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Using WebbMail's Interactive Charts to Analyze Audience Response Data

The charts in your WebbMail account response section can help you spot trends that can inform you of changes you can make to keep your audience members engaged and your response numbers consistent. Here's a quick guide to handling four common email marketing scenarios:

Sending too frequently.
If your clicks and opens drop during months when you're sending more campaigns than usual, your audience may be telling you that you're sending too many emails. Consider consolidating your content so that you're sending fewer emails, or do some additional segmenting to be sure that what you're sending is relevant to the select group of people receiving them.

Sending with no consistency.
If the campaigns, opens and click lines resemble the jagged peaks of a mountain range, try mapping out a consistent sending schedule to set audience member expectations. Remember, it's quality over quantity, so don't feel like you have to send every week (or day). Spend some time planning a content strategy that gets you sending regularly. Once you identify what your most popular campaigns have in common -- a morning send-off time or a a certain kind of content, for example -- incorporate those into your newfound plan.

Declining open rates coupled with better click-through rates.
You can see by the chart that fewer people are opening your emails, but those that are, are clicking on everything and digging the content. You may have lost the interest of most of your audience, but you can win them back. Be sure your signup forms are in the right place to collect names from people truly interested in your organization, send a survey asking what your audience wants to hear from you, or try mixing things up with your subject lines to see if you can encourage additional opens.

Declining open and click-through rates.
Nobody likes to see this chart, but it happens to the best of us. It's OK -- you're in control of bringing those open and click-through numbers back up again. Take a fresh look at your content and sending strategy. Think about new ways your emails can bring value to your subscribers, whether it's new content, different promotions or something else entirely. Consider a new design look, or try laying out your content in a different way. You could also send a survey to learn what your subscribers like best and what they prefer to see less of, and then used the feedback to relaunch your newsletter strategy. It's a fantastic way to build better relationships with your members *and* have better email results to show for it.

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