Analyzing Outbound Campaigns - December 2024
Chiirp Performance
👋 Hey, Jon here! This will be the final newsletter covering December's performance across various digital marketing channels, and we’re finishing strong by reviewing outbound campaigns.
Below, I dive into outbound campaign performance across a sample of over 250 businesses. These businesses span HVAC, plumbing, roofing, and garage doors and serve as a great indicator of how well-automated follow-ups can generate revenue and at what scale.
November 2024 Chiirp Performance Recap:
In November, there were 540,000 outbounds tracked across 250+ businesses in this sample.
Response Rate: 11.3% (down from 12.4% in October, but audience size increased 8%)
New bookings: -2.5% (148 net-new bookings per business in the sample)
Book rate: 60% of responders booked a job, 6.8% of those who received a message booked a job
Average Ticket: $3,241 (up from $2,960 in October)
Revenue Opportunity per Business: $380,800 (up from $358,714 in October)
Closed Revenue: $240,040 per Business (above the 2024 average of $231,553)
With that, let’s dive into the December data!
Chiirp Outbound Campaigns Had an 9.3% Response Rate in December
The audience size for Chiirp outbound campaigns across this 250-business sample increased from 541,000 in November to just over 688,000 in December.
That’s +27%, one of the biggest month-to-month jumps we’ve seen (although, based on our data, it’s easy to see why outbounds are ramping up).
With that audience size increase, response rates dropped from 11.3% in November to 9.3%, resulting in over 63,600 responses (up from ~61,000 in November) and 42,800 net-new booked jobs (up from 37,000 in November):
New bookings from Chiirp campaigns increased month-over-month by 15.6%, in line with the 27% increase in audience size from November.
On average, the businesses in this sample got 171 net new bookings (matching summer highs of 171 per business in July and nearly hitting 194 per August).
Of the customers who responded to outbound messages, 67% booked a job (up from 60% in November), and of those who received a message, 6.2% booked a job (down from 6.8% in November), spending an average of $3,136 (down from $3,241 in November).
For every 1,000 impressions from Chiirp outbound campaigns in December, $194,432 was earned, down 11% from November but up 81% since January:
The revenue per 1,000 impressions efficiency did come down month-over-month, but mainly due to the significant increase in audience size.
Net bookings were up in volume overall, but a higher percentage of the audience who received an outbound communication did not book a net new job.
There may be a warranted re-consideration of audience size and getting more specific with messaging, but it’s up to the contractor's preference. Revenue per 1,000 impressions is a good heuristic to monitor outbound campaign efficiency and relevance (along with response rate).
Chiirp Outbound Campaigns Generated $378,080 in Revenue Opportunity per Location in December
Chiirp generated $378,080 in revenue opportunity (sum of avg. open estimate per customer, sold revenue, closed revenue) on average for each business in this sample, down slightly from $380,800 in November:
Of that total revenue opportunity generated, 68% converted into sold/closed revenue, down from 70% in November but well above our typical 50% total to sold/closed conversion rate benchmark.
In total, Chiirp outbound campaigns generated just over $94.5 million of revenue opportunity across the 250 businesses in this sample.
Despite the increase in audience size, the total revenue opportunity generated was down $0.5 million from November, but average tickets and the holidays likely hampered December’s growth a bit more than just the Thanksgiving holiday in November.
Chiirp Outbound Campaigns Generated $219,600 in Closed Revenue per Location in December
In December, Chiirp outbound campaigns generated $55 million of closed revenue across this sample of 250 businesses (down from $60 million in November):
Despite a larger audience, more responses, and more booked jobs in December, lower average tickets and a higher percentage of net-new opportunities stuck in unsold estimates led to a month-over-month decrease in closed revenue generated.
However, $219,600 of closed revenue per business for the month is still a great return on investment.
Closed revenue per business in these samples has not dropped below $200,000 since March. December caps off a year in which we saw outbound campaigns generate substantial revenue opportunities for the businesses that used them.
Until next time . . .
-Jon