Without scoring, every contact gets the same cadence. With it, hot leads get a human and cold ones get nurture.
The metrics that matter#
- Authentication pass rate: share of mail passing SPF, DKIM, and DMARC alignment. Healthy: 99% or higher.
- Spam complaint rate: Gmail enforces at 0.3%; stay under 0.1%.
- Hard bounce rate: under 2%; above 5% triggers platform reviews.
- Inbox placement: above 90% across major providers via seed tests.
- Engagement: click and reply rates by segment; opens are unreliable after Mail Privacy Protection.
Where to read them#
- Google Postmaster Tools for Gmail domain reputation, spam rate, and authentication.
- Microsoft SNDS and JMRP for Outlook.com IP reputation and complaints.
- Your ESP's delivery and bounce reports.
- DMARC aggregate reports for authentication by source.
Improving the numbers#
- 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.
Frequently asked questions#
Should lead scoring include email opens?
Give opens little or no weight. Clicks, replies, and site visits are far more reliable.