Email is billed per send, and it is one of the most cost-effective ways to reach your audience. Knowing exactly what counts as a send helps you plan campaigns and keep your wallet balanced.
How Email Pricing Works
Each email that leaves the platform and is attempted for delivery counts as a send. That means the charge happens at the moment of dispatch, regardless of what happens next on the recipient side.
Per Send
You are billed for each email attempted for delivery, not each one opened.
Bounces Still Count
An email that bounces was still attempted, so it counts as a send.
Opens Do Not Add Cost
Opens and clicks are tracked for free and do not increase your send count.
What Counts as a Send
A send is triggered any time the platform attempts to deliver an email on your behalf. This includes broadcasts, workflow emails, and automated follow-ups. Here is how to think about it:
- Broadcasts are billed per recipient included in the send.
- Workflow emails are billed each time the workflow fires an email to a contact.
- Bounced emails still count as a send because the delivery was attempted.
- Opens and clicks are analytics only and never add to your send total.
Cleaning your list regularly is the single biggest lever for email cost. Removing invalid and bounced addresses means you stop paying to attempt delivery to inboxes that will never receive.
Tips to Keep Email Costs Down
Prune bounced and invalid contacts before every large broadcast.
Use smart lists to target only engaged contacts instead of blasting everyone.
Audit workflows for duplicate or overlapping email steps.
Suppress unsubscribes automatically so you never pay to email them again.