What is CPM in Email Marketing?

Melanie Balke
March 15, 2023

When it comes to discussing email marketing, one of the most important acronyms to understand is CPM. Generally, CPM refers to Cost Per Mille or Cost Per Thousand Impressions and is a metric used to measure the effectiveness of an email campaign.

Most marketers struggle to develop effective CPM marketing strategies because they overlook its fundamentals and the factors affecting its performance.

In this blog post, we'll discuss what a good CPM is, how it works, why it's so important in email marketing, and ways to maximize CPM strategies for your business.

Cost per Mille (CPM) Marketing Definition and Its Role in Digital Marketing

Overlapping palm leaves. "The Basics: What Is CPM?"

CPM stands for Cost per Mille, which translates from Latin to "cost per thousand." In digital marketing, this term refers to the cost per thousand of reaching 1,000 users or impressions with an advertisement via email.

The higher the average CPM rate is, the more expensive it is to reach new leads and existing customers with email campaigns.

In digital marketing, the CPM strategy helps marketers understand their target audience and evaluate campaigns. By tracking relevant data, you will know which CPM strategies are working and which are just advertising fraud.

CPM vs. Other Types of Paid Search Engines

"Comparisons: CPM Versus Other Search Engines."

With the numerous payment models available today, deciding which is best for your business can be difficult. The four main models companies pay by are Cost Per Click (CPC) or Pay Per Click (PPC), Cost Per Lead (CPL), Cost Per Action (CPA), and Cost Per Impression (CPI).

Cost per Click Model (CPC) or Pay Per Click (PPC)

The most common form of a paid search engine, CPC or PPC, works by charging you whenever somebody clicks on an ad that you placed in a search engine. This model allows you only to pay when someone visits your web page once, making it easier to budget and track results.

However, this model does not guarantee conversions or sales, meaning this click-through rate model may end up paying for clicks that don't result in additional revenue.

Cost per Lead (CPL)

With CPL, businesses are charged a flat fee for every lead generated from their ads. The client's database quality, lead generation numbers, location, pricing method, and demographics can all affect the license fees.

This pricing model offers more control over ROI since businesses will only pay when they receive a qualified lead rather than simply when a user clicks on their ad. It also eliminates the risk associated with CPC/PPC since there is no cost until the lead has been generated.

Cost per Action (CPA)

The CPA model works similarly to CPL, but instead of a fee being charged just for leads, businesses will only be charged flat fees once a certain action is done. This includes signing up for an email list or purchasing a product.

Generally, this same pricing model can help increase conversions since users must actively do something before being charged. However, CPA and other pricing methods may require more work and tracking on the part of the business to ensure that all necessary actions are completed before charges are incurred.

Cost per Impression (CPI)

The CPI model considers how many people view an ad rather than how many people click on it or take action after viewing it. Advertisers are charged based on how often ad impressions are made per web page, regardless of whether users click.

This type of paid search engine can be beneficial if you want to increase brand awareness. However, it may not be ideal if ROI is your primary goal since there is no guarantee that impressions will result in increased sales or leads.

Understanding CPM and How to Use it for Your Advertising Campaigns

Leveraging CPM (or Cost Per Thousand Impressions) will enable you to reach your ideal market easily. Fully understanding how this works in online advertising and campaigns, such as Facebook ads, email marketing campaigns, YouTube, and Google, is essential for a successful business strategy sustained over time.

Facebook Ad Campaigns

Facebook ads are a great way to reach potential customers. When running a Facebook ad campaign, you can set a budget based on either CPC (Cost Per Click) or the CPM price.

Setting up a CPM-based campaign would be ideal if you want to maximize the number of impressions your ad receives while keeping costs low. By doing this, you can ensure that as many people will see your CPM advertising as possible without spending too much money.

Email Marketing Campaign

When creating an email campaign, knowing how many people are opening and reading your emails is important. This is where measuring the open rate of your emails using CPM comes into play.

Track the last of a thousand email messages or emails and several times each email was opened and calculate its cost per thousand impressions (CPM). This way, you'll understand how effective your email marketing efforts are and which tactics need improvement.

YouTube Videos

YouTube videos are another great way to reach potential customers. You'll want to track the number of impressions your video gets so that you can optimize it for maximum effectiveness at a minimal cost.

This is where measuring its CPM comes in handy! By tracking its CPM, you'll have an accurate understanding of which audiences are responding well to your video content and which ones aren't so that you can adjust accordingly.

Google Ads

Google ads are one of the most popular ways businesses advertise online today. When running an ad campaign on Google, it's important to track their performance to get the most bang for your buck. This is where measuring its cost per thousand (CPM) comes in!

Monitoring its CPM lets you see which keywords and placements work best for your targeted list. This will help you adjust and maximize return on investment with every dollar spent on advertising.

Factors Affecting CPM Rates and CPM Email Campaigns

"Understanding: What Influences CPM?"

CPM meaning the cost per mile, or cost per thousand impressions, is a digital advertising metric used to measure the success of your CPM strategies. But before that, crucial factors affecting advertisers' pay for your CPM also affect your best CPM strategies.

