Analyzing Outbound Campaigns - June 2024

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

As a refresher, below is May’s outbound campaign performance summary, the strongest performing month in 2024 so far:

• Response Rate: 6.72%

• Total Revenue Opportunity: $443,478 per location

• Closed Revenue: $275,337 per location

• Closed Revenue Generated (115-location sample): $31.6 million

• Estimated ROI: 316x

Chiirp Outbound Campaigns Had an 8.78% Response Rate in June

In June, the audience size for Chiirp outbound campaigns across this 140-business sample decreased from 460,000 in May to 373,000.

With the smaller and more targeted audience, response rates increased by 30% month-over-month, resulting in slightly more responses than in May!

32,800 customers responded to the outbound messages, and just over 21,000 net-new jobs were booked (also higher than in May!):

Despite a much smaller audience in June than in May, Chiirp's outbound campaigns booked a few thousand more customers. That doesn’t mean it should be a race to the bottom to make your audience as small as possible, but relevance, timing, and messaging should take precedence over simply trying to communicate to the largest audience possible all at once.

Since February of this year, booked jobs from Chiirp outbound campaigns have increased 152%.

Of the customers who responded to outbound messages, 64% of them booked a job (up from 63% in May), and of those who received a message, 5% booked a job, spending $3,205 on average (up from $2,840 in May).

For every 1,000 impressions from Chiirp outbound campaigns, $160,250 was earned, up 41% from May:

Chiirp Outbound Campaigns Generated $408,968 in Revenue Opportunity per Location in June

While the total revenue opportunity generated per location in this sample did decrease by about $35,000, the sample size in June is larger than in May by 25 accounts.

Still, over $400,000 in revenue opportunity (total revenue from unsold estimates, sold jobs, and closed jobs attributed to Chiirp campaigns) was generated for each business, a significant volume of opportunity.

Of that total opportunity, 70% converted into sold / closed revenue, down only slightly from 71% in May.

It’s not just about generating revenue opportunity using outbound campaigns, but also how well that new opportunity converts to revenue.

For most marketing channels, a good benchmark is to close at least 50% of the revenue opportunity, but with Chiirp outbound campaigns, it is significantly higher at 70%.

Chiirp Outbound Campaigns Generated $252,779 in Closed Revenue per Location in June

In June, Chiirp generated over $57 million in total revenue opportunity and over $35 million in closed revenue across a sample of 140 businesses across the US.

That works out to be just over $250,000 in closed revenue attributed to Chiirp campaigns.

While that is down from May:

It’s still an impressive return across an even larger sample of businesses, and is still up 49% from the least-performant month (March).

Until next time . . .

-Jon