Analyzing Outbound Campaigns - November 2024

Chiirp Performance

👋 Hey, Jon here! I wanted to send you one more newsletter before the Christmas holiday.🎄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.

Given the holiday (if you are reading this, it’s the best gift to me!), I will keep this one a bit shorter and to the point.

Let’s dive in!

Chiirp Outbound Campaigns Had an 11.3% Response Rate in November

The audience size for Chiirp outbound campaigns across this 250-business sample increased from 500,000 in October to just over 541,000 in November.

That’s +8%.

With that audience size increase, response rates dropped from 12.4% in October to 11.3%%, resulting in over 61,000 responses (down from ~67,000 in October) and 37,000 net-new booked jobs (down from 38,000 in October):

New bookings from Chiirp campaigns came down month-over-month, but only by 2.5%.

On average, the businesses in this sample got 148 net new bookings (down from summer highs of 171 per business in July and 194 per August).

Of the customers who responded to outbound messages, 60% booked a job (up from 58% in October), and of those who received a message, 6.8% booked a job (down from 7% in October), spending an average of $3,241 (up from $2,960 in October).

For every 1,000 impressions from Chiirp outbound campaigns in November, $220,388 was earned, up 6% from October and 105% since January:

That’s frankly an unbeatable return per 1,000 impressions compared to other digital marketing channels, but let’s look at overall revenue potential and closed revenue performance 👇

Chiirp Outbound Campaigns Generated $380,880 in Revenue Opportunity per Location in November

Chiirp generated $380,800 in revenue opportunity (sum of avg. open estimate per customer, sold revenue, closed revenue) on average for each business in this sample, up from $358,714 in October:

Of that total revenue opportunity generated, 70% converted into sold/closed revenue, up from 66% in October and well above our 50% total to sold/closed conversion rate benchmark.

In total, Chiirp outbound campaigns generated just over $95 million of revenue opportunity across the 250 businesses in this sample.

Chiirp Outbound Campaigns Generated $240,040 in Closed Revenue per Location in November

In November, Chiirp outbound campaigns generated just over $60 million of closed revenue across this sample of 250 businesses (up from $53 million in October):

Despite fewer responses than in October, higher average tickets and a better conversion rate from open —> sold/closed carried November to better performance.

So far in 2024 (January through November), Chiirp outbound campaigns have driven an average of $231,553 in closed revenue per business, and November was above that average! 

Since March of this year, closed revenue per business (average) has not dipped below $200,000 - strong, consistent, and reliable performance from outbound for 2024.

Happy Holidays ❄️

Until next time . . .

-Jon