Cold email agency pricing: build a client package from the tool cost per client and the cost per booked meeting

Cold email agency pricing starts from cost per client

Price a cold email agency package from its costs: add what one client costs each month, divide by the meetings booked in a pilot month to get the cost per booked meeting, and set the price above the total with a margin you choose. A new agency owner can follow six steps:

1. Take the client's share of the shared sending plan.
2. Add the tool's per-client lines, such as a client panel and a branded client view.
3. Add the mailboxes, domains and data credits bought for that client.
4. Add the seller's time at an hourly figure you choose.
5. Divide the total by the meetings booked for that client in the pilot month: that is the cost per booked meeting.
6. Set the package price above the total of steps 1 to 4 with a margin you choose.

No meeting rate is assumed: the pilot month supplies the meeting count. The button below opens Woodpecker's home page, where the 14-day trial starts.

The tool line: one tier shared by every client

Woodpecker bills one emails-sent tier for the whole agency plus $27 a month per active client and $5 for White Label, which gives each client package a tool line of those two fixed amounts plus its share of the shared tier; cold email software cost totals the lines for one, three and five clients.

By our arithmetic, an illustration and not a forecast, five clients sending equal volume on the $119 tier carry $23.80 each, or $55.80 with the $27 and $5 lines; on annual billing the tier share is $15.87.

Mailboxes, domains and data credits for one client

Three Google or Microsoft mailboxes and one new domain come to $19 a month on monthly billing (3 x $6 + $1, our arithmetic), or $13 on annual billing. Added to the $55.80 above, that is $74.80 a month before data credits and the seller's time.

A domain's price is an approximation until a name is chosen, and Lead Finder credits start at 500 for $10 a month.

Cost per booked meeting from a pilot month

Cost per booked meeting is the client's monthly cost lines ($74.80 in the example above, plus any data credits) plus the seller's hours times your hourly figure, divided by the meetings booked for that client in the pilot month. Start the pilot on monthly billing: Woodpecker's refund rule covers only an unused account within three days of a payment, and annual and pause plans are non-refundable, so a pilot started on annual billing cannot be undone. Settings, Billing, Subscription shows the estimated price of the next payment, without taxes.

Before the pilot sends, read the FTC's CAN-SPAM Rule (16 CFR Part 316): it defines a valid physical postal address as a street address, a registered P.O. box or a registered private mailbox, and bars requiring more than a reply email or one web page to opt out. How to start a cold email agency lists the steps; counsel can say how the Rule applies.

What moves the package price

• More clients split the shared tier further, so each client's share falls while the tier holds; annual billing lowers the tier but not the client lines.
• At the emails-sent limit, campaigns stop sending to new prospects, and the plan is not upgraded automatically.
• A client that should pay its own seats changes the model: Mailshake bills per user, $49 a month billed monthly on Email Outreach, and recommends that the client creates its own team and is the billed party.

Woodpecker white label software covers the branded view. A Woodpecker trial of 14 days or 500 cold emails, whichever comes first, lets an agency build the pilot campaign before the first client signs.