This calculator uses response rates from DMA (Direct Marketing Association) Response Rate Study. It will compute the breakeven response rate and leads required for your campaign based on the circulation, advertising cost and the desired cost per lead/inquiry that you enter. You can then compare your campaign's breakeven results achieved for the media type your planning to use to industry norms for this type of media.

Choose media type, then the industry average, median, high or low response rate for lead generation programs.

The industry response rate that is shown as the "Typical Response Rate" is intended for comparison purposes only. It is intended to give you an idea of whether or not the response required for your campaign to achieve breakeven is realistic. Your program may do better or worse than the reported response rates depending on your offer.