How-to
Tags and lead score
Label contacts with tags and score their engagement, from the dashboard, the API, the MCP server and automation steps, and use both in filters, triggers and conditions.
Tags are short labels on a contact, such as customer, vip or webinar-2026. The lead score is a whole number on each contact that you raise or lower as they engage, for example +10 for a click. Both are meant for flows: they start automations, end them, and route contacts down branches, and your app or CRM can set them with the API.
| Tags | Lead score | |
|---|---|---|
| Stores | Any number of labels | One whole number, starting at 0 |
| Set from | Contact page, create dialog, API, MCP, Add tags and Remove tags steps | Contact page, API, MCP, Update score steps |
| Filter contacts | All tags filter on the contacts list | Score column (sort) |
| Automations | Tag added and Tag removed triggers, tag rules in conditions, waits, goals and exits | Score changed trigger with a threshold, score rules in conditions |
Tags
Tags are stored in lowercase, with spaces trimmed and runs of spaces collapsed, so VIP, vip and Vip are the same tag. A tag can be up to 64 characters, and a contact can have any number of them.
- On a contact: open the contact, and in Tags type a tag and press Enter or a comma to add it, or select × on a tag to remove it. Suggestions come from the tags already used in the workspace.
- New contacts: Add contact has a Tags field.
- Contacts list: the Tags column shows the first three tags. The All tags filter in the toolbar lists the workspace’s tags with how many contacts have each; pick one or more to show contacts with any of them.
Every change sends a contact.updated event with the new tags and the old ones in previous.tags. Webhooks subscribed to contact.updated get it, and it starts Tag added and Tag removed triggers.
Tags with the API
| Do | Request |
|---|---|
| Add tags | POST /v2/contacts/{id}/tags with { "tags": ["customer"] } |
| Remove tags | DELETE /v2/contacts/{id}/tags with { "tags": ["trial"] } |
| Replace all tags | Update a contact with tags, or change some with add_tags and remove_tags |
| Tag a new contact | Create a contact with tags |
| Find contacts by tag | List contacts with filter[tag]=customer (comma-separate several for any of them) |
| List the workspace’s tags | GET /v2/contacts/tags |
{id} is the contact ID or email address.
curl https://api.emailit.com/v2/contacts/ada@example.com/tags \
-X POST \
-H "Authorization: Bearer $EMAILIT_API_KEY" \
-H "Content-Type: application/json" \
-d '{ "tags": ["customer"] }'Lead score
The score starts at 0 and can go negative. On the contact page, Lead score shows it; enter points and select Add, Subtract or Set. The contacts list has a sortable Score column.
Scores are usually changed by automations: add an Update score step after the actions that matter, for example +10 in a Wait until Link clicked branch or +20 when a form is submitted, and -5 when a reminder goes unanswered. Use the score in a Score changed trigger with Crosses set, which starts once when a lead reaches the threshold, and in conditions such as “Lead score is at least 50”.
Every change sends contact.updated with score and previous.score.
Segments (alpha) can filter on both: Tags has any of, has all of or has none of, and Lead score is at least, at most or between. Tracked segments pick up tag and score changes like any other contact change.
With the API, POST /v2/contacts/{id}/score changes it atomically, so parallel updates don’t overwrite each other:
curl https://api.emailit.com/v2/contacts/con_2kq8Vt4xLm7Rz/score \
-X POST \
-H "Authorization: Bearer $EMAILIT_API_KEY" \
-H "Content-Type: application/json" \
-d '{ "operation": "add", "value": 10 }'operation is add (default), subtract or set. You can also set score when you create or update a contact, and filter the list with filter[score][gte] and filter[score][lte].
Sync your CRM or app
Tags, the score and custom fields are how your other systems steer automations. When your CRM or shop updates a contact through the API, the change sends contact.updated, and automations react within seconds:
| In your system | Update the contact with | In automations |
|---|---|---|
| A deal is won, an order is paid | Tag customer, or a purchased custom field set to true |
Exit conditions on sales sequences, Tag added to start onboarding |
| The lifecycle stage changes | A Select custom field lifecycle_stage |
Contact updated with Field that changed, conditions on the stage |
| A rep is assigned | A custom field account_manager_email |
Reply to {{cf.account_manager_email}} on Send email |
| Product usage | POST /v2/contacts/{id}/score |
Score changed with a threshold |