Interestingly enough, it's actually not as padded as it seems. While the update itself may only take an hour or so of time, there's a few hours of communication/procedural overhead baked into these things:
- Receive a project brief - Align with client on the contents of the brief - Provide estimate and get sign off (potentially before the brief, if this is repeat work for an existing client) - Do actual work - Client review of work - Revisions. Usually incredibly minor nitpicking, but virtually always requested. - Final client review and acceptance
Whether the work takes 30 minutes or 30 hours, that procedural overhead is standard in BigCo marketing departments, and creates a price floor of about $500 since even the tiniest requests end up taking several hours of total effort (communication/procedural stuff + actual work). If you're engaging an agency instead of a freelancer, that floor jumps to about $1,000 as the entire process gets facilitated by an account manager + PM, so you have to add in a couple hours of their time as well for the procedural/communication overhead.
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Not to say that's a particularly efficient process, or that it should be that way. But figured I'd share that perspective, since I initially reacted the same way you did when I saw those estimates for stuff that should have taken a trivially small amount of time to accomplish.
We rotated through a team of freelancers that specialize in email development. All the freelancers we worked with did email development full-time. They didn't make websites, they didn't do SEO, they just knew email inside and out. They specialize in email, and we paid a premium to them for that expertise. This is important because you want the emails to work on all platforms. So while it might seem easy to just swap out text, it can sometimes cause layout issues (email is very finicky) and we didn't want any of those glitches negatively effecting the brand. The emails generated tens of thousands to hundreds of thousands of dollars of revenue per email on average. So no one batted an eye at $500 to make the email. You are paying for the right person to do the job, not micro-analyzing their hours.
We made a lot more money from those emails than the freelancers made by making the emails. So you also want to make them happy, because good email developers are a dying breed. They are hard to find.
I should say that part of process was testing the emails. We ran email device and litmus tests for every email that had to be done as part of the development process. So when I got the finished email from the freelancer, they always submitted a link to a full litmus test result page which showed the email presented in about 30 different device, resolution, and email client combinations. That's what was required for me to approve the email and for the freelancer to get paid.
So the freelancer wasn't just swapping text, but testing the email for us and making any fixes so it worked consistently. They would also add variables for things like %%firstname%% or whatever. We would also run "conditional emails" several times a month that were customized to a customer's location (for example New York customers got a different email than California customers) or some other segment. But conditional emails were more advanced and would run closer to the $2,000 mark. Again, conditional emails out-performed blast emails (uncustomized), so they would consistently bring in 6-figure revenues on those days from the email, so no one thought twice about the $2,000 bill from the email developer.
