Analyzing Outbound Campaigns - July 2024

👋 Hey, Jon here! This week, we are diving into revenue generated from Chiirp outbound campaigns across 140 businesses for July. These businesses span HVAC, plumbing, roofing, and garage doors.

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

• Response Rate: 8.78%

• Total Revenue Opportunity: $408,968 per location

• Closed Revenue: $252,779 per location

• Closed Revenue Generated (140-location sample): $35 million

• Estimated ROI: 250x

Chiirp Outbound Campaigns Had a 9.4% Response Rate in July

The audience size for Chiirp outbound campaigns across this 140-business sample increased from 373,000 in June to just over 457,000 in July.

Despite the audience size increasing 26%, response rates went up 7%, resulting in over 43,000 responses (up from ~33,000 in June) and over 24,000 net-new booked jobs (up from 21,000 in June):

After a flat Q1, new bookings from Chiirp campaigns steadily increased, with a record number of bookings in July, which has increased by 168% since January.

Yes, the sample size has increased throughout the year, but net new bookings per business in this sample have increased similarly to overall bookings. As we approach the end of the summer peak season, outbound campaigns are a powerful tool for activating internal demand.

Of the customers who responded to outbound messages, 56% booked a job (down from 64% in June), and of those who received a message, 5% booked a job, spending an average of $4,045 (up from $3,205 in June).

For every 1,000 impressions from Chiirp outbound campaigns, $202,250 was earned, up 26% from June and 88% since January:

Chiirp Outbound Campaigns Generated $488,785 in Revenue Opportunity per Location in July

In June, Chiirp outbound campaigns generated $408,968 in revenue opportunity (estimates + sold revenue + closed revenue) per brand in this sample.

This month, that number jumped up by nearly $88,000:

Of the total revenue opportunity generated, 65% converted into sold / closed revenue, down only slightly from 70% in June but still well above our 50% total to sold/closed conversion rate benchmark.

In total, Chiirp outbound campaigns generated just over $68 million of revenue opportunity across the 140 businesses in this sample.

Chiirp Outbound Campaigns Generated $292,428 in Closed Revenue per Location in July

In July, Chiirp outbound campaigns generated nearly $41 million of closed revenue across this sample of 140 businesses (up from $35 million in June) and hit a 2024 high of closed revenue per business so far in 2024:

The real upcoming test will be shoulder season performance, given that early indicators show some demand slowing during the peak season.

Outbound campaigns have consistently shown strong results as a tool to offset these drops, especially with some lingering demand from prior strong months, but time will tell.

Until next time . . .

-Jon