Definition
Lead scoring in email marketing combines demographic data (job title, company size, industry) with behavioural data (email opens, clicks, website visits, content downloads, form submissions). Each action earns points. When a lead reaches a threshold score, they are passed to sales or receive a different email track. Typical scoring: email open = 5 points, email click = 15 points, content download = 25 points, demo request = 50 points. Negative scores can be applied for job titles that do not match your ideal customer profile or for inactivity over a set period.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
ARPU (Average Revenue Per User)
ARPU (Average Revenue Per User) is a metric that measures the average revenue generated per email subscriber over a specific period, used to evaluate list value and campaign effectiveness.
Attention Rate
Attention rate is the percentage of email opens that last longer than 5 seconds, distinguishing genuine reads from passive opens, preview-pane views, or Apple MPP auto-loads.
Bounce Rate
Email bounce rate is the percentage of emails that were rejected by the receiving server before reaching the recipient. It is a key indicator of list health and data quality.
Campaign Internal Rate of Return (IRR)
Campaign IRR is the annualised return rate earned by an email campaign, accounting for the timing and magnitude of costs and revenue across the campaign's full lifecycle.
Campaign Lifted Revenue
Campaign lifted revenue is the additional revenue generated by an email campaign beyond what would have occurred without it, measured via a holdout group or statistical lift analysis.