Contacts, statuses, and lead score

A contact is one person you have permission to market to. Open Audience → Contacts to see the full list.

What's on a contact

Every contact has the following fields. Most are optional — only email is required.

Field	What it's for
Email	The identifier. Must be unique per tenant.
Name	Used as a personalisation token in campaigns.
Company	The organisation they work for.
Role / Title	Their job. Useful when targeting by seniority.
Source	Where they came in — "Mail Check form", "Imported", "Landing page X", etc. Set automatically when the contact arrives via a form or import.
Product interest	Which Blankitt product they're interested in (or your equivalent if you re-skin this for your own brand).
Status	One of Lead, Customer, Churned, Unqualified.
Lead score	0–100 — see below.
UTM source / medium / campaign	If they came via a tracked link, these are populated.
Last event at	The most recent time we saw activity — open, click, form submit, etc. Drives the score's decay clock.

Statuses

Status	When to use it
Lead	Default. Anyone we have consent to email who isn't a customer yet.
Customer	Once they convert. Manual flip for now — sales-system integration is on the roadmap.
Churned	Was a customer, now isn't. Keeps them in the database for win-back without polluting your active "leads" count.
Unqualified	Explicitly not a fit (wrong industry, wrong region, etc.). Excluded from "all contacts" sends by default.

Lead score

The score is a single 0–100 number that summarises engagement. It goes up when a contact does something positive and decays when they do nothing for a long time.

Roughly:

• +10 for opening an email
• +20 for clicking a link
• +30 for submitting a form
• +5 for being identified via Mail Check on a domain you own
• −1 per week of inactivity (decay starts after 30 days of silence)

You don't tune the formula — it's a sensible default. What you do with it is target:

• Sort the contacts table by lead score, desc, to find your hottest leads.
• Build a dynamic audience filter lead score >= 70 to spin up an "engaged leads" segment.

Edit, archive, delete

Open any contact to edit them, archive them (hides from default views but keeps the row for analytics), or delete them entirely (irreversible — only do this on request to honour a privacy ask).