Direct Marketing Ananlysis
Use this template to run the numbers on a direct marketing campaign. It includes a breakdown of gross margin of the product being sold, the cost of the direct mail piece, and an analysis of the profit. For some mailings, you may know the total cost of each mail unit but not know the breakdown costs for the individual components. In this case, simply enter the total unit cost into the "other"calculation cell, and enter the label "Total cost" in the cell to its left. To view the template, click the worksheet tab labeled Template at the bottom of the screen or press CtrlPgDn. With the exception of data entry cells, all cells are protected. Use the Tab key to move from one unprotected cell to the next.
Direct Marketing Analysis
Promotion: Date:
Gross Margin per Unit
Selling Price Add: Handling Charge Total Revenue per Unit Cost of Merchandise Shipping or Delivery Order Processing Cost of Returns Bad Debt Other Total Cost per Unit Gross Margin per Unit Circulars Letters Inserts Lift Pieces Envelopes Order Forms List Rental Assembly Addressing Postage Other
Direct Mail Cost per Unit
Direct Mail Cost per Unit
Net Profit and Breakeven Point
Units Mailed Response Rate Unit Sales Gross Margin Mailing Costs Fixed Costs Creative Development Allocations, Other Total Fixed Costs
Total Net Profit
Breakeven Unit Sales Breakeven Unit Mailing
Prepared by