With the extraordinary events that have unfolded this year, it’s been a perfect time to stop, take a look around the market, and plan (as best as possible) for the uncertainty ahead. For us, our year of reassessment has included an ambitious research project, which started in May and stretched through to October. The objective was to learn the current email pricing strategies of telcos, ISPs, and hosting providers, on a global scale.
Results from email providers worldwide
In what we believe to be the largest email pricing study ever undertaken in our industry, we found, collated and reviewed the data for 367 telco/ISP/Hosting email providers, across North America, Latin America, Europe, Africa, Asia, and Australia/New Zealand. As expected, some regions produced more data than others, but there was still enough data to confirm our anecdotal research; most telcos don’t charge true value for email.
We talked about this back in July (after our first wave of research) in our post, Email Pricing: 3 Tips Telcos Can Learn from Hosting Providers. The three main takeaways in that post were:
- Consumers will pay for email;
- Consumers will pay a premium for email; and
- Consumers will pay for upsells.
Now that we’ve completed our 2020 research project, these findings and takeaways still hold true. Particularly in Latin America, North America and Europe, where, of the providers who give email away for free (typically as part of an internet/phone product bundle), 100 percent in Latin America were telcos, 77 percent in North America were telcos, and 69 percent in Europe were telcos.
In contrast, hosting providers seem to understand that consumers will pay a separate fee for email; all you have to do is ask. Hosting providers accounted for 100 percent of the providers that charged a separate fee for email in Latin America. In Europe, the figure was 75 percent; Asia, 68 percent; North America, 58 percent; Africa, 50 percent; and Australia/New Zealand, 47 percent.
Email pricing per region
Whilst email pricing varied widely both within and across regions, we’ve put together the following summary tables to share the results for each region, and help guide your own local email pricing strategies. (These prices exclude upsells and local taxes.)
Note: If you are a telco, ISP or hosting provider that currently runs an email platform for your customers, and you would like to learn the exact pricing that we found for the local providers in your specific region, we invite you to book a complimentary consultation with us here.
Email prices in the COVID-19 era
Interestingly, in reviewing the websites of (more than) 367 providers, we rarely found a telco, ISP or hosting provider that was proactively discounting the price of their stand-alone email subscription due to COVID-19.
Perhaps this is because, as FastCompany articulates, “we’ve all been thrown into a tailspin, thanks to a global pandemic. We’ve become ever more reliant on technology to keep our organizations and our work moving forward. As much as people have tried to get away from email, they’ve realized it’s still the most efficient way to communicate.”
Email platforms: from loss to profit
If you’d like to see more results from our global research study, as well as learn how to convert your telco/ISP/hosting provider email platform from loss to profit, we invite you to click here (or on the blue banner below) to access our free how-to guide.
Again, if you are a telco, ISP or hosting provider that currently runs an email platform for your customers, and you would like to learn the exact pricing that we found for the local providers in your specific region, we invite you to book a complimentary consultation with us here.
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atmail is an email solutions company with 22 years of global, white label, email expertise. You can trust us to deliver an email platform that is secure, stable and scalable. We power more than 170 million mailboxes worldwide and offer modern, white-labelled, cloud hosted email with your choice of US or (GDPR compliant) EU data centres. We also offer on-premises webmail and/or mail server options. To find out more, we invite you to enquire here.