The hardest part of building any product is deciding how much you should ask people to pay.
There’s no right answer for everyone, but there are three key considerations: your topic or niche, the type of people you will be emailing and how often you’ll be sending updates.
The average paid email newsletter costs somewhere between $5–10 per month, with a lower-priced tier available for extended subscriptions, such as an annual plan.
Outside of this range, we’ve also seen much lower pricing, between $2–3, and subscriptions that go all the way up to $15 per month, but these types of offers usually include additional benefits such as community access or resources alongside the newsletter.
Lower-priced subscriptions tend to generate more signups, but as Intercom points out in its guide to pricing this can mean a lot more of your time is spent on helping subscribers or replying to messages due to sheer volume.
There’s a happy medium where you can charge enough to make a living, but be accessible enough for a large enough audience size to sign up without spending money on marketing. To date, we’ve seen that this is commonly found somewhere in that golden $5–10 range.
Offering an optional annual subscription is a common practice that’s much better for your bottom line too. Because annual revenue locks in subscribers for longer, it helps reduce the number of people canceling month-to-month by locking them in for a year at once.
We highly recommend this approach, however, adding an annual plan is a significant commitment on day one — you don’t even know if your idea will work yet! This type of pricing can easily be added later or adjusted if you decide it’s not a good fit.
The most important consideration at this stage is just pricing somewhere that makes you comfortable and seems fair, then just starting — and sticking with it for a few months. If your subscription doesn’t gel well with your audience, you can always change the price later.
As we’ve already mentioned, there’s no hard and fast answer here. We think you should choose the model that makes you comfortable and try it!