for example, if a company spends $100,000 on a direct mail piece and it delivers $500,000 in incremental revenue, then the romi factor is 5.0. if the incremental contribution margin for that $500,000 in revenue is 60%, then the margin romi (the incremental margin for $100,000 of marketing spent) is $300,000 (= $500,000 x 60%). of which, the $100,000 spent on direct mail advertising will be subtracted and the difference will be divided by the same $100,000. every dollar expended in direct mail advertising translates to an additional $2 on the company's bottom line.