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Reach Your Digital Newsletter Mailing List With Facebook Ads

Grow Your Digital Newsletter Mailing List With Facebook Ads

Your newsletter recipients are typically those with some general interest in your company. Maybe they've just opted in after reading some of your blog articles, or perhaps they're long time customers of yours. Whatever the case may be, the members of your newsletter build up a client base that are worthy to market to.

Thanks to a new collaboration between Facebook and Mailchimp, there is now an easy way to reach your current newsletter customers on Facebook with targeted paid promotions. Here's how.

What It Is

MailChimp recently unveiled an integration for a paid Facebook promotion targeting your current newsletter customers. You simply upload your email list to Facebook, and then develop your ad from there. (Note: This list does not have to be MailChimp-based, as Facebook also allows you to develop an audience into a custom data file ".csv")

You can also use this same device in a similar way to seek out new customers who have similar interests to your current customers. Mailchimp specifically has a great tool for this extra step, entitled their "Discover Similar Subscribers" tool. It targets a specific segment of your customers based on specific criteria, upload this specific list to Facebook, and then run your Facebook ad from there.

Why It Works

This marketing technique it yet another offshoot of the online marketer's best friend: inbound marketing. Inbound marketing fundamentally resonates with your prospective customers on a personal level, providing content that is in some way useful to them on a platform that is comfortable to them.

Facebook houses 1.19 billion monthly active users, and that number is steadily climbing. Facebook ads have the inherent ability to target specific users that would be interested in the service or product you provide, allowing you to put the right material in front of them to get them interested in your product and provide you with a lead. A simple investment in a Facebook ad can certainly go a long way.

Once you garner their interest enough to get them on your newsletter list, consistently supplying them with useful, interesting, quality content can be sufficient to turn that lead into a customer. You can ensure they are seeing the content that they will enjoy by utilizing this Facebook paid promotional tool.

How to Do It

Using Facebook's "Custom Audience" platform is the place to start. The Custom Audience is developed by using email addresses, phone numbers, Facebook user IDs (from mobile apps), or mobile advertiser IDs. These lists must have 20+ people on them to function. Naturally, if you're seeking to grow your current email list from the email list you already have, you'll want to go about this via email addresses.

There are 3 tools that you can use to build out your Custom Audience advertisement: Ads Manager, ad creation, and Power Editor. For those building a Facebook ad campaign for the first time, here's how to do it:

  1. Open Facebook's ad creation page to start making your ad.
  2. Select Create Your Audience > Create New Audience
  3. Choose to upload your Custom Audience through a MailChimp file or data file (.CSV)
  4. If uploading a data file, create a .CSV file in Excel with a customer list that you want to create a custom audience with using email addresses. It should be a single column of data with no heading.
  5. Follow the prompts.

The process could take about 30 minutes to complete.

That's it, you've created a custom audience on Facebook!  Now you can target your current subscribers through Facebook ads.

Need help getting started? Want to learn how to develop an ad campaign that is specifically effective for your company? Don't hesitate to send us an email or give us a call. We'd love to chat!

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Jason Finn

Founder & Chief Geek

Jason has nearly 20 years of consulting experience, predominantly in the technology space. Most recently he was the COO and Director of Technology for Rich Casto & Company, a national training and consulting organization in the real estate industry.
As a consultant for IBM, PricewaterhouseCoopers LLP, and Envision Consulting Group (now IMS Health), Jason has served clients of all sizes, including Big Pharma, Fortune 500, and Global 1000 companies:

  • Allstate Insurance Company
  • AOL (America Online)
  • Astellas Pharmaceuticals
  • Eli Lilly and Company
  • Ford Motor Credit
  • Wockhardt USA (formerly Morton Grove Pharmaceuticals)
  • Norwich Union
  • PNC Bank
  • Reynolds and Reynolds

Sarunas Budrikas

Creative Director

Sarunas is a web design and development expert with hundreds of successful projects in his portfolio. He is passionate about delivering extraordinary user experiences for every client and consistently goes above and beyond everyone’s expectations. As an SEO expert and strategist, he can optimize your website, or app, to get the most out of it, day in and day out. Sarunas holds a degree in Electrical Engineering from Kaunas Technology University, in Lithuania. Sarunas now lives in Chicago, and calls it home.

Alexandra Olsavsky

Client Experience Specialist

Alex specializes in content generation and social media promotion for Geek | Chicago clients, helping to solidify their presence in the online community. This includes blog writing, graphic design, co-ordination and design of weekly newsletters, and active engagement on Facebook, Twitter, Google+, and LinkedIn. Outside of Geek, Alex is a classically-trained soprano who professionally performs around the city of Chicago (most recently with the Chicago Baroque Band, and with the Rolling Stones for their "50 and Counting" tour).