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Cost Per Mille (CPM) in Email Marketing: A Practical Guide
Cost Per Mille (CPM), or cost per thousand, prices email sends by volume. Providers charge a fixed rate for every 1,000 emails delivered, regardless of list size.
This model suits high-volume senders with fluctuating campaigns. It avoids subscriber-based fees, lowering costs for irregular usage.
In B2B SaaS, CPM shines for agencies or e-commerce scaling bursts without overpaying on idle months.
Key Comparison Criteria for CPM Pricing
Evaluate ESPs using these factors:
- Base CPM Rate: Starts at $0.50–$2 per 1,000 emails; volume discounts apply.
- Deliverability Add-ons: Extra fees for dedicated IPs or suppression lists.
- Volume Tiers: Discounts kick in at 500K+ sends monthly.
- Setup Costs: One-time fees for IP warming or account setup.
- Scalability Limits: Caps on daily sends or overage penalties.
- Integration Ease: API support for automation tools like Zapier.
Compare against subscriber or flat-rate models: CPM wins for sporadic sends but spikes with constant high volume.
| Platform | Starting CPM | Min. Volume | Discounts at | Overage Fee | Best For |
|---|---|---|---|---|---|
| Brevo | $0.60 | 20K/month | 300K+ | 20% premium | E-commerce bursts |
| Moosend | $0.75 | None | 100K+ | None | Agencies |
| GetResponse | $0.90 | 50K/month | 500K+ | 15% premium | High-volume B2B |
| SendGrid | $0.50 | None | 1M+ | Tiered | Developers |
| Mailgun | $0.80 | None | 300K+ | Flat | Transactional |
Top Recommendations
- Brevo: Lowest entry CPM with strong automation. Ideal for scaling teams.
- Moosend: No minimums, unlimited sends in plans. Suits startups testing volume.
- GetResponse: Bundles webinars; CPM drops sharply for enterprises.
- Avoid for Low Volume: Skip if under 10K sends/month—subscriber models cheaper.
Test with free trials: Monitor actual costs via usage dashboards.
Final Verdict
CPM delivers predictable scaling for B2B email at $0.50–$1 per 1,000. Choose Brevo for most users; pair with verification tools to boost ROI. Switch if sends exceed 1M/month—negotiate custom rates.
FAQ
What does CPM mean in email marketing?
Cost for 1,000 emails sent, excluding design or list fees.
Is CPM cheaper than subscriber pricing?
Yes for irregular campaigns; no for daily newsletters.
How to calculate CPM costs?
(Total spend / emails sent) x 1,000. Track via ESP analytics.
Which ESPs offer the best CPM rates?
Brevo and SendGrid lead under $1 with tiers.
Does CPM include bounces or unsubscribes?
Usually bills delivered emails only; check provider terms.
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Pricing
Need a quick shortlist? Compare top email tools by pricing, fit, and free plan.