How To Price A Digital Product

Let’s face it—putting a price on something you’ve poured your heart into can feel… tricky.

You’ve spent hours (or weeks, maybe even months) creating a digital product that delivers value. Maybe it’s an eBook, a course, a design template, or even a subscription service. And now comes the big question: how much should I charge for this?

Whether you’re launching your first product or revisiting pricing on an existing one, finding that sweet spot between “I’m charging what it’s worth” and “this actually sells” is more of an art than a science.

But here’s the good news: with the right strategy and a bit of insight, you can price confidently—without second-guessing yourself.

In this article, we’ll unpack the key principles behind pricing digital products, share common pitfalls, explore popular pricing models, and give you a few practical tools you can start using today.

And because pricing isn’t just about numbers—it’s about how your offer is perceived—we’ll also talk about how platforms like MailDrip.io can support your launch and sales strategy with automation that keeps things moving even when you’re not actively selling.

Why Pricing a Digital Product Feels So Hard

Unlike physical products, digital goods don’t have materials, shipping, or warehousing costs. This makes them incredibly profitable—but also a bit harder to peg with a “standard” price tag.

Let’s break down the challenges:

• It’s intangible. You’re not selling something people can touch. That means value is more subjective.
• There’s no ceiling. Because you can sell digital products at scale, you might be tempted to over- or under-value your offer.
• You’re emotionally invested. Most creators struggle with imposter syndrome when assigning a dollar value to their expertise.

But here’s the thing: just because something is digital doesn’t mean it should be cheap. In fact, your digital product likely represents years of learning, experience, and skill—packaged into something that solves a real problem for someone.

So let’s start treating it that way.

1. Understand Your Customer’s Perception of Value

One of the biggest mistakes new creators make is basing prices on what they’d pay—not what their ideal customer is willing to invest.

Ask yourself:

• Who is this for?
• What problem does it solve?
• How urgent or painful is that problem?
• What does solving it allow them to do?

For example, a $49 mini-course on mastering email copywriting might feel expensive to a college student—but to a freelancer looking to boost conversions and land clients, it’s a steal.

The perceived value is what matters. That’s where your marketing and messaging come in—and that’s also where tools like MailDrip.io shine.

With our drip campaigns, you can educate your audience on the benefits of your offer over time, increasing that perceived value before they ever hit “buy.”

2. Know the Most Common Pricing Models

Here are some popular ways to price digital products:

Flat Pricing

A single, one-time cost. Simple, clear, and easy for customers to understand.

✅ Best for: eBooks, templates, toolkits, or any one-off product.

Tiered Pricing

Different price points for different levels of value (e.g., Basic, Pro, Premium).

✅ Best for: Online courses, memberships, or SaaS tools.

Subscription Pricing

Ongoing payments—monthly or annually—for continued access or updates.

✅ Best for: Membership sites, software, newsletters, or content bundles.

Pay What You Want (PWYW)

Customers choose what they pay, sometimes with a suggested minimum.

✅ Best for: New creators building an audience, or for lead generation.

Freemium + Paid Upgrade

Give away a “lite” version for free, with an option to upgrade to premium.

✅ Best for: Building trust and upselling later.

Still not sure? Start simple. You can always change pricing later. What matters most is getting something out there and seeing how your audience responds.

3. Factor in More Than Just Time

It’s tempting to price based on how long something took to create. But don’t confuse effort with value.

Ask yourself:

• What kind of transformation does this product offer?
• How much would that transformation be worth to your ideal customer?
• Are you saving them time? Stress? Money? All of the above?

When you shift from cost-based pricing to value-based pricing, everything changes. You stop selling a “product” and start selling a result.

And your pricing should reflect that.

4. Test, Refine, and Adjust

Here’s a little secret: your first price is probably not your final price.

And that’s okay.

Digital products give you the flexibility to test pricing over time. You can experiment with:

• Launch discounts
• Limited-time offers
• Bundle deals
• Upsells and cross-sells

MailDrip.io makes this easy with automation tools that let you segment your audience and test messaging across different email sequences.

For example, you can send one version of a sales email to your “early bird” subscribers and a different version to cold leads—each with its own pricing experiment.

5. Pricing Psychology: Yes, It’s a Thing

Human brains are weird when it comes to numbers.

Here are a few psychological pricing tips:

• Use charm pricing: $47 feels cheaper than $50.
• Offer three options: Most people choose the middle tier if it feels like a “good deal.”
• Anchor pricing: Show the original (higher) price crossed out next to a lower current price.
• Add bonuses: Stack the value by including extras. Even if they’re small, they increase perceived worth.

Remember: the goal is to help your audience feel like they’re making a smart, valuable investment—not being “sold to.”

6. Don’t Forget Delivery & Follow-Up

Once someone buys your product, that’s not the end of the journey—it’s the beginning of a relationship.

You want to keep them engaged, delighted, and maybe even buying more down the line.

That’s where MailDrip.io can really work its magic. With simple email automation, you can:

• Deliver your product instantly
• Send helpful onboarding tips
• Ask for feedback or testimonials
• Offer related products
• Encourage referrals

We’ve seen creators double their sales just by following up consistently with post-purchase emails.

If you’re a solo entrepreneur or a personal brand trying to juggle it all, these automations aren’t just convenient—they’re a game-changer.

FAQs

What’s the best way to decide on a starting price?

Start with competitor research, estimate your product’s value to your audience, and consider what you’d need to make per sale to feel good about the exchange. Start somewhere, test, and adjust.

Should I offer my first product for free?

If your goal is to build an email list or gain trust, offering a free version or lead magnet can be effective. Just make sure there’s a path to a paid offer.

Can I change my pricing later?

Absolutely. Digital products are flexible, and most audiences understand that pricing may change over time.

What if no one buys at my chosen price?

That’s normal. Review your product positioning, your sales messaging, and how well you’ve communicated the value. Pricing may not be the problem—perception might be.

Pricing Isn’t Just Math—It’s Strategy

Here’s the truth: there’s no perfect price. There’s only the price that feels aligned with your value, speaks to your audience, and helps you build a sustainable business.

The good news? You don’t have to figure it all out alone.

At MailDrip.io, we help creators and small brands like yours launch smarter, communicate better, and sell with confidence—using email automation that actually feels human.

Whether you’re nurturing leads with a freebie, announcing a limited-time offer, or building a long-term sales funnel, we’ve got your back.

So go ahead—put a price on your brilliance. You’ve earned it.

What’s stopping you from confidently pricing your digital product today?