The Unopened Email Opportunity
Use this calculator when you're on a call with a prospect and want to show them what they're leaving on the table. Plug in their last email promo numbers and it reveals how much additional revenue they would have generated if the non-openers had also seen the promotion via direct mail. This is an external-facing tool — it makes the case for why direct mail makes sense.
Use this calculator internally to gut-check whether a client's numbers can support a direct mail campaign before you commit. It tells you exactly how many sales are needed to break even, what response rate that requires, and what profit looks like at 3%, 4%, 5%, and 6% response rates so you can quickly see whether the economics are tight or comfortable. This is an internal tool.