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.
Getting started#
- 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.