Your brand's lifecycle program pays for itself at 250 leads a month and returns 3x at 400 to 750.
Built from the funnel up: site visitors, signups and intake starts, what the welcome and abandonment flows convert, what broadcasts add on top, and what each new patient is worth over 12 months. ROI is measured on gross profit so it lines up with CAC and LTV.
What the program is worth, and what a fair fee looks like
Use the 3x fee as the ceiling when pricing on value. If your quote sits well under the 5x fee, there is room to price higher as the brand grows. A commission at the "share of email + SMS revenue" rate pays the same as your retainer today and scales with results.
How email's share of store sales builds as cohorts stack and the list matures
What each level of traction produces
| Leads / month | Per day | New patients | Email + SMS revenue / mo | Store sales / mo | 12-mo gross profit | Return on retainer | Verdict |
|---|
Main figure at the selected flow rate, range below it at 5% to 15%. Email + SMS revenue / mo is the steady-state monthly figure once about a year of cohorts has stacked up, which equals the 12-month revenue from one month of leads. Store sales are directional: today's store sales scaled by lead volume, with email's share underneath. Broadcast layer and incrementality settings apply to every row.
Where each benchmark sits
- Visitors to leads. A good popup or signup form opts in 5 to 12% of the visitors who see it (industry average 1 to 2%). Intake starters who leave their email count as leads too.
- Leads to first orders through flows. The welcome flow converts 10 to 25% of popup signups. Welcome and questionnaire abandonment together convert 5 to 15% of every lead, which is the band used here.
- Broadcasts convert more over time. People who went through the flows without buying keep converting in the following weeks and months from broadcast content.
- Mature brand. With a big list of engaged profiles, email and SMS bring in 25 to 40% of total sales.
Assumptions behind every number
- Gross profit is the ROI basis, revenue is shown alongside.
- Value lands over 12 months. One month of leads earns its value across the year as recurring orders bill. Steady-state monthly figures assume roughly a year of stacked cohorts.
- Broadcast uplift is derived from the share: at 30% broadcast share, broadcasts add 43% on top of flow conversions.
- Retention lift is not counted. Onboarding typically adds 30 to 50% LTV and win-back recovers 5 to 10% of churners. Both are left out, so the model leans low.