The one-sentence version#
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 you should care#
Without scoring, every contact gets the same cadence. With it, hot leads get a human and cold ones get nurture.
The mental model#
Think of lead scoring for email as a contract between you and the mailbox providers receiving your mail. You publish or configure something they can check; they check it on every message; the result feeds their decision about where your message lands. Everything below is about making that check pass consistently.
Your first setup, step by step#
- 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.
Words you will see#
- Mailbox provider: Gmail, Microsoft, Yahoo, Apple, and the corporate gateways that decide where mail lands.
- Authentication: proof that a message is from who it says it is (SPF, DKIM, DMARC).
- Reputation: the provider's running score of your domain and IP.
- Placement: whether a message reaches the inbox, spam, or is rejected.
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.