Contact Scoring

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Contact Scoring in ActiveCampaign

Introduction

Contact scoring in ActiveCampaign is a powerful feature that enables users to evaluate and prioritize the quality of their leads. By assigning numerical values to contacts based on their interactions and characteristics, businesses can identify high-potential leads that are most likely to convert. This strategic insight can greatly enhance your marketing and sales processes, ensuring that your team concentrates efforts where they matter most.

A contact score is derived from one or more rules that award or deduct points from contacts when certain conditions are met. For example, a contact might earn 10 points for signing up for a newsletter and another 10 points for purchasing a product, resulting in a total score that reflects their engagement level. Understanding and implementing contact scoring can provide a clearer understanding of customer behavior and readiness to purchase.

How to Access This Feature

To begin using contact scoring, navigate to the Contacts section on the left menu of your ActiveCampaign dashboard. From there, select the Scoring option. This will take you to the relevant page where you can manage your contact scores and set up rules.

Step-by-Step Instructions

Creating and adjusting contact scores involves the following steps:

Creating a Contact Score

1. Click Contacts on the left menu, then select Scoring. 2. Click the Add New Score button. 3. In the modal window, choose the Contact score option. 4. Enter a descriptive name for your score and describe its purpose in the provided fields. 5. Click the Add New Rule link to create a scoring rule. 6. The segment builder will open; select conditions for awarding points. For instance, clicking the left-most field allows you to define criteria such as earning 10 points for clicking any link in a campaign. 7. After setting conditions, click Save. 8. Modify points to be distributed by clicking on "Add 10 points". 9. If you wish to set an expiration for the score, click on the line of text that says Never to set the period after which points will expire. 10. Finally, click the Active button to activate your score.

Adjusting Dynamic Scores

1. Navigate to Automations on the left menu. 2. Click New Automation. 3. Select Start from scratch. 4. Add a start trigger: choose the appropriate trigger to adjust the score. 5. Ensure the "Runs" setting is changed to Multiple Times so points can be frequently adjusted. 6. Click Save. 7. In the action modal, add a score adjustment by selecting Contacts and then Adjust score. 8. Specify whether to add, reduce, or set a specific value for the score, and enter the number of points. 9. Use the Expires option to define when the points should drop off if necessary. 10. Name your automation and activate it.

Beginning Automations Based on Scores

1. From the Automations overview page, click New Automation. 2. Choose the Start from Scratch option, then click Continue. 3. Select the Score Changes trigger to initiate automations based on score thresholds.

Configuration Options and Settings

When configuring contact scores, you'll encounter several options:

• **Score Name**: A descriptive title for the score.
• **Score Description**: Details about what the score reflects.
• **Rules**: Conditions that define how points are awarded or deducted.
• **Points Expiration**: Found under the setting labeled Never—it governs whether and when points will expire.
• **Active Status**: A toggle to activate your score for use in dynamic scoring.

Understanding these options is crucial for creating effective scoring models tailored to your business needs.

Best Practices and Tips

To optimize the use of contact scoring, consider these best practices:

• **Use Clear Criteria**: Define scoring rules that are straightforward and directly tied to key behaviors indicating engagement and interest.
• **Monitor Regularly**: Keep an eye on your contact scores and adjust criteria as necessary to reflect changes in customer behavior or market conditions.
• **Leverage Automations**: Integrate scoring with automations that trigger based on score thresholds to streamline follow-up efforts and enhance engagement.
• **Utilize Expiration Wisely**: Set expiration on points to ensure that scores reflect current engagement levels; old scores may mislead your assessment of contact interest.
• **Conduct Regular Assessments**: Periodically review the effectiveness of your scoring system to ensure it aligns with your marketing and sales goals.

Common Use Cases with Examples

Contact scoring can be applied in various scenarios, including:

• **Identifying Potential Leads**: Use scores to pinpoint contacts showing interest but not yet engaged in your sales funnel.
• **Tailoring Automation**: Create automations that send targeted content when a contact reaches a specific score, such as a promotional offer for those who view product pages.
• **Engagement Monitoring**: Assess the engagement of new customers, moving them into nurturing automations if they demonstrate low interaction.
• **Forecasting Sales**: Use aggregated scores to predict revenue and adjust strategies based on where leads fall within your funnel.
• **Reactive Marketing Strategies**: Adapt your outreach based on scores, being more aggressive with highly engaged contacts ready to purchase.

Troubleshooting

Common issues that arise include:

• **Score Not Updating**: Ensure the automation being used is active and correctly configured to run multiple times.
• **Unexpected Score Changes**: Double-check scoring rules and conditions to confirm they are correctly applied.

If issues persist, refer back to the configuration steps or reach out to ActiveCampaign support.

FAQ

What types of plans include contact scoring? Contact scoring is available on the Plus, Pro, and Enterprise plans.

Can contact scores be retroactive? Yes, once created, contact scores are retroactive.

Is there a limit to how many scores I can create? No, there is no limit to the number of contact scores you can create in your account.

What is the difference between static and dynamic scoring? Static scoring runs once per contact based on rules, while dynamic scoring adjusts points each time a contact meets specified conditions through automations.

How do I adjust points for repeating behaviors? Use automations configured to run multiple times and include an action to adjust the contact score.

Can I expire points awarded for certain actions? Yes, points can be set with expiration dates based on your engagement strategies.

For additional resources, sign up and explore ActiveCampaign workshops to enhance your understanding of features like contact scoring. ```