Estimate responses, booked jobs and contribution after marketing, across the typical 0.5% to 2% range for cold prospect postcards. Adjust the assumptions to see whether a campaign can work for your business.
Planning inputs, not a forecast. Both scenarios start at 1%, the middle of the typical range for cold prospect postcards. No personalization lift is assumed.
Of the people who respond (call, scan or reach out), the share that book a job. Apply the same sales assumptions to both scenarios.
Revenue remaining after direct job costs, before this marketing spend. This is not company net profit.
Same cost and sales assumptions, at the low end, middle and high end of the published range for cold prospect postcards.
| Response rate | Responses | Booked jobs | Revenue | Contribution ROI |
|---|---|---|---|---|
| 0.5% (low end of typical) | 5 | 1.5 | $2,250 | -43.8% |
| 1% (typical) | 10 | 3 | $4,500 | 12.5% |
| 2% (high end of typical) | 20 | 6 | $9,000 | 125.0% |
Median response for postcards mailed to prospect lists was 1.0% in the DMA Response Rate Report 2015 (1.12% in 2012). List providers typically quote 0.5% to 2% for cold prospect data. Those surveys count calls, coupon codes, website visits and matched sales over the full campaign, so a scan-and-call count usually reads lower.
Negative contribution means the assumed jobs do not cover campaign spend after direct job costs. Fractional inquiries and jobs are expected values, not actual bookings. N/A means the denominator is zero. Results exclude fixed company overhead, tax and future repeat business. Change the assumptions to see both downside and upside.
Apply a close rate to responses. A QR scan is engagement, not a booked job, and repeat scans should not be counted as new prospects.
Account for direct job costs before subtracting marketing spend. This shows contribution after the campaign, not company net profit.
Defaults sit in the published 0.5% to 2% range for cold prospect postcards. No response rate or personalization lift is promised. Use actual results and quoted costs when available.
Response rates depend on the audience, offer, timing and follow-up. We do not guarantee a response rate or a lift over other mail. Use your own response and close rates to plan, then measure the campaign's actual results. Both scenarios start at 1%, the middle of the typical 0.5% to 2% range for cold prospect postcards (DMA prospect-list data: 2015 median 1.0%, 2012 prospect postcards 1.12%). These are planning inputs, not a forecast, and no personalization lift is assumed. Change them to test your assumptions.
Responses = mailed cards × response rate. Booked jobs = responses × close rate. Revenue = jobs × average collected job value. Contribution after marketing = revenue × pre-marketing contribution margin − campaign cost. Contribution ROI = contribution after marketing ÷ campaign cost × 100. Fractional jobs are expected values, not actual bookings.
Use the share of job revenue remaining after direct job costs such as materials, installation labor and other variable fulfillment costs, before this campaign's marketing spend. This estimate does not calculate company net profit, tax or fixed overhead. Include additional campaign expenses in the separate cost input.
Managed campaigns start at 1,000 postcards, from $2 per card (about $2,000). List preparation, AI creative, proofing, printing, postage and per-card QR tracking are included. Optional call tracking, additional enrichment and any other extras are scoped in your quote. Agency and volume pricing are quoted separately.
Managed campaigns start at 1,000 postcards. This is our commercial minimum, not a guarantee of statistically conclusive results. We agree on the audience, offer and measurement window before mailing.
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