoid this, you’ll need to carefully estimate timeframes and set limits on revisions.
Project-Based Fixed Fee
With this model, you provide a flat, fixed fee for the entire email design project based on the scope and requirements. For example, you might quote $800 for a set of three HTML email templates.
This pricing structure makes it easier for clients to understand costs upfront and for you to profit from efficient project management. However, it requires accurately estimating the design time and effort involved.
Recurring Retainer
If a client needs ongoing email design services, such as new templates each month, you can set up a recurring retainer fee rather than one-off project pricing. Retainers are usually paid monthly, and you can optionally offer a discount compared to your standard rates.
Tips for Fair and Profitable Pricing
As you determine how to price your email design services, keep these tips in mind:
- Research typical market rates in your area for similar services to use as a baseline
- Offer pricing tiers for different levels of design scope (e.g. basic, premium packages)
- Clearly define what is included in your pricing and specify fees for extras like revisions beyond a set limit, rush delivery, etc.
- Value your skills and experience appropriately – don’t undercut just to win business
- Be upfront and transparent about your pricing structure and terms
- Review and adjust your pricing regularly as your skills, demand, and expenses change over time
Check out the following resources to go over various pricing examples that will help you develop your own pricing structure
