Set up a lead scoring model with Automation

In this article, we will explain how to set up a lead scoring model with Automation to assign a score to your contacts according to predefined criteria.

What is lead scoring?

Lead scoring is the process of assigning a “score” to each one of your contacts that reflects their conversion potential and level of interest in your business. This score can be used to qualify leads for marketing messages or sales outreach.

To learn more about lead scoring, take a look at our detailed video on how to use lead scoring in email marketing 🚀. 

Set up lead scoring

A targeted message sent at exactly the right moment is often all it takes to convert a lead into a paying customer. But how can you figure out when the lead will be most receptive to your offer?

By setting up a lead scoring model that helps you identify the people who have shown the most interest in your product or service.

To start with take a look at our detailed video on how to set up lead scoring with Automation 🚀. 

Step 1: Create a "SCORE" contact attribute

To assign point to your contacts, you first need to create a "SCORE" contact attribute that will be used to store the score:

  1. Go to Contacts > Settings > Contact Attributes & CRM.
  2. In the Normal Attributes tab, click Add a new attribute.
  3. Name your attribute (e.g. "SCORE").
  4. Select the Number attribute type.
  5. Click OK.

Step 2: Set up your lead scoring workflow

Once you have created your "SCORE" contact attribute, you need to identify the key actions your contacts will have to take before becoming customers. Once defined, you can start putting your lead scoring model into action with Brevo!


To set up your lead scoring workflow:

  1. Go to Automation.
  2. Create a new workflow.
  3. Add an entry point to your workflow.
    Note: you can set more than one entry point if necessary, e.g. contacts who opened a specific campaign and contacts who visited a specific page on your website.
  4. Add a new step to your worklow and select Update contact attribute.
  5. Select the "SCORE" attribute and decide if you want to add or substract points.

Once you create your lead scoring model, you can perform other actions too. For example, you can use each contact’s score attribute to determine which list they should be added to. This will enable you to send email campaigns that are much more relevant to the reader.

To add your contacts to a list:

  1. Add a new step to your workflow and select Add the contact into a list.
  2. Select an existing list or create a new one.

All of your contacts with a score of 5 points will now be added to this list. You can then choose to perform more actions, like sending them an email or starting another lead scoring workflow.

Step 3: Activate your workflow

Once you are done setting up your lead scoring workflow, you can activate it to test it and allow contacts to enter it.

To activate your workflow, click Status: Inactive and select Active.

Step 4: Test your workflow (recommended)

To make sure your workflow works well, you can test it yourself:

  1. Click Test the workflow.
  2. Enter the email address you want to test the workflow with.
  3. Click DONE.

You can then check your Automation logs to see your test.


💡 Good to know
The results of your test won't appear in your Automation statistics.

Other use cases for lead scoring

Although we mostly talked about using lead scoring for dynamic segmentation, it can also be used for other purposes:

  • Instead of segmentation, you can use lead score as a trigger to immediately (or after a set period of time) send that contact a specific email or SMS.
  • Set up a score that is specific to one action (e.g. newsletter clicks) that is important to your goals and track engagement for specific contacts.
  • Find your most qualified leads to use for Faceboook ad targeting.

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo expert partner.

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