Tutorvo
Menu
Courses Guides Pricing Log in Sign up
Marketing Analytics Intermediate

Direct Mail & Catalog Marketing Math: Response Rates, Break-Even & List Testing

Build up the cost per piece, measure response and cost per order, find the break-even response rate, test lists with a z-test, select RFM deciles, judge catalog pages, value new buyers and forecast a rollout, with every cell checked as you go.

8 lessons 8 labs 2 h Certificate

  • One-time payment
  • 14-day money-back guarantee
  • Secure checkout with Stripe

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

  • Build up the full cost of Hearthwood Home's 60,000-piece fall catalog mailing, piece by piece and per thousand.
  • Score Hearthwood Home's last four mailings on response rate, cost per order, average order value and sales per piece mailed.
  • Work out how many orders the next fall catalog needs before it makes a cent, and what profit the expected response brings.
  • Test two rented lists of 10,000 names each and decide with a two-proportion z-test whether list B really beats list A.
  • Forecast the profit of each RFM decile of the house file and mail only the deciles whose response beats break-even.
  • Measure how hard each page of the fall catalog works and find the category that does not earn its space.
  • Value a new catalog buyer over five years and work out what Hearthwood Home can afford to spend per prospect piece.
  • Turn four list tests into a cautious rollout forecast, roll out only the lists that stay profitable, and chart test vs rollout response.

About this course

A mailing either pays for its postage or it does not, and this course shows you how to tell in advance. You price a single piece from print, postage, lettershop and list rental, then measure response rate, cost per order and sales per piece. Contribution per order leads to the break-even response rate. Two rented lists go head to head in a z-test, RFM deciles decide which segments are worth mailing, and catalog pages are ranked by sales and margin. You estimate the lifetime value of a new buyer to set an allowable acquisition cost, and close by forecasting a full rollout from a 10,000-name test. Written for direct marketers, catalog and nonprofit fundraising teams, agency analysts and marketing students.

Curriculum

Course content

8 lessons · 8 labs · 2 h · final exam

  1. Cost per Piece: Print, Postage, Lettershop and List RentalLab14 min5 checked tasks
    Unlocked when you buy the course
  2. Response Rate, Cost per Order and Sales per PieceLab13 min4 checked tasks
    Unlocked when you buy the course
  3. Contribution per Order and the Break-even Response RateLab14 min4 checked tasks
    Unlocked when you buy the course
  4. List Testing: Two Rented Lists and a z-TestLab15 min4 checked tasks
    Unlocked when you buy the course
  5. RFM Deciles: Mail Only the Segments Above Break-evenLab15 min4 checked tasks
    Unlocked when you buy the course
  6. Catalog Economics: Sales and Margin per PageLab14 min4 checked tasks
    Unlocked when you buy the course
  7. Lifetime Value of a New Buyer and the Allowable Acquisition CostLab16 min4 checked tasks
    Unlocked when you buy the course
  8. Rollout Forecast: From a 10,000-Name Test to the Full ListLab16 min5 checked tasks
    Unlocked when you buy the course
  9. Final exam12 questions, 75% to pass, unlimited retries.

Certificate

Finish with a certificate you can verify

Complete every lesson and pass the final exam to receive a certificate of completion for this course, with a unique credential ID and a public verification page.

  • Names the course, your score and the date of issue
  • A verification link for your CV or LinkedIn profile
  • 12 questions, 75% to pass, unlimited retries.

A Tutorvo certificate confirms that you completed a course. It is not an official or professional qualification.

Illustration. Your certificate shows your own name, course and credential ID.

Before you buy

Questions about this course

Is this a subscription?

No. You pay $9.99 once for this course. There is no subscription and nothing renews automatically. Prices are in US dollars; taxes may be added where required.

What exactly do I get?

All lessons and labs of this course, the final exam and the certificate, including later updates to the course, for as long as Tutorvo offers it. Access is personal and tied to your account.

Can I get a refund?

Yes. If you are not satisfied, email hello@tutorvo.com within 14 days of buying and we refund the course in full via Stripe. The guarantee does not apply once a certificate for the course has been issued to you, or where there are signs of abuse.

When can I start?

Right after payment. Access starts immediately at your request; for consumers in the EU/EEA the statutory right of withdrawal therefore ends once access has begun, while our 14-day money-back guarantee applies regardless.

Do I need Excel or other software?

No. The labs run in a spreadsheet inside your browser on a laptop, tablet or phone. Function names and syntax follow Excel.

Is the certificate an official qualification?

No. It confirms that you completed all lessons of the course and passed its final exam. It is not an official, state-recognised or professional qualification. The name is taken from your profile when the certificate is issued.

Full details are in our Terms · hello@tutorvo.com

Browse all Marketing Analytics courses →
$9.99one-time payment
Buy course