Quick Answer
Yes, you can upload an email list to LinkedIn ads. LinkedIn allows advertisers to target their ads using customer email lists. To do this, you need to upload your list of email addresses as a .csv or .txt file in the LinkedIn Campaign Manager. LinkedIn will then match the email addresses to member accounts and allow you to create targeted campaigns.
Overview of Using Email Lists for LinkedIn Ads
Uploading an email list is a targeting option for LinkedIn ads that allows advertisers to reach a specific set of people based on their email addresses. Here is an overview of how it works:
- You start by compiling a list of email addresses you want to target. This could be a list of existing customers, leads, or other contacts.
- The list needs to be in a .csv or .txt file with one email address per row.
- You upload this file in the LinkedIn Campaign Manager under “Audiences”.
- LinkedIn checks the email addresses against member accounts and matches the ones that exist.
- You can then create ad campaigns targeted to the matched email list.
- When those people log into LinkedIn, they will see your ads.
The key benefit is you can precisely target people you already have relationships with. It allows your LinkedIn ads to promote further engagement, sales, and retention.
Step-by-Step Guide to Uploading Email Lists
Uploading an email list to LinkedIn for ad targeting only takes a few steps:
- Compile your list of email addresses into a .csv or .txt file.
- Log into LinkedIn Campaign Manager.
- Under the “Audiences” section, click “Create audience”.
- Select “Contact targeting” and then “Email address”.
- Name your audience and upload your .csv or .txt file.
- LinkedIn will process and match the email addresses.
- The audience will then be available to select for ad targeting.
Here are more details on each step:
1. Compile Email List
Your email list needs to be in a .csv (comma separated values) or .txt (plain text) file. Each row should contain a single valid email address. Be sure to check for formatting errors or duplicate emails. You can compile the list manually or export it from a database or email program.
2. Access LinkedIn Campaign Manager
You need to upload the email list within LinkedIn Campaign Manager rather than Ads Manager. Campaign Manager has more advanced targeting options. Log into your LinkedIn account and go to the Campaign Manager.
3. Click “Create Audience”
In Campaign Manager, click on the “Audiences” tab. Click the “Create audience” button to add a new targeted audience.
4. Select “Email Address”
On the next page, choose the targeting method “Contact targeting” and then select “Email address”. This will allow you to upload a list.
5. Name Audience and Upload File
Give your audience a name so you can easily identify it later. Then upload your .csv or .txt file that contains the email list.
6. LinkedIn Will Process the List
Once you complete the upload, LinkedIn will start processing and matching the email addresses to member accounts. This may take some time depending on the size of your list.
7. Use Audience for Ad Targeting
When your email address audience is ready, you will be able to select it as the target for your LinkedIn ad campaigns. The ads will be shown to the members whose emails matched.
Best Practices
Here are some best practices when using email lists for LinkedIn ad targeting:
- Test a small list first – Try a sample of 100-200 emails to see match rates.
- Check formatting and quality – Correct any formatting errors and remove invalid emails.
- Keep list up-to-date – Upload updated lists regularly to target new emails.
- Personalize ads – Craft messaging that relates to those contacts specifically.
- Measure ROI – Review analytics to see engagement and conversion rates.
- Combine with other targeting – Layer on job titles, companies, etc for a focused audience.
- Comply with regulations – Follow applicable email and privacy laws in your region.
Using accurate, up-to-date email lists along with relevant messaging and targeting gives you the best results from LinkedIn ads.
Email List Requirements
LinkedIn has a few requirements when uploading email lists:
- File type must be .csv or .txt
- Maximum file size is 100MB
- Can have up to 300,000 rows of email addresses
- Only exact email address matches qualify for targeting
- Email addresses found to be invalid will be removed
It’s also recommended to only upload lists you have permission to use for advertising purposes.
Match Rates
When uploading an email list to LinkedIn, not all addresses will match to member accounts. On average, LinkedIn sees match rates around 30-40%. However, this can vary significantly based on the quality and accuracy of your list.
Here are some factors that affect match rates:
- Number of inactive or invalid email addresses.
- Whether the list comes from a reputable source.
- If you have permission to target the individuals.
- Whether the contacts use and engage with LinkedIn.
- If work emails are being used rather than personal emails.
You will be able to see the number and percentage matched in Campaign Manager. Focus your efforts on quality lists likely to have higher match rates.
Advertiser Recommendations
LinkedIn provides these recommendations for advertisers using email list targeting:
- Use current customer and partner email lists you have an existing relationship with.
- Target contacts that would find your products or services relevant.
- Ensure you have permission to market to the list under applicable laws and regulations.
- Inform contacts they may receive ads due to email targeting.
- Include an unsubscribe option in your ads and landing pages.
- Don’t purchase general consumer email lists of unknown origin.
Following these tips will lead to more successful ad campaigns and avoid issues with spam, irrelevance, and privacy concerns.
Frequently Asked Questions
Here are answers to some common questions about using email lists with LinkedIn ads:
Can I target personal or work emails?
You can use both personal and work email addresses. However, work emails tend to have a lower match rate.
Does the list need to be exclusively for LinkedIn?
No, you can use the same email list for different platforms. LinkedIn will just match to member accounts.
Can I combine email targeting with other targeting options?
Yes, you can layer email lists over other demographic and interest targeting for a more focused audience.
Can I reuse an uploaded targeted audience?
Yes, you can use an audience more than once across multiple ad campaigns and time periods.
Are there any restrictions on the email sources?
LinkedIn recommends against using purchased consumer email lists of questionable origin. Focus on lists you have permissions for.
Conclusion
Uploading an email list to LinkedIn Campaign Manager unlocks the ability to precisely target your ads to key contacts. By following best practices and LinkedIn’s requirements, advertisers can drive greater engagement and conversion from LinkedIn ads using this tactic. Make sure to compile a targeted, high quality list, and measure results over time as you optimize both the list and your ad campaigns.