Set up lead scoring rules for email engagement

1. Create a table with all the actions you want your ideal lead to take on your emails, such as Open or Click Call to Action.

The actions you choose will be subjective and ideally based on past research. You could look at interactions like Open Rates, Call to Action link clicks, or even engagement with the Social Footer in your emails.

2. Assign a score for each action in your table, prioritizing the actions that bring users closer to a conversion.

For example, you could assign a score of +10 if a user clicks on links in your emails multiple times.

3. Add the lead actions from your table and your scores to your CRM's contact section.

Note that not all CRM tools come with lead scoring built-in, and you might have to connect an additional app or third party system to access this feature. See your CRM product documentation to find out whether it features native support for lead scoring, or whether you’ll have to use an external tool. Add all the details on the specific actions in the list you created and assign a point score to each action. For example, you could assign a score of +20 if a user opens 3 of your emails.

4. Sign up to your email list using a test email, interact with your emails to trigger the scoring rules you set up, and check the score in your CRM to ensure the system is working properly and allocating scores accordingly.

Double-check your connections and scoring rules if your test email isn’t being recorded or your CRM isn’t assigning a score.

5. Evaluate your scoring model every month based on new customer interactions and conversions, and adjust as necessary.

You can now send personalized emails based on the stage of the sales cycle your contacts are in.