For those of you who have been using social media advertising, you may know that Facebook has allowed for email list targeting for some time now. This feature is great because you can strictly target those users in your email list. Companies can even use their existing client lists to target them on Facebook for customer promotions and increasing customer value. Now, Twitter has entered the game with the option to upload lists to target with ads.
Why Email Targeting?
With email targeting, you can direct ads straight to those who you believe are the best for your promotion. For example, you have a list of customers who bought Product A and you’re having a sale on Product B that is a really good complementary item for Product A. Instead of emailing everyone on this list, you can run a campaign on Twitter to let them know about the sale. Or you can have an integrated campaign to email them and promote to them on Twitter.
Is It Just Email Targeting?
No. You can create a targeted audience with different types of lists. Email is usually what most businesses have from their clients. Not all request phone numbers. You can create lists with the following information:
- Phone Numbers
- Twitter User Names
- Twitter User IDs
- Mobile Advertising IDs
How To Create A Targeted Audience
Creating a targeted audience with Twitter is pretty simple. First you will need to have a list generated from your CRM or email software. Then you will just need to follow these steps.
1. Click Tools on your Twitter Ads navigation bar. Then select Audience Manager.
2. Click “Create Audience” on the upper right side of the UI.
Here is a picture of the @HostGator audience manager. These are small lists for a specific purpose.
3. Give your list a name, then choose the type of list you are uploading. Remember that it will need to be a .csv or .txt file.
4. Select the type of audience you’re uploading
5. Upload your file
Things To Consider
Read the Twitter Ads Terms of Service. You don’t want your account banned for doing something you shouldn’t be doing.
Separate your lists. Perhaps I just like granularity, but I like to see that we have 10k emails and 5k phone numbers that converted to targeted Twitter users. It was interesting to see.
On that same note, use multiple lists! Sometimes the email your customer gives isn’t the one they used for Twitter but the phone number is. You don’t want to miss out on being able to target them. For our lists, cell phone numbers matched up more than home phone numbers.
Don’t expect to launch a campaign immediately after uploading the list. It can take several hours for Twitter to match the contents on the list with users. I tend to upload my list before I go home for the day so that I can start the campaign the next day.
Match rate will be lower than Facebook custom audiences. With the same list, Facebook matched 4,400 users and Twitter only matched approximately 1,100.
Audience matches of less than 500 will be listed as too small and you will not be able to advertise to them.
That’s it about Twitter email list and audience targeting. Please feel free to ask any questions or express concerns in the comments below!
Kyler is a Marketing Manager at HostGator. You can usually catch him writing articles or running around to get things done. Other than that, he’s out there fighting crime. It may not be real crime, but someone has to call others out on Reddit. Check him out at KylerPatterson.com