Analyzing Outbound Campaigns - September 2024

👋 Hey, Jon here! This week, we are examining the revenue generated from Chiirp outbound campaigns across 160 businesses for August. These businesses include HVAC, plumbing, roofing, and garage doors.

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

• Response Rate: 11%

• Total Revenue Opportunity: $464,467 per location

• Closed Revenue: $280,727 per location

• Closed Revenue Generated (160-location sample): $45 million

• Estimated ROI: 280x

Chiirp Outbound Campaigns Had a 13% Response Rate in September

The audience size for Chiirp outbound campaigns across this 160-business sample decreased from 437,000 in August to just over 406,000 in September.

Although the audience size decreased by 7%, response rates increased from 11% in August to 13% in September, resulting in over 52,000 responses (up from ~50,000 in August) and over 31,500 net-new booked jobs (up slightly from the 31,000 in August):

Net-new bookings have had a stready up-and-to-the-right curve with the trend continuing for another record month (although only slightly).

The sample size has increased from prior periods throughout the year, so that is something to consider, but net new bookings per business in this sample have increased similarly to overall bookings (171 new bookings per business in July vs. 194 per business in August vs. 196 in September).

Of the customers who responded to outbound messages, 60% booked a job (down from 62% in August), and of those who received a message, 7% booked a job (no change from August), spending an average of $3,038 (down from $4,045 in July and $3,259 in August).

For every 1,000 impressions from Chiirp outbound campaigns, $212,660 was earned, down 7% from August, but up 98% since January:

There are very few, if any other marketing channels that generate multiple 6-figures per 1,000 impressions served. Your existing audience is the path of least resistance to unlocking additional revenue (and less expensive because they are already in your funnel).

Chiirp Outbound Campaigns Generated $423,062 in Revenue Opportunity per Location in September

Of that total revenue opportunity generated, 66% converted into sold / closed revenue, down slightly from 67% in August but still well above our 50% total to sold/closed conversion rate benchmark.

In total, Chiirp outbound campaigns generated just under $68 million of revenue opportunity across the 160 businesses in this sample.

Chiirp Outbound Campaigns Generated $251,562 in Closed Revenue per Location in September

In September, Chiirp outbound campaigns generated just over $40 million of closed revenue across this sample of 160 businesses (up from $45 million in August) despite a 7% month-over-month decrease in audience size.

Although revenue per brand has come down since July, it’s up 37% since January:

We continue to see strong outbound strategies deliver outsized revenue-generating performance and we look forward to reporting through shoulder season to see how the performances trends to finish out 2024.

Until next time . . .

-Jon