New Direct Marketing Software Calculate Mailing Costs

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List brokerage and consultancy Market Share has introduced two response calculators to help direct marketers figure out their affordable prospecting costs for a direct mail campaign.

"If you have somebody with a lot of direct marketing experience, they know the answers to cost-related questions, but a small or new firm may not," said Ruth Southwick, founder and president of Market Share, Bradenton, FL.

After working for 25 years with direct marketers and potential direct marketers, Southwick said she saw a need for a tool to help novice direct mailers figure out what they can afford to spend on a prospect mailing.

With the help of a programmer, she created the Market Share R.O.I. Calculator, which calculates return on investment for a mailing, and the Market Share 2-Step Calculator, which calculates net profit or loss for a mailing.

The programs are available from Market Share on diskette for $49.95 each or $79.95 for both.

Southwick said she is working on two additional calculators that will be released in the next few months.

Additional information can be obtained by e-mailing Southwick at or calling 941/794-6059.

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