When it comes to ROI for your mailing block, it may be good to see click and open data for audiences large and small. Maybe improving your ROI will result in more mailings which speak to narrower audiences? Or maybe you can rule that out, coming to the conclusion that your message is "one size fits all"? The answers are secondary - but the primary objective would be to examine the mailing results by number of recipients.
Navigate to Mailings > Reports > Mailing Summary Report or navigate to Mailings > View Mailings > click on Reports in the upper right corner. Once you have done so, you may follow the steps to filter the exact mailings you are looking to report on.
Click the View Reports tab
Expand the Compare Mailing Results open in the Reports panel
Select By Number of Recipients
By now, you will be able to infer how audience size may be impacting your open and click through rates. Here is a sample of what you can expect upon opening up this report:
This chart area can be customized to include many types of data. Click on the Columns button to select which pieces of data you'd like to include in your report. Notice that you can remove all columns for a fresh start, add all columns to jam pack your report full of every piece of data available, or add/subtract as you see fit:
It may even be in your best interest to filter based on any data that may be available in the columns you've selected. Click the Search button to refine your report further:
Share Your Insights
To share this information, simply click the Export button at the top of the report and click Download Excel File in the resulting pop-up.
Too Few? Too Many? Or Just Right?
Analyzing the mailing summary for the number of recipients in relation to click through and open rate performance can be a great tool to answer the question, "Do I need to narrow my focus for the various demographics I am sending to, or are things just fine the way they are?" You may even find it appropriate to take an even simpler approach and send the same message to a wider audience. In the end, it will either save you time or get you more ROI on your mailing block investment.