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E-mail Campaign Revenue & Profitability Assessment Tool
Use this E-mail Campaign Revenue & Profitability Assessment Tool to compute the number of completed responses you need to achieve breakeven and give you the ROI for the campaign based on the values you entered.
Instructions (Click to Open)
Enter all of your values for the campaign in the left column. The results will appear in the table to the right. You can enter your values manually by double clicking in the box and entering the value. Or, you can use the up/down arrow which appears when you hover over the box. Drag the up/down arrow up or down to enter or change values. To enter percentages, use the spinners to the right of each box or double click in the box and enter the percentage as a decimal point (i.e., 45% as .45, 5% as .05, etc.). Use the spinners to adjust the percentages for delivery, open, click-through rates and completed responses.
You can do what-if-analysis by changing the different values to see the impact these changes have on your overall campaign's performance.
* Fulfillment costs per response includes: incentives, premiums, collateral, mailing costs, supporting teleservices, etc.
** % of completed responses means that the recipient made a purchase or completed the transaction in some other way, for example, downloading a white paper.
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