Analyzing Outbound Campaigns - April 2024

Chiirp Revenue Performance

👋 Hey, Jon here! This week, we are diving into revenue generated from Chiirp outbound campaigns across 105 businesses for April. These businesses span HVAC, plumbing, roofing, and garage doors.

As a refresher, below is March’s outbound campaign performance summary:

• Response Rate: 6.78%

• Total Revenue Opportunity: $268,762 per location

• Closed Revenue: $169,366 per location

• Closed Revenue Generated (95-location sample): $16 million

• ROI: 169x

Chiirp outbound campaigns crushed it in Q1, generating well over six figures of closed revenue per location on average throughout the first few months of the year. This performance was important because other marketing channels were experiencing a downtrend in this same period.

However, April is different in that we saw a noticeable increase in leads, paying customers, and closed revenue across digital marketing channels with the summer demand season starting.

So, will outbound campaigns still be as effective now that demand is returning to higher levels? More effective? Less effective?

Let’s find out!

Chiirp Outbound Campaigns Had an 8.81% Response Rate in April

From March to April, the audience of outbound campaigns went from 240,000 to 340,000, a 41% increase!

Despite the increased audience size, response rates increased from 6.78% to 8.81%.

The increase in audience size makes sense: there were more leads across multiple channels in April, more estimates, more paying customers, etc.

Nearly 30,000 responses to those outbound messages were recorded, which is our first sign that an industry / seasonal increase in demand led to more engagement from outbound campaigns.

In total, 16,735 net new jobs were booked in April, which is up 89% month-over-month:

5% of customers who received a message ended up booking a net new job (up from 3.6% in March) and spent an average of $2,588.66 (down from $3,329.46 in March).

For every 1,000 impressions from Chiirp outbound campaigns, $129,433 in revenue was earned, an 8% increase from March:

Chiirp Outbound Campaigns Generated $361,137 in Revenue Opportunity per Location in April

In March, Chiirp outbound campaigns generated $268,762 in total revenue opportunity (unsold estimates, sold revenue, closed revenue summed together) per location.

In April, with an increased sample size, Chiirp outbound campaigns generated $92,375 more in revenue opportunity than in March and 65% of that revenue opportunity was sold or closed.

So, in response to increasing demand across digital marketing channels, outbound campaigns actually improved performance month-over-month likely helping these businesses maximize their revenue opportunity from that surge in demand.

Chiirp Outbound Campaigns Generated $205,746 in Closed Revenue per Location in April

In April, Chiirp outbound campaigns generated $36,380 more in closed revenue per location than in March, a 21% month-over-month increase.

Overall, $38 million of closed revenue was generated by these outbound campaigns.

That’s up from March ($16 million), February ($13.69 million) and January ($13.8 million) - although keep in mind the sample size has also grown month-over-month.

These campaigns proved to do well during the down months of Q1 this year, but performed even better with more normal and increased demand across other channels.

Until next time . . .

-Jon