Lead Scoring in Delivra helps you prioritize and evaluate your contacts based on how well they match your ideal customer profile and how they engage with your content. Scores are broken down into two core components: Demographics and Actions. You can also include Category Activity for even more refined scoring.

This article walks through how each component works, with tips to help you get the most from your scoring model.

Demographic Scoring

Demographic scoring allows you to assign points based on specific contact data fields like Industry, Job Title, City, or any custom field associated with your contact records — even those from extended or custom tables.

Grouping logic plays a key role:

• Use AND to require all conditions to be met.
• Use AT LEAST ONE if you want a contact to meet any single condition in the group.
• No matter how many criteria in a group are met, a contact will only receive the point value once.
  

Example:
If your ideal customer works in Media, Software, or Manufacturing, you can group these industries and assign 10 points. Since it’s unlikely a contact belongs to multiple industries, this grouping ensures fair and relevant scoring.

Action / Inaction Scoring

This part of Lead Scoring tracks what your contacts have done (or not done) with your sent campaigns. You can assign or subtract points based on:

• Opened / Did Not Open
• Clicked / Did Not Click (specific URL)
• Clicked any URL
• Clicked from SMS
• Submitted a Form
• Viewed (e.g., a landing page or form)
• Purchased
  

Each action can be evaluated with these timing options:

• Anytime
• Before a specific date
• Within a number of days
• Before a specific date, and within a number of days
  

Important note:
These actions apply to all campaigns sent from your account. A contact will earn points for each instance of the action taken.

If you want to apply scores tied to specific campaigns, check out our separate guide: Contact scoring for campaigns

Category Activity Scoring

This option lets you assign points when a contact joins or unsubscribes from a category. Like Actions, this can be evaluated by:

• Anytime
• Before a specific date
  

Every time a configured category is joined or unsubscribed, the scoring logic will be applied accordingly.

Best Practices and Tips

• Start simple and iterate. Use broad rules at first, then refine based on campaign performance.
• Use negative scoring to lower scores for disengaged or unqualified contacts (e.g., "Did Not Click").
• Combine demographics with behavior for well-rounded lead profiles.
• Review scoring distribution periodically to ensure scores still reflect quality engagement and fit.
• Leverage scores to segment contacts for nurturing campaigns, sales alerts, or re-engagement efforts.
  

Use Case Examples

• Sales prioritization: Notify your sales team when a contact hits a specific score based on industry match + multiple campaign clicks.
• Nurture campaign routing: Route contacts into a different automation path based on their score thresholds.
• Identify cold leads: Lower scores for contacts who haven’t opened or clicked in a set timeframe, flagging them for re-engagement.
  

For questions or assistance setting up your scoring strategy, feel free to reach out to our Support team by emailing support@delivra.com.