Input Values       Calculated Results      
                 
  # of E-mails Sent     # of E-mail Messages Delivered    
          # of E-mail Messages Opened  
  List Rental Cost per 1000     # of Click-Throughs to Landing Page  
  Mailing Cost per E-mail Sent     # of Completed Responses  
  E-mail Creative Cost     Total List Rental Cost    
  Landing Page / Microsite Creative     Total Mailing Cost  
  Fulfillment Cost per Response *     Total Fulfillment Cost  
          Total Promotion Cost  
  Average Transaction Value per Completed Response     Cost per E-mail Sent  
  Average Gross Margin % of Transaction per Completed Response     Cost per E-mail Delivered    
          Cost per E-mail Opened  
  Response & Conversion Rates: (Enter as whole numbers, i.e., 50 for 50%)       Cost per Click-Through  
  % of E-mails Delivered to Recipient     Cost per Completed Response    
  % of E-mails Opened     Total Revenue from Campaign    
  % of Click-Throughs to Landing Page     Gross Profit Dollars Generated from Campaign    
  % of Completed Responses (Made Purchase or Completed Transaction)     Campaign ROI %    
                 
          # of Completed Responses Required to Achieve Breakeven    
                 
                 
  * Fulfillment cost per response includes: incentives,   premiums, collateral, mailing costs, supporting teleservices, etc.