What lead scoring for email is#
Lead scoring assigns points to contacts based on fit (role, company size) and behavior (clicks, page views, replies) so automations and sales can prioritize and adapt messaging.
Why it matters#
Without scoring, every contact gets the same cadence. With it, hot leads get a human and cold ones get nurture.
What ActiveCampaign handles#
Most platforms, including ActiveCampaign, generate the records or settings you need under a domain authentication or sending settings page, and expose bounce and complaint data in reports. Confirm the exact location in ActiveCampaign's current documentation.
What you still own#
- Define fit criteria with sales and assign static points.
- Assign behavior points with decay so old activity fades.
- Set thresholds that trigger handoff, nurture, or suppression.
- Review score accuracy against closed deals quarterly.
Common mistakes#
- Scoring opens after Mail Privacy Protection.
- Never decaying scores, so everyone eventually looks hot.
Frequently asked questions#
Should lead scoring include email opens?
Give opens little or no weight. Clicks, replies, and site visits are far more reliable.
Does ActiveCampaign set up lead scoring for email automatically?
ActiveCampaign provides the values and some checks, but publishing DNS, aligning domains, and monitoring results remain your responsibility.