You’ve put in the work. Designed a course, built a template, recorded a masterclass, or maybe even launched a toolkit that could help people. Now comes the tricky part—what should you charge for it?
Pricing a digital product can feel like guessing in the dark. Charge too little, and you risk undervaluing your work. Go too high, and you scare away potential buyers. And when you’re a creator or personal brand just starting out, that pressure to “get it right” can be overwhelming.
But here’s the truth: there’s no one-size-fits-all number. The “perfect price” isn’t something you stumble upon—it’s something you build with strategy, confidence, and feedback.
At MailDrip.io, we work with hundreds of creators launching digital products through email marketing. One thing we’ve learned? A well-priced product, combined with the right messaging and automation, sells more and sells smarter.
Let’s walk you through how to approach pricing with clarity and confidence—without needing a spreadsheet that looks like a NASA launch schedule.
How Do I Price My Digital Product?
Step 1: Know What You’re Selling
You’re not just selling a digital file or a download. You’re offering a transformation.
Whether it’s helping someone learn a skill, save time, feel more organized, or take action, the value of your product lies in the result it brings—not just the content inside. Start your pricing process by clearly defining:
- What problem does your product solve?
- How much time, stress, or money does it save?
- Is this something your audience is already trying (and struggling) to do on their own?
Pro tip: Read customer feedback, comments, or DMs. Listen for phrases like “I’ve been stuck on this for weeks!” or “This is exactly what I needed.” Those are gold when assessing the value of your product.
Step 2: Understand Your Audience’s Budget (and Mindset)
Different audiences have different spending habits. A small business owner might happily pay $97 for a social media calendar if it saves them hours. A student, on the other hand, might hesitate at $20 if they see it as “extra.”
Ask yourself:
- How much disposable income does your audience typically have?
- Are they used to buying digital products?
- What other tools or resources are they already paying for?
If you’re unsure, take a look at similar creators or businesses in your niche. See what they’re charging and how their audience is responding.
Step 3: Anchor the Price With Real-World Comparisons
Here’s a classic pricing trick: anchor your price by showing the alternative cost.
For example:
- “Hiring a designer could cost you $500. This Canva template is just $39.”
- “This course saves you the $200 you’d spend fumbling through trial and error.”
Anchoring puts your price in perspective—and helps customers justify the purchase logically.
Step 4: Decide on a Pricing Model
There are a few simple models to consider when pricing digital products:
1. Flat Price
Great for ebooks, templates, or toolkits. Simple and predictable.
Example: $27 for a Notion planner.
2. Tiered Pricing
Offer multiple levels with bonuses at higher tiers.
Example:
- Basic: $19 (Ebook only)
- Pro: $49 (Ebook + video tutorials + bonus resources)
3. Pay What You Want
Ideal for donations, first-time launches, or building goodwill. You can set a minimum price to ensure it stays profitable.
Tip: Creators often find that many buyers choose to pay more when given the option.
4. Subscription or Membership
Works well for ongoing content, templates, or exclusive groups.
Example: $10/month for access to your monthly content drops and private community.
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Step 5: Factor In Costs (Even If You’re a One-Person Show)
Just because you’re not shipping a physical product doesn’t mean you don’t have expenses.
Think about:
- Platform fees (e.g., Gumroad, Podia, or Stripe)
- Email marketing tools (hint: MailDrip.io offers Pay-As-You-Go pricing to keep costs flexible)
- Time spent creating and updating content
Make sure your price leaves room for profit—even after fees and effort.
Step 6: Test, Tweak, Repeat
Pricing isn’t a one-and-done decision. It’s totally okay to start with one price and adjust based on performance and feedback.
Run a launch at $29, gather feedback, and test $39 a month later. See which version performs better. Or try offering limited-time pricing to encourage early buyers and boost your email list.
If you’re using MailDrip.io, you can easily segment your list and test different price points across small batches. That way, you don’t have to guess—you can let the data guide your decisions.
Step 7: Don’t Be Afraid to Charge What You’re Worth
This one’s more mindset than strategy—but it’s just as important.
You’re not selling fluff. You’ve built something useful, thoughtful, and valuable. That matters.
Pricing with confidence encourages your audience to see it as valuable too. When you believe in your product, your messaging becomes stronger, your conversions improve, and your buyers feel more satisfied.
How MailDrip.io Helps You Sell Smarter (and With Less Stress)
At MailDrip.io, we know pricing is just one piece of the puzzle. You also need:
- The right words to pitch your product
- An email sequence that builds trust
- A flexible way to reach your audience without overpaying
That’s where we come in.
Our email automation platform is built for creators and personal brands who want to sell without sounding salesy. With free templates, drip sequences, and Pay-As-You-Go options, you can promote your product on your terms—whether that’s once a month or every week.
Got a launch coming up? Schedule your emails in advance, segment your audience, and monitor open rates without getting lost in dashboards. We make email marketing easy—so you can focus on building and selling.
Try MailDrip.io today—no monthly contracts, just simple tools that grow with you.
FAQs
Should I offer discounts or coupons?
Yes—but use them wisely. Discounts can encourage quick action, but overuse may cheapen your product. Try early bird offers, seasonal sales, or bonuses instead of slashing prices.
What if people say my product is “too expensive”?
Some will. That’s normal. Focus on the customers who do see the value. If no one’s buying at all, revisit your messaging, not just your price.
Is it okay to start low and raise the price later?
Absolutely. Telling your audience the price will go up after launch can boost early sales. Just be transparent and fair about it.
How do I increase the value without creating more content?
Bundle related products. Add bonus checklists or templates. Offer group coaching or Q&A sessions. Often, perceived value is more about presentation than volume.
Final Thoughts
You don’t need to be a pricing expert to sell your digital product—you just need a clear strategy, a good understanding of your audience, and the willingness to test and adjust.
Start with value, listen to your customers, and remember: pricing isn’t about guessing what people might pay. It’s about showing them why your product is worth it.
So—what’s stopping you from setting your price today?
Let us help you take the next step with smarter email marketing and confident pricing.
