Audience Type: CRM

CRM data onboarding allow you to leverage email lists in your campaigns. If you conduct part of your business off your website, want to re-engage old customers, have a seasonal offering, or need to build on your existing campaign audience, CRM audiences can be an effective tool. There are a few ways you can do this, either by uploading a static list of emails you have downloaded, or by connecting a dynamic CRM list from either Salesforce, Hubspot, or Marketo. See below for more details on these different audiences and how to handle them

Create a Static CRM Audience (.CSV Email List)

Watch this short video on how to get started or review the steps below:

  1. Navigate to your Audience tab
  2. Click New Audience
  3. Select CRM for Audience Type
  4. Upload your .CSV file and complete the remainder of the form
  5. Save

Format Your Email List

Your CRM file needs to be formatted correctly for your list to match correctly.

  • File must be formatted as .CSV
  • List must contain at least 100 unique user emails
  • All emails must be listed in a single column. Do not list any information other than the emails you would like to match
  • Remove any empty rows
  • Maximum file size: 10MB

Best Practices

Here are some tips for preparing your lists for CRM data onboarding:

  • Use personal emails where possible. Work emails have a lower match rate.
  • Make sure your email database is up to date; add an email validation step during signup workflows to help make sure visitors provide active emails.
  • Consider combining a CRM audience with other audience types to boost performance. Remember, the larger the audience your campaign has, the more optimization we can perform!

Additional Considerations

  • Static CRM audiences can't be edited after they're created. Total visitors reflects the number of emails in your list.
  • The initial cookie matching process can take up to a 72 hours. Please take this into consideration when planning your CRM campaign.
  • Note that it is normal and expected to match multiple cookies to each email. For example, it would be normal to upload a list of 1,000 emails and match a cookie audience of substantially more than that. While the exact amount of cookies matched to an email varies greatly based on how many devices, browsers, and locations a user is browsing with, anything from 3 to 10 cookies per user as an average is normal, and higher than that is also possible.
  • If you are using a static CRM audience, uploading the same list at a later time will result in a different number of matched cookies, and it is highly recommended to update a static CRM list at least once every 120 days or so to ensure that you are matching the most up to date cookies possible to your target emails.
  • Note that due to data protection regulations, the RollWorks Customer Support team CANNOT upload CRM audiences for customers, but are happy to walk you through troubleshooting steps.

Connecting a CRM Audience via Salesforce

See here for a full guide on defining and syncing an audience from Salesforce.

Connecting a CRM Audience via Marketo

See here for a full guide on defining and syncing an audience from Marketo.

Connecting a CRM Audience via HubSpot

See here for a full guide on defining and syncing an audience from HubSpot.

How to Exclude a CRM Audience

Excluding an audience from a campaign means that we won't show ads to people in that audience. To exclude a CRM audience:

  1. Go to your Audience tab.
  2. Click on the CRM audience that you want to exclude. You can do this with both static and dynamically synced audiences.
  3. Under Campaigns with Audience, switch the Target toggle from Target to Exclude.
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