Is it worth it?
The price list cannot answer this. You can.
Every campaign on this site has its price printed on the page. What a price cannot tell you is whether it is worth paying — that depends on what a customer is worth to you, and on what you believe a parcel on somebody’s desk is likely to do.
So here is the arithmetic, with nothing hidden in it. Put your own numbers in. If the answer is no, you have saved yourself a few hundred pounds and we would rather you found that out here.
Your numbers
Six boxes. No submit button.
Everything on the right redraws as you move anything on the left.
For your toughest nut to crack. See the campaign.
The slider runs to 200; the box goes to 1000.
What share of the people you post to write back at all. Your assumption — not our promise.
We have not run enough campaigns to have a reply rate of our own, so we are not going to invent one. It starts at 5% — which assumes 19 out of every 20 parcels produce nothing at all. Drag it to whatever you actually believe.
Some replies are a polite no. This is the share that end up in the diary.
Your own close rate off a first meeting. You will know this one better than we do.
First-year contract value — the money that actually lands in the year you are judging the campaign in. Lifetime value makes everything look like a triumph.
Look it up in your sequencer or your CRM. We have deliberately left it blank rather than filling in a number we would be making up on your behalf.
What it costs
Total campaign
£440
20 × The Coconut
Per prospect
£22
Object, writing, address checking and tracked postage included.
What it might produce
Replies
1.0
5.0% of 20
Meetings
0.50
Deals
0.10
One deal every 10 campaigns like this.
These are the raw figures, not rounded up. 0.10 of a deal is an honest answer to a question about 20 parcels. “One deal” would not be.
What that is worth
Revenue
£1,000
Net return
£560
Return on spend
2.3×
Break-even
The number that does not need you to believe us.
Deals needed to cover it
0.04
One deal would pay for this campaign 23 times over.
Reply rate that gets you there
2.2%
And this figure does not move however many you send — cost and revenue both scale with the quantity, so it cancels out.
In plain English
The Coconut to 20 people costs £440, and it pays for itself the moment it produces 0.04 of a deal. That needs 2.2% of them to reply — and that figure does not change however many you send.
What we do not know
Three things this calculator will not pretend.
A calculator is the easiest place in the world to tell a flattering lie, because the arithmetic is real even when the assumptions are made up. So here is where the assumptions come from, and where they run out.
We have no response rate of our own
Not a low one we are hiding — none. Breakthrough is new, and until we have run enough campaigns to publish a number honestly, we are not going to put one on a page and call it a benchmark. The slider starts at a deliberately pessimistic figure and it is labelled as your assumption throughout.
The result depends on things we do not control
The offer, the list and the follow-up. A brilliant parcel to the wrong hundred people does nothing, and neither does the right hundred people with nobody picking up the phone afterwards. Two of those three are yours by design — see who follows up on How it works.
Nothing on this page is a guarantee
Our three guarantees are all about getting it there: a free resend if it fails to deliver, a dispatch SLA you can plan around, and tracked postage in the price. None of them is a promise about what happens after it lands, and this calculator does not add one.
What we do guarantee, in full
- free resend on failed delivery
- dispatch SLA: posted within 5 working days of receiving your list & copy
- tracked postage included
All three are about getting it there. None of them is about what happens next, and we are not going to start pretending otherwise on the one page where it would be most tempting.
On benchmarks
Why we left the comparison box empty.
The obvious thing to put on a page like this is a line saying “cold email gets X%, and look how much better a parcel does”. We have not, because the published figures do not agree with each other well enough for any of them to be quoted honestly.
Source A
Belkins, a B2B lead-generation agency, published a study of 7,530,489 cold emails sent across its client campaigns in 2025 and reported an average reply rate of 0.45%, counting unique replies divided by emails sent.
belkins.io — cold email response ratesSource B
Instantly, a cold-email platform, cites 5–10% as solid B2B performance and 15%+ as achievable — a range it does not attach a sample size or a methodology to.
instantly.ai — cold email reply rate benchmarksThose two numbers are more than a factor of ten apart, and both organisations sell something that benefits from the figure they chose. We are in exactly the same position, which is the point: we sell parcels, so a benchmark picked by us would be worth no more than a benchmark picked by them.
The only reply rate on this page worth anything is the one you can look up in your own sequencer. That is why the comparison box starts blank, and why the reply slider starts at 5% — a figure we chose to be unflattering to ourselves rather than borrowed from anybody.
The arithmetic
Four multiplications, and one division that matters more.
Step 1. Prospects become replies
How many people you post to, multiplied by the reply rate you set. This is the only step we cannot help you with, which is why it is yours to choose.
Step 2. Replies become meetings
Not every reply is a yes. Some are a polite no, and a calculator that pretended otherwise would be flattering you rather than helping you.
Step 3. Meetings become deals
Your own close rate off a first meeting. We ask for it as one number rather than splitting it into stages, because one figure you actually know beats two you would have to invent.
Step 4. Deals become money
Multiplied by first-year contract value, not lifetime value — the money that lands inside the year you are judging the campaign in.
And the division
Break-even is the campaign cost divided by one deal. It is almost always a fraction, and a fraction is the useful form of the answer: needing 0.04 of a deal means one deal would pay for the campaign twenty-five times over. Work it back up the funnel and you get the reply rate that would achieve it — which, surprisingly, is the same figure whether you send twenty parcels or two hundred, because the cost and the revenue both scale with the quantity and it cancels out.