Definition
A well-allocated email budget covers platform costs (ESP subscription, add-ons), creative production (design, copywriting, development), list acquisition (lead magnets, paid ads, content marketing), tools (testing, verification, analytics), and team resources (strategy, management, reporting). Typical allocation for established programmes is 30-40% platform and tools, 25-35% creative and production, 20-25% list acquisition, and 10-15% testing and analytics. The optimal split depends on programme maturity — newer programmes spend more on list building while mature programmes spend more on optimisation and automation.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.