Analyzing Outbound Campaigns - August 2024

👋 Hey, Jon here! This week, we are diving into revenue generated from Chiirp outbound campaigns across 160 businesses for August. These businesses span HVAC, plumbing, roofing, and garage doors.

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

• Response Rate: 9.4%

• Total Revenue Opportunity: $488,785 per location

• Closed Revenue: $292,428 per location

• Closed Revenue Generated (140-location sample): $41 million

• Estimated ROI: 292x

Chiirp Outbound Campaigns Had an 11% Response Rate in August

The audience size for Chiirp outbound campaigns across this 160-business sample decreased from 457,000 in July to just over 437,000 in August.

Although the audience size decreased by 4%, response rates went up 21%, resulting in over 50,000 responses (up from ~43,000 in July) and over 31,000 net-new booked jobs (up from 24,000 in July):

New bookings from Chiirp campaigns continue to rise with another record month in August.

Yes, the sample size has increased throughout the year, but net new bookings per business in this sample have increased similarly to overall bookings (171 new bookings per business in July vs. 194 per business in August). As we get deeper into the shoulder season, the data shows that outbound campaigns are a powerful tool for activating internal demand.

Of the customers who responded to outbound messages, 62% booked a job (down from 56% in June), and of those who received a message, 7% booked a job (up from 5% in July), spending an average of $3,259 (down from $4,045 in July).

For every 1,000 impressions from Chiirp outbound campaigns, $228,130 was earned, up 13% from July and 112% since January:

Chiirp Outbound Campaigns Generated $464,467 in Revenue Opportunity per Location in August

Despite a sample size increase of 14%, and an average ticket decrease of 19%, total revenue opportunity per business only dropped by 5% month-over-month:

Of that total revenue opportunity generated, 67% converted into sold / closed revenue, up from 65% in July and well above our 50% total to sold/closed conversion rate benchmark.

In total, Chiirp outbound campaigns generated just over $74 million of revenue opportunity across the 160 businesses in this sample.

Chiirp Outbound Campaigns Generated $280,727 in Closed Revenue per Location in August

In August, Chiirp outbound campaigns generated nearly $45 million of closed revenue across this sample of 160 businesses (up from $41 million in July) despite a 4% month-over-month decrease:

With the come down of peak summer demand, it is impressive that these numbers are still holding strong across an even larger sample of clients, especially with the increase of net new bookings.

Until next time . . .

-Jon