Supply and Demand

The most influential factor affecting CPM rates is your product or service's supply versus demand ratio. Suppose there are more buyers than sellers for this particular product or service. In that case, prices will naturally rise as competition drives prices to secure the limited number of available goods or services sold.

Conversely, suppose there are more sellers than buyers or low demand. In that case, prices may decrease as businesses attempt to attract potential customers by offering lower prices for their goods or services.

Time of the Year

Another factor influencing CPM rates is the time of year an ad campaign is launched. For example, holidays like Christmas are often the best time to boost your online advertising due to consumers' increased spending during this period.

As such, rates tend to increase during these periods as more advertisers flock to capitalize on this sudden spike in online activity. Generally, more potential consumers are likely looking for products or services related to their holiday needs.

Ad Platform

Ad platforms used for your digital marketing campaign can affect CPM rates significantly. Engagement levels determine the costs associated with running ads on platforms.

Generally, running ads on Google Display Ad Network may cost more than running one on Facebook due to the larger user base and higher engagement levels.

Target Audience

Your target market or audience is among the most important factors influencing your CPM rates. Different demographics will have different levels of engagement with certain types of ads, so it's important to know who you are targeting when setting up your email campaign.

Ad Campaign Goals

Your desired goal can also influence your CPM rate. Suppose you want maximum visibility, such as wide reach and exposure. In that case, you should expect higher costs associated with doing so since it requires increased effort from the advertiser. Also, the first advertiser pays more, and users who need advertisers pay for additional advertiser pays and incentives.


The location of your target audience will also have an impact on your CPM rates. If you're targeting people in a specific city or country, it may be worth increasing your budget to reach them more effectively.

On the other hand, if you're targeting people worldwide, it may be worth considering lowering your budget slightly to ensure everyone is being reached equally and effectively.

Ad Space

One element to consider when determining your CPM rates is the ad format you select. An investment into a more visible space like banner ads can have an impressive return as it ensures maximum reach and exposure of those advertisements.

Why Business Pays for CPM Marketing Campaigns

CPM marketing campaigns offer many benefits for businesses regardless of their size. An effective CPM advertising campaign can boost your brand reach and recognition, deliver sales conversions, or create tailored ad campaigns that resonate with your intended audience.

Brand Recognition

The whole point of any marketing campaign is to increase brand recognition and awareness. A successful CPM campaign can do just that by delivering ads directly to potential customers in the right place at the right time. It also increases the chances that your ad will be seen since it's served directly to your target audience.

Lead Generation

When potential customers see your ad or web page, they may be inclined to click through it and learn more about your business or product and service offerings. This helps you generate leads and build an engaged user base who could eventually become long-term customers or advocates for your brand.

Drives Sales Conversion

Once you have generated leads through a successful CPM campaign, you can then use those leads to convert them into paying customers. You can provide compelling offers or discounts, incentivizing potential customers to purchase from you.

Present Relevant Ad Campaigns to Target Audience

A good CPM represents your brand to relevant audiences based on their interests, location, and age group. This way, you get maximum reach, and visibility for each ad spend budgeted in the campaign!

Tips for Running Successful CPM Marketing Campaigns

Managing email CPM advertisements requires tremendous planning and strategy. Here are five essential tips when launching your next email marketing CPM.

Know Your Marketing Budget

Before commencing any marketing endeavor, you must know and understand your budget. Decide the amount you can spend for each ad impression and stick to it meticulously. This will guarantee that you don't overspend on the ads and serve as a gauge to measure your campaign's success.

Set a Realistic Number of Impressions You Want

When setting up your CPM campaigns, set realistic goals for the number of impressions you want to achieve. Depending on the size of your budget, this could range from hundreds of thousands of impressions up to millions. When setting this goal, ensure it is achievable within your budget constraints to maximize ROI (return on investment).

Choose an Ad Platform

The next step is choosing a platform for CPM advertising that best meets your needs. Various platforms are available such as Microsoft Ads and Facebook Ads, so think carefully about which will be best for your campaign before making any commitments.

Calculate CPM

Once you have chosen an ad platform and set a realistic impression goal, it's time to calculate exactly how much each impression should cost using the formula below:

  •  "CPM = (total cost/number of impressions) x 1000"

This formula will give you an exact number to be used as part of your budgeting process when launching the campaign.

Track Your Ad Impressions and Performance

Once you have launched your CPM campaigns, tracking their performance is important to identify any issues or areas where improvement may be needed.

Track everything from total ad impressions received to individual clicks on each ad; this data can be used to tweak future campaigns to maximize their effectiveness and ROI potential.

Optimize Your Digital Marketing Efforts with The Email Marketers Now!

"Optimize: How to Optimize Your CPM."

Are you just starting with digital marketing, or have you been running campaigns for years? If so, understanding the basics of running successful CPM campaigns is essential if you want them to drive traffic back toward your website or business page effectively.

Additionally, suppose you are looking for more ways to have email service providers maximize your email ads. In that case, email service providers offer marketing campaigns and strategies to increase customer engagement and reach more prospects.

For years, The Email Marketers has empowered businesses to achieve success. We've had the pleasure of collaborating with small stores and restaurants alike, who can testify to our track record of prosperity. Unquestionably, because of what we offer, their website traffic has increased drastically alongside conversion rates and overall online presence.