How Much Does a Monthly Email Marketing Retainer Cost?

Email marketing retainer contracts are fairly common in the industry, and they can be a great way for a business to keep in touch with its customers without having to break the bank. The problem is that not all email marketing retainer contracts are created equal, so it’s important to understand what you’re getting into before signing on the dotted line.

The Downsides Of An Email Marketing Retainer Contract

There are some distinct disadvantages that come with signing on the dotted line with an email marketing retainer contract. First, you’re agreeing to a set number of emails per month; if you fall short of that amount, you have to pay for the deficiency. Second, if you want to update your customers with the latest news, discounts, or special offers, you’ll have to pay for the marketing content yourself. And finally, your customers may get bored with your routine emails, and they might even mark you down in their minds as being the kind of business they don’t need to engage with.

On the plus side, email marketing retainer contracts can be great for business because you’re not investing in expensive ads, you don’t have to worry about creating compelling content for your customers that’ll keep them coming back for more, and you get to build up a rapport with your audience without having to break the bank.

What Is An Email Marketing Retainer Contract?

An email marketing retainer contract is when a business pays a company to manage and send out its periodic emails on its behalf. The frequency of the emails is determined by the contract, and some businesses might want to send out more emails than others, depending on the industry and the product. So the retainer company will take care of sending the emails at regular intervals throughout the year, building up a database of email subscribers who are then marketed to whenever the business wants to send out an email.

These emails are generally transactional in nature and contain little or no content that’d interest the reader. Companies that offer retainer services will typically handle the marketing, the writing, and the design of the emails for you, so you don’t have to worry about building up a creative team or paying for content.

For example, let’s say a hotel wants to alert their customers that they’re running an amazing promotion for travelers who stay at the hotel for a certain number of days. They could sign up with a retainer service and get the following in their inbox every month:

  • A welcome email with a short promotional piece about the hotel and their amazing deals
  • An email about a new location that the hotel has in another city
  • An email about a restaurant that the hotel’s partners have opened in the area
  • An email about a new spa that’s opened at the hotel

The Costs Of An Email Marketing Retainer

Depending on the size of your audience and how frequently you want to send out these emails, the price you have to pay for a retainer service can vary significantly. Smaller audiences might only cost you a few hundred dollars per month, while larger ones could cost you thousands. So if you’re trying to find a compromise between price and audience size, consider looking at companies that offer a free trial or a reduced rate for smaller audiences.

One of the biggest variables that could affect the cost of an email marketing retainer is how many days you want the emails to be delivered to your inbox. Some companies might only guarantee delivery once or twice a month, while others might guarantee you’ll get them every day. The more frequently you want the emails delivered, the more you’ll have to pay for them.

Another important consideration when it comes to the costs of an email marketing retainer contract is how long you want to keep the subscription. Most companies will either charge you a fee each month regardless of whether you keep your subscription or cancel it at any time, or they’ll gracefully ask you to cancel when the subscription expires. Some businesses might have a minimum term when it comes to subscription agreements, so make sure you’re aware of what that is before you commit to a retainer.

How Do I Choose The Right Retainer Company?

Now that you know the ins and outs of email marketing retainer contracts, you’re in a better position to choose a reputable company that you can use to grow your business. To help you out, we’ve compiled a list of some of the things you should look for in a retainer. These are some of the most important factors to consider when selecting a company to do business with, so keep that in mind as you read through this article.

Delivery Of The Emails

One of the most important things to consider when choosing an email retainer company is how you want the emails delivered to you. You might want them to come directly to your inbox the moment they’re sent out or you might want to have them queue up and then checked by your email provider. The key is to figure out what works best for you so that you can have the most effective delivery mechanism as possible.

Also, make sure that the company you choose offers a variety of plans so that you can find the one that works best for you. The more you know about the companies you’re dealing with, the better. With so much competition, it’s important to pick a company that you can trust to do what they say they’ll do and not sell your email list to other businesses.


Another important thing to check for in a retainer is the features that the company offers. Do you want the ability to unsubscribe from the emails at any time or do you want to be bothered with unsubscribing from the emails you don’t want to receive? There are a few features that you might want to look for in this regard.

The first one is a double opt-in. This means that the business you’re dealing with has verified that you’ve given them your email address and that you actually want to receive their emails. So it’s important that they can provide you with a valid, working email address for the account. Sometimes, businesses will have trouble verifying an address, so make sure you’re aware of what the problem is before you choose them.

Another important feature to consider is delivery accuracy. Some companies have a pretty bad habit of dropping the ball when it comes to delivering the emails on time. So it’s important that you’re aware of what their record is like before you make any commitments.


An even more important thing to consider when choosing an email retainer company is the support option. You might want to look for a company that offers 24-hour phone support or live chat support so that you can get the help you need whenever you need it. Especially in today’s world, emergencies can and do happen, and being able to get in touch with someone via another means is far easier than trying to find a way to contact the company via email when they’re not in their office.

Last but not least, make sure that the company you choose offers a money-back guarantee. If you’re not completely satisfied with the services they provide, you can ask for a refund. Most companies give you 30 days to try out the product and after that, you can request a refund with no questions asked. It’s important to take into consideration that if you do request a refund, you’ll have to pay the cost of one more delivery of the product before getting your money back.

Hopefully, you find this article on how much does a monthly email marketing retainer cost useful. In the next section, we’ll discuss some of the top retainer companies that we recommend.

Scroll to Top