How to determine rates to charge as a freelance writer

While I have a few articles published, they were easy fixed rates. Today, however, I've received this email (identifying details removed):

How does one come up with rates for this? I've found some pieces on about.com etc but they are like $10-$90 per hour, which is so vague it's almost useless.

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How to determine rates to charge as a freelance writer

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