Wyra researches every person who matches a persona and gives them an Outreach Score from 0 to 100. Only prospects scoring 50 or more are contacted. This article explains what the score weighs, where you see it, and how to change who gets selected.
The rule: 50 or more
Every prospect is scored before any message is written. The bar is the same for every campaign, and it always applies.
| Score | What it means |
|---|---|
| 80 and above | Strong fit. Contacted. |
| 65–79 | Good fit. Contacted. |
| 50–64 | Moderate fit. Contacted. |
| Below 50 | Disqualified. Left out of outreach, with the reason in writing on the campaign's page. |
Qualifying happens after launch, person by person, as Wyra selects people from the pool. The persona decides the pool, and the score decides who in it hears from you.
What the score weighs
Wyra looks at each person in four ways:
| What Wyra checks | What it asks |
|---|---|
| Location | Is the person in a place your campaign targets? If you set places under Where, someone outside them is disqualified. |
| Role and industry fit | Does their job match the titles in your persona, and does their company work in one of its industries? Wyra reads the person's title, headline and background. |
| Reachability | Can Wyra reach them on the campaign's channels? That means a verified email address, a usable LinkedIn profile, or both. Wyra emails verified addresses only. |
| Timing | Is something happening at their company that makes now a good moment? Wyra researches recent signals: funding, hiring, growth such as a launch or expansion, and signs of buying intent. |
What a higher score tells you
The score brings together how closely the person matches your persona, how well Wyra can reach them, and the timing signals at their company. The higher the score, the stronger the overall case for reaching out now.
That makes the score a good way to decide who to follow up with personally first. Sort Interactions by Outreach Score, highest first, and start at the top.
Where your offering comes in
Your offering shapes the score through the persona. The persona's industries start from the offering, and the campaign builder warns you when the titles or industries you chose differ from the people who buy it. The offering also shapes what each qualified person hears: Wyra uses its pain points, outcomes and proof to write the reason to talk, the talking points and every message.
If the builder warns that your persona differs from who buys the offering and you choose Target them anyway, Wyra accepts the industries and job titles you picked as the fit. The rest of the score still counts, and only prospects scoring 50 or more are contacted.
When a prospect is disqualified
A prospect who falls short is disqualified, with the reason in writing. They stay out of outreach and out of Interactions. You see them under Disqualified in the campaign's prospect pool. The reasons you'll see:
| Reason shown | What it means |
|---|---|
| Role or company profile didn't match | Their title or their company's industry falls outside the persona. |
| Outside target geography | They're outside the places the campaign targets. |
| No verified email. Omitted from outreach. | Wyra has no verified email address for them, so they're left out of outreach. |
| Didn't fit the campaign's channel strategy | They can't be reached the way this campaign reaches out, such as LinkedIn only. |
| Didn't score high enough on fit and timing | The overall picture of fit, reach and timing came in below 50. |
| Didn't meet campaign criteria | Any other reason for disqualification. |
Where you see the score
| Where | What you see |
|---|---|
| Campaign prospect pool | Every prospect Wyra has evaluated. Qualified people show their score and fit rating, why they fit, why now, and up to three signal tags. Disqualified people show their reason. See Running a campaign. |
| Campaign performance | The mix of Strong, Good and Moderate fits the campaign is reaching, and how many people it evaluated. |
| Interactions | The score beside each prospect's name. Filter by a score range between 50 and 100, or sort by score. |
| Lead profile | The score beside the name. Insights explains the person, and Why now shows the signals behind the timing. See Lead profiles, insights and notes. |
| Exports | An Outreach Score column in every Interactions export. |
| Chat | Ask Wyra how qualifying works, or to show you the people a campaign is reaching. |
- "Show me the people the Fintech CTO campaign is reaching."
- "Why would a prospect be disqualified?"
- "Show me three real people this campaign would reach, and what we'd say to each."
- "How can I get more people to qualify in this campaign?"
Previews and example prospects
Before launch, you can ask Wyra in Chat to show you real people a campaign would reach, with the message each would get. The campaign builder also shows Illustrative Prospects on the Why Now step. Both are previews. A previewed person is contacted only if they score 50 or more once Wyra researches them further after launch.
Campaigns from your own list
People from your own list are scored too, and the same rule applies: only those scoring 50 or more are contacted. One thing changes. You chose these companies or people, so Wyra treats your choice as the fit decision.
- Person LinkedIn URLs: Wyra takes the people you named. A person on your list is mostly disqualified only when Wyra can't reach them.
- Company domains or company LinkedIn URLs: Wyra selects the people inside each company using the job titles you entered. Those titles do the work the persona does for a database campaign.
Reachability and timing still count, so list prospects get scores and fit ratings like any other. See Campaigns from your own list.
Why relevance beats volume
- Better replies. A message to the right person at the right moment gets read. A message to the wrong person gets ignored, or marked as spam.
- Healthier mailboxes. Fewer bounces and spam reports keep your AI SDRs' mailboxes and domains in good standing, so the messages that matter land in the inbox.
- Your brand stays intact. Every person who hears from you is someone you'd be happy to have contacted.
- Your team's time goes further. Replies come from people worth a conversation.
How to change who gets selected
If too few people qualify, or the wrong people do, the fix is almost always upstream, in the persona or the offering.
| Change | Effect |
|---|---|
| Sharpen the job titles | List the roles that actually buy. Use Exclude Titles for roles that keep slipping in. |
| Pick industries precisely | Keep only the industries where your offering wins. A narrower industry list means fewer disqualified prospects. |
| Set the sub-industry in your offering | A precise industry and sub-industry, such as Commercial Banking rather than Financial Services, gives the persona a sharper starting point. |
| Use Where, Company Size and Keyword | Narrow the pool to the places, company sizes and specialisms you sell to. |
| Make the offering specific | Clear pain points, outcomes and proof help Wyra spot why now matters for each person, and make every message stronger. See Building an offering in Chat. |
| Keep companies out | Add their domains or email addresses to the Unsubscribe list, for example your existing customers. Wyra won't select anyone on it. |
| Bring your own list | When you already know the accounts or people you want, upload them instead. |
Make these changes in the campaign builder, or ask Wyra in Chat. See The campaign builder, step by step.
Where to go next
- Running a campaign: the prospect pool and disqualified reasons.
- The campaign builder, step by step: persona, Why Now and messaging.
- Campaigns from your own list: how list prospects are qualified.
- Lead profiles, insights and notes: the research behind each qualified prospect.
Read next: The message framework, for what each qualified prospect receives.