Analyzing Outbound Campaigns - September 2023 Performance
👋 Hey, Jon here! This month, we’re looking at a much larger sample of Chiirp outbound campaigns across 70 businesses (versus 3 from the prior periods we’ve looked at). These businesses span HVAC, plumbing, roofing, and garage doors - while it isn’t broken down by service type in this issue of the newsletter, we will begin to do that in the future.
As a refresher, below is August’s outbound campaign performance summary:
Response Rate: 16.9%
Total Revenue Opportunity: -30% month-over-month
Average Tickets: +3% month-over-month
Closed Revenue: -20% month-over-month
Closed Revenue Generated (3-location sample): $1.54 million
Let’s dive into the performance data with a much larger sample!
Chiirp Outbound Campaigns Had a 10.6% Response Rate in September
Across 70 businesses, nearly 70,000 customers received a message from a Chiirp outbound campaign in the month of September.
On average, with 300+ campaigns, the response rate of those messages was 10.6%.
Compared to August (which was a much smaller sample) this is down about 6%, but for every 100 customers who received a message, 10 responded.
We also saw a 4.6% booking rate across all campaigns, so for every 100 customers who received a message via an outbound campaign, nearly 5 of them booked a net new job.
Some campaigns had booking rates as high as 26% (open estimate campaigns)!
Chiirp Outbound Campaigns Generated $124,285 in Revenue Opportunity per Location in September
While total revenue opportunity decreased by 19% month-over-month, outbound campaigns still generated over $8.7 million of total revenue opportunity across 70 locations, for an average of $124,285 in total revenue opportunity per business.
Below is how the total revenue opportunity breaks out by last activity for customers across open estimate, sold jobs, and closed jobs:
64% of the revenue opportunity ended up as closed revenue.
8% of the revenue opportunity was sold revenue (not yet completed).
28% of the revenue opportunity was new open estimates.
The majority (72%) of new revenue opportunities generated by outbound campaigns ended up sold or closed. This is a much higher rate of revenue opportunity to sold or closed revenue than PPC and organic, which usually is around 45%.
Average Tickets Decreased 13% Month-Over-Month
Last month, average tickets from our sample hit nearly $4,000. This month, those tickets dropped by 13% to $3,460.
However, some campaigns in this sample drove tickets of over $12,000 on average, while service-oriented campaigns drove average tickets of a few hundred dollars.
The average tickets from outbound campaigns are still strong compared to other marketing channels, and if you were wondering about outbound campaigns closing higher-ticket jobs ($10k or above) the data in this sample shows that yes they do.
In fact, nearly 30% of closed revenue came from unsold estimate campaigns with average tickets of $7,500.
Chiirp Outbound Campaigns Generated $80,295 in Closed Revenue per Location in September
While closed revenue did decrease 9% month-over-month, outbound campaigns generated over $5.62 million in closed revenue across 70 businesses for an average of $80,295 per location.
This is an 80x return on investment if you assume a $1,000 monthly fee cost basis for outbound campaigns.
As we get deeper into the shoulder season, targeted outbound campaigns are something I highly recommend exploring because this is some of the lowest-hanging fruit you can attack to generate revenue with customers who are already familiar with your brand or are already in your sales cycle.
Keep an eye on your unsold estimates from other marketing channels. If that number is higher than your closed revenue, that’s an indication that your follow-up process can be improved and text message delivery is an effective way to get your customers’ attention.
Until next time . . .
-Jon