Atmospheric pressure plasma jets (APPJs) are a promising tool in medicine with extensive possibilities of utilization. For a safe and therapeutically effective application of APPJs, it is necessary to know in detail the physical processes in plasma as well as possible hazards. In this paper, we focus on plasma thermal energy transferred to the substrate, i.e. to a passive thermal probe acting as substrate dummy. Specifically, we examined the dependence of transferred energy on the distance from the plasma source outlet, on the gas flow rate, and on the length of the visible plasma plume. The plasma plume is the plasma carried by the gas flow from the outlet of the source into the ambient air. The results show the distance between the plasma-generating device and the substrate to be the most important determinant of the transferred thermal energy, among the three examined variables. Most importantly for the end-user, the results also show this relation to be non-linear. To describe this relation, we chose a model based on a Boltzmann type of sigmoid function. Based on the results of our modelling and visual inspection of the plasma, we provide sort of a user guide for the adjustment of a suitable energy flux on the (bio) substrate. Graphical abstract