Email Marketing Ratios

[taff]

I'm sending out a bi-monthly email newsletter that contains different types of article. What I'm trying to calculate is a useful metric for understanding which articles are the most popular, but I need to factor in that they don't appear in equal number, i.e. not every email has the same number of each article type.

I have access to all the data I need, such as number of clicks, number of instances of each article type per email etc. but I'm just struggling with what the calculation should be!

Any help much appreciated.

 

[lev888]

To determine which type was most popular on a particular day (average # of click per article of the type) I would:
1. get total number of clicks for each type
2. divide by the number of the articles of that type.
3. sort types by the resulting metric.

 

[taff]

Thanks for your response, that's helpful.

Do you think if I factored in the total number of email opens I could somehow turn this into a percentage showing something like - of the total number of potential clicks for article type 'x', the percentage of actual clicks were... ?

What would your flow look like for that do you think? I'm trying to put this into an Excel doc to work out the sum basically

 

[lev888]

You can calculate this percentage, but I am not sure how to combine it with the first metric. Look into web/email analytics.