Hooked Score shifts the focus from measuring just aggregate opens and clicks to (a) measuring stickiness and streaks, and (b) getting these metrics for individuals. It can thus create cohorts based on engagement intensity. A simple way to measure Hooked Score is to use a multi-point exponential moving average. This places greater importance on recent actions.
Streaks are very important for marketers but haven’t received adequate attention. The goal needs to be to ensure that every message sent is being read and engaged with. It means creating an email habit. If this is not being measured, marketers have no hope of improving it. The current focus is on campaigns – segmenting the email base and then sending out a common message to that base and then measuring the efficacy of that campaign. While the overall numbers are useful, marketers need to shift focus to thinking of their customer at the receiving end of the campaigns.
Here are some of my past writings on Hooked Score:
Martech’s Magicians: Microns, Micronbox and µniverse (Part 11): “One of the key objectives is to win the transaction upstream game. This means focusing on attention, engagement and habits. A simple way to measure this is to track all the actions that a customer does with the brand communications and properties.”
Email2: Energising Engagement (Part 6): “First, measure Hooked Score for all email subscribers. Also calculate aggregate, average, and median scores. This can also be done for the past 6 months to get a trendline of change. As a side project, Hooked Scores can also be correlated with CLV (customer lifetime value) for each customer. Second, a goal can now be set for the email engagement team. Let us say the target is to double the aggregate Hooked Score over a year, which means it needs to grow 6% monthly. The email engagement team can then make its own tasks: they could focus on reactivation of the inactive base (those with Hooked Score of 0) or do a branding series with existing customers to drive greater engagement. As another side project, the team can track changes in Hooked Score with NRR (Net Revenue Retention).”