Choosing the right email marketing platform isn’t just about features; it’s about understanding how pricing models can impact your budget as you scale. Most email marketing tools use one of two billing structures: contacts-based or send-based pricing.
In this guide, we’ll break down both models, show you real pricing examples, and help you determine which approach saves you the most money based on your sending habits.
What Are Email Marketing Pricing Models?
Email marketing platforms charge you in one of two ways:
- Contacts-Based Pricing – You pay based on the number of contacts stored in your account, regardless of how often you email them.
- Send-Based Pricing – You pay based on the number of emails you send, not how many contacts you have.
Understanding the difference is critical because the wrong choice can cost you hundreds of dollars per month, especially as your list grows.
Model 1: Contacts-Based Pricing
How It Works
Contacts-based platforms charge you a monthly fee based on the size of your email list. Whether you send one campaign per month or daily emails, your cost stays the same as long as your contact count doesn’t change.
Popular Platforms Using This Model
- Mailchimp
- Constant Contact
- Campaign Monitor
- MailerLite
- Kit (ConvertKit)
- AWeber
- GetResponse
Example: Mailchimp Pricing
- Free plan: 500 contacts, 1,000 emails/month
- Paid plans start at ~$13/month for 500–1,500 contacts
- Includes templates, automations, analytics, and reporting
As your list grows, so does your monthly bill—even if you’re not emailing your contacts regularly.
| Provider | 5,000 Contacts/month | Plan Name |
|---|---|---|
| MailerLite | $39 | Growing Business |
| Kit (ConvertKit) | $79 | Creator Pro |
| AWeber | $90 | Plus |
| GetResponse | $95 | Starter |
| Campaign Monitor | $99 | Essentials |
| Mailchimp | $100 | Standard |
| Constant Contact | $110 | Standard |
Model 2: Send-Based Pricing
How It Works
Send-based platforms charge you based on the number of emails you send, not how many contacts you store. This model is ideal for businesses with large lists but infrequent sending schedules.
Popular Platforms Using This Model
- Brevo (formerly Sendinblue)
- Mailjet
- SendGrid
- Amazon SES
- Mailgun
Example: Brevo Pricing
- Free plan: 300 emails/day (~9,000/month)
- Paid plans start at $9 for 5,000 emails/month
- Pricing scales with email volume—not contacts
This means you can have 50,000 contacts in your account and pay nothing until you actually send emails to them.
| Provider | Price per 1,000 Emails | Notes |
|---|---|---|
| Amazon SES | $0.10 | Pay-as-you-go; lowest tier pricing |
| Mailgun | $1.10 – $1.80 | Scale plan: $1.10/1K; Basic plan: $1.80/1K |
| Brevo | $1.2 – $1.80 | Starter ≈ $1.80/1K; Business ≈ $1.30/1K |
| Mailjet | $1.35 – $2.24 | Pricing varies by plan and overage tier |
| SendGrid | $2.50 | Essentials plan: $19.95/mo. (50k emails) |
Final Recommendations
Before you commit to any platform:
- Calculate your true costs – Don’t just look at the advertised price per month
- Factor in list growth – Will your costs double in 6 months?
- Consider your sending frequency – Be honest about how often you’ll actually email
- Test deliverability – Even the cheapest platform is worthless if emails land in spam
Bottom line: Contacts-based pricing works if you’re sending frequently. Send-based or hybrid pricing works for everyone else and often saves 50-70% compared to traditional platforms.
Get Started with Smarter Email Pricing
Nova Express simplifies email marketing with unlimited contacts and email sends starting at just $20/month. Unlike traditional platforms, you’re never penalized for growing your list.
Ready to cut your email costs in half?
👉 Learn more at novaexpress.ai
Still building your email strategy? Start with our guide on how to launch your first email campaign or learn why you should never buy an email list.
Nova Express exceeded my expectations. The platform is intuitive, fast, and incredibly effective. Huge thanks to the team for making high-quality content creation so easy.