The cost of the direct mail campaign was $90,000. The company used targeted Prism cluster data to locate dog owners in Eastern Ontario sending a personalized direct mail piece, including a custom promotional code to use when placing an order online, or at a retail location. The direct mail campaign was sent to 20,000 people. BCR was able to track recipients through a custom microsite they know that 4,725 people visited that site directly after the direct mail drop and 1,048 people redeemed the promotional code online and another 340 brought it into a retail location.

1. Calculate the response rate of this direct mail campaign?

2. Calculate the conversion to sale of this campaign?

3. Calculate the cost per lead (CPL) of this campaign?

4. Calculate the cost per order of this campaign?