Setup checklist#
- ☐ 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.
Audit checklist#
- ☐ Confirm you are not: scoring opens after Mail Privacy Protection.
- ☐ Confirm you are not: never decaying scores, so everyone eventually looks hot.
Ongoing monitoring#
- ☐ Weekly: review provider dashboards (Postmaster Tools, SNDS) and bounce logs
- ☐ Monthly: re-run the setup verification after any vendor or DNS change
- ☐ Quarterly: full audit against this checklist
Frequently asked questions#
Should lead scoring include email opens?
Give opens little or no weight. Clicks, replies, and site visits are far more reliable.