Enter your average ticket value and close rate to estimate your return from a single TownFavorite postcard campaign.
Select Your Mailing Product
Which product is right for you?
Community Reach (5,000 addresses · $600)
Best for local businesses building brand recognition across a full neighborhood or zip code.
Maximum Reach (10,000 addresses · $850)
Best for businesses that need maximum market saturation at the lowest cost per address -- insurance, retail, franchise, and multi-location services.
Elite Targeted (2,500 addresses · $900)
Consider for high-ticket services such as roofing, remodeling, med spa and luxury real estate when demographic selection fits your audience. Compare campaign costs with your actual contribution profit per customer.
Use-case guidance, not an outcome guarantee. Press Escape to close.
Enter your own response rate, close rate and average ticket value to model customers and revenue. The displayed revenue-based return is (estimated revenue minus slot cost) divided by slot cost, multiplied by 100. It excludes other campaign costs and the cost of serving customers, so it is not profit-based ROI. Inputs are hypothetical assumptions, not industry benchmarks or a performance forecast.
Planning estimate based on your inputs and reference product pricing, not observed campaign results or a live quote. The displayed return is revenue-based and excludes other campaign and operating costs; it is not net profit. Confirm pricing and campaign scope with TownFavorite. Online checkout is currently closed.
From estimate to a useful plan
A useful estimate starts with numbers you can explain. Use this guide to choose your inputs, understand the result and decide what to measure if you run a campaign.
Input 1
Use the revenue from a typical sale you could attribute to the mailer. A recent average from your own invoices is more useful than your largest-ever order.
Keep the time period clear. Start with the initial purchase; evaluate repeat purchases separately instead of treating lifetime value as immediate revenue.
Input 2
This is the share of mailed addresses you assume will respond. Decide what a response means for your campaign: an inquiry, a phone call or another consistently recorded action.
The starting value of 1% is an editable assumption, not a benchmark. A delivered piece, a QR scan and a completed sale are different events.
Input 3
This is the share of responses you assume will become new customers. For example, a 20% close rate means one customer for every five responses in the model.
Use responses and sales from the same group and measurement period. Do not assume every person who asks a question will buy.
Try a lower and a higher response assumption while keeping the other inputs fixed. Then change the ticket value or close rate separately. This helps you see which assumptions your plan depends on, without presenting any scenario as an expected outcome.
Hypothetical example · not campaign results
Select Community Reach with a $100 average ticket, a 20% close rate and a 1% response assumption. The current reference slot is $600 for 5,000 addresses. These inputs illustrate the arithmetic; they are not a prediction.
Suppose, separately, that your contribution margin is 40% after the variable cost of serving each customer. That leaves $40 per $100 sale. In this example, 10 customers contribute $400. Subtract the $600 slot and the contribution after slot cost is -$200, before any other campaign expenses or fixed overhead. The margin is illustrative; the calculator does not collect or apply it.
This result is a count of responses, not customers. It asks how many responses would cover the reference slot cost when each response is assigned the expected revenue from your ticket value and close rate. It does not calculate profit break-even.
In the example, each response represents $100 × 20%, or $20, of modeled revenue. Covering a $600 slot therefore requires 30 responses in that separate planning model. Actual conversion is uncertain.
Slot cost ÷ (ticket value × close rate as a fraction), rounded up to a whole response.
Responses and new customers are rounded to whole numbers before revenue and return are calculated. Break-Even Responses uses your unrounded expected revenue per response, then rounds up. These separate models can show a positive return before the stated break-even response count; neither is a guaranteed outcome.
Choose a response definition and review period that fit your sales cycle. Keep scans, inquiries and completed purchases in separate columns so you can see where people progress.
Where available, use a campaign-specific link, phone number or offer code. Record how customers found you. Allow for the cost of any tracking service you choose; no method captures every response.
Track the sales you can connect to the mailer and the variable cost of fulfilling them. Add campaign expenses such as design or tracking. Count each discount once, rather than reducing revenue and adding the same discount again as an expense.
At the end of your chosen review period, compare recorded responses, customers and contribution with your plan. Keep uncertain attribution separate and use what you learn to inform the next decision.
There is no single response rate that predicts your first campaign. Use several clearly labeled assumptions and see how the result changes. The 1% starting input is not an industry average or a TownFavorite performance forecast.
No. The calculator subtracts the reference slot cost from estimated revenue. It does not subtract the cost of serving customers or other campaign expenses. A profit-based evaluation needs those costs and your contribution margin.
Break-Even Responses is the separate threshold calculated from slot cost, ticket value and close rate. Changing your assumed response rate changes modeled activity, but not that threshold when the other three values stay the same.
The calculator includes the selected product’s reference slot cost only. Include any additional campaign expenses in your own budget, using confirmed amounts. Apply discounts consistently so the same reduction is not counted twice.
A scan is an interaction, not proof of a new customer or a sale. Keep scan counts separate from inquiries and purchases, and avoid treating repeated interactions as separate acquired customers. Attribute sales using the records you can substantiate.
They are reference product information for planning. Confirm your selected product, mailing scope, availability, schedule and any additional charges with TownFavorite before making a commitment. The calculator does not reserve a campaign.
Share your target area, offer and the numbers you used. TownFavorite can discuss campaign scope and confirm current pricing and availability. For a deeper look at costs, contribution and attribution, read the complete direct mail ROI guide.
Learn how Birmingham businesses estimate their potential ROI with shared postcard campaigns.
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