Lead scoring helps you determine which subscribers are your best leads based on their level of engagement when it comes to email and website activity, form submissions, and custom events. Say you run an online store and want to know when a lead is warmed up and ready to become a customer. Lead Scoring better helps you make those identifications.
In this article:
- Enable lead scoring in your account
- Configure your lead scoring criteria
- Subscriber lead score activity
- Lead scoring events
- Segment subscribers by lead score
- Automation and lead scoring
- Disable lead scoring in your account
To enable lead scoring:
- From your Drip account, click your Account Settings ().
- In the drop-down, click Lead Scoring.
- Click Enable Lead Scoring.
- Once enabled, you can begin to configure your lead scoring criteria.
Now that lead scoring is active in your account, you can configure the different criteria you'd like to update your subscribers’ lead scores by.
In Special Pages, you can include the paths to web pages you’d like to increase a leads score by when a subscriber visits the web page.
Enter the path to the page you’d like to apply a score value to, then select the number of points you’d like to increment a subscriber’s lead score by when they visit the page.
There are three fields reserved for your Special Pages Lead Scoring:
Field One: Can increase a subscriber’s lead score up to 10 points.
Field Two: Can increase a subscriber’s lead score up to 10 points.
Field Three: Is reserved for any webpage you’d like to use to decrease a subscriber’s score when they visit it. This would only need to be used if you have a page on your site that should reduce a subscriber's lead score. For example, if someone opts to cancel their account with the service you're providing.
By using that third spacial pages field, you’re able to determine whether or not the individual visiting your site has intentions outside of becoming a customer of yours.
Need to add additional Special Pages? Learn about how to do that here.
Moving on to the next lead scoring parameter, Email Engagement allows you to increase a subscriber’s leads score up to 5 points each time they open or click a Drip email.
If you record your own custom events, you can increase or decrease a subscriber's leads score based on the actions they take.
To add a custom event:
- Click Add an event.
- Enter the name of the event into the field.
- Select the number of points you’d like to increase or decrease a subscriber’s lead score by each time the event is recorded by Drip.
You can increase a subscriber’s lead score when they submit one of your Drip forms.
To apply a lead score to a Drip form:
- Click Add a form button.
- In the drop-down, select the Drip form you’d like to set a score value for.
- Select a point scale of 1-10 you’d like to increase your lead’s score by.
Note: Only Drip forms can be chosen for this lead scoring criteria.
Use this setting to determine when a subscriber should become a full-on lead.
Until this score is met by a subscriber, they're only considered to be a “prospect”. However, once they reach your lead threshold, it would be safe to assume they’re highly engaged and should be handled with a greater priority.
You can set your threshold score to be anywhere between 5 - 150 points. By default, this score will be set to 65 if you do not select a different value. It’s important to remember that your process for determining when someone is a good lead can be very unique. We suggest you take some time to consider the score that best fits your lead vetting methods.
When a new subscriber is added to your Drip account, they'll automatically get flagged as a prospect and assigned the initial score you've chosen for your account.
By default, this value is set to 30 points. As with determining a lead threshold, take some time to consider the score that works best for your own lead vetting process.
When you view an individual subscriber’s timeline, you’ll be able to filter their activity feed to only show the activity which has attributed to their current lead score.
To filter a subscribers activity feed by lead score activity:
- Go to an individual subscriber's timeline.
- To the right of the subscriber's email address, click the lead scoring icon.
- The subscriber's timeline will filter to only show lead score activity.
The subscriber's activity feed will now only show the activities which have attributed to their lead score.
There are a number of events recorded by Drip that can either increase or decrease a subscriber’s lead score.
Here is a list of Lead Scoring events:
Became a lead
Records when a subscriber’s lead score reaches your account’s Lead Threshold value.
Became a potential lead
|Records when a subscriber becomes a potential lead.|
Became a prospect
Records when a subscriber’s lead score reaches your accounts Initial Score value.
Became a non-prospect
Records when a subscriber’s lead score has decreased below the initial score
Viewed eight pages in one visit
Visited twice in a week
Inactive for a week
Records when a subscriber does not take any scorable actions for a full 7-day period.
Automatic scored events
Of the events above, the following automatically increase or decrease a subscriber's lead score accordingly.
Visited twice in a week
Increases a subscriber's lead score by 8 points.
Viewed eight pages in one visit
|Increases a subscriber's lead score by 7 points.|
Inactive for a week
|Decreases a subscriber's lead score by 4 points. This decrement model remains until the subscriber's lead score drops below the Initial Score, at which time their score will decrease by 1 point each time this event is recorded.|
It’s possible to segment your list by lead score. This allows you to group together subscribers who have commonalities in their lead scores.
To segment your subscribers by lead score:
- In your account, navigate to the Subscribers tab > List tab.
- Using the subscriber filter, select Lead from the first drop-down.
- From the second drop-down, select the criteria you’d like to segment by.
When you filter by either score is greater than, or score is less than, both criteria accept an additional numerical value of your choice to represent the lead score you'd like to segment by.
For example, the following filter returns a segment of subscribers with lead scores greater than 65 points.
The following filter returns a segment of subscribers with lead scores less than 65 points.
The is a prospect filter return a segment of subscribers who have not yet reached the Lead Threshold you’ve set in your account.
The is not a prospect filter returns a segment of subscribers who have not yet reached the Initial Score you’ve set in your account.
Segment by Lead Scoring events
You can use the Events performed filter to segment your list by specific Lead Scoring events.
For example, the following filter returns a segment of subscribers who were Inactive for a week during the previous calendar month.
You can trigger automation in your workflow and rules when a subscriber reaches the Lead Threshold you've configured in your account.
When a subscriber’s lead score reaches that value, Drip records the following event:
Became a lead
For example, the workflow below will pull in any subscriber who becomes a lead.
In a rule, the Became a lead event can be used as the trigger step to the automation.
Additionally, you’ll also find that in workflows you can use lead scoring to set the criteria for decisions.
The filter criteria are the same as was covered in the section about segmenting your subscriber list by lead score (Review that section).
Aside from triggering automation, you can automatically turn a subscriber into a prospect with the following action:
Flag as a prospect
When that action is applied to a subscriber, they’ll be applied the Initial Score lead value you’ve set in your account.
In workflows, apply the action wherever you'd like to flag subscribers as prospects.
In rules, you can flag subscribers as prospects in the action step of the automation.
In the event you’d like to disable lead scoring inside your Drip account, you must first contact our support team and let us know that you’d like to have it disabled. There is not a way to disable this feature from inside your account.
Frequently Asked Questions
What happens after lead scoring has been disabled?
Disabling lead scoring in your account will not remove scores previously awarded up to that point. New incoming subscribers, however, will not be assigned an initial score value after lead scoring has been disabled.
Drip continues to track lead scoring behind the scenes, and you are still able to see lead score activity for subscribers who already hold a value for their lead score at the time the feature is disabled.
Why do I see a discrepancy in the lead scores of my subscribers?
Drip runs a behind-the-scenes process each night to update any outstanding lead score activity that should be awarded to your subscribers. Once the process has completed, you’ll see your subscribers’ lead scores updated throughout your account.
Although the value of a subscriber’s lead score might not immediately increase or decrease as expected, you can visit an individual subscriber’s profile to view the most up-to-date score.
Once there, switch to view the subscriber’s Lead Score Activity.
You’ll notice the subscriber’s lead scoring activity is up to date via their timeline, however, the value displayed next to the subscriber’s email address may differ until the behind-the-scenes process has completed its update cycle.