Contact Audiences Guide

What are Contact Audiences

Contact Audiences are email lists that are manually uploaded or automatically synced to the RollWorks platform through your CRM, or MAP Integrations.

RollWorks matches the email addresses in your Contact Audience to web browser cookies to display Ads to the contacts in your email lists. 

Once you import a new contact audience to the RollWorks platform, it can take up to 72 hours to be ready before the cookies are matched to the email addresses and you can start displaying Ads by launching a Campaign.

Using Contact Audiences as part of your ABM strategy provides the following benefits:

  • Reach out to known contacts and complement your contact nurturing programs with cross-channel retargeting.
  • Multiply the investment in your email database by leveraging your email audience on display. RollWorks makes it easy to onboard your first-party contact audience data.
  • Connect online and offline campaigns by integrating your offline contact audience data to deliver consistent and relevant messaging to your audiences.

 

When to target Contact Audiences

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, contact audiences can be an effective tool.

Targeting Contact Audiences can help you define key audiences that can't be identified through your website activity alone:

  • Customers who converted prior to placing the RollWorks Pixel in your website to track your web visitors.
  • Seasonal purchasers, or customers who purchased specific products.
  • Visitors with long sales cycles that have fallen out of your set Audience Duration.
  • Prospects who shared their contact information at an offline event.
  • External user lists from your email service provider or purchased email lists. 

Once you have created your Contact Audiences following this article, you can create campaigns to target them. Click here to learn how to create a Campaign to target Contact Audiences.

 

How to import email lists to RollWorks

You can leverage your email lists to import Contact Audiences into the RollWorks platform in the following ways:

 Source Description Automatic sync available

CSV.png

Upload a CSV file

Manually upload a static CSV file including a list of email addresses.

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Sync from Salesforce

Add and sync your existing email lists using the Salesforce Integration.

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Sync from HubSpot

Add and sync your existing email lists using the HubSpot Integration.

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Sync from Marketo

Add and sync your existing email lists using the Marketo Integration.

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Sync from Oracle Eloqua

Add and sync your existing email lists using the Oracle Eloqua Integration.

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Sync from Pardot

Add and sync your existing email lists using the Pardot Integration.

 

Import Contact Audiences via API

Add and sync your existing email lists using our API.

This is a customized solution, please reach out to your Customer Success Manager to learn more.

 

Upload a CSV file 

When you create a Contact Audience in RollWorks using a CSV file, this audience will be static and cannot be edited after you create them. 'Total visitors' will reflect the number of emails in your list.

We recommend updating your static Contact Audiences list at least once every 4 months to ensure that you are matching the most up-to-date cookies possible to your target email addresses.

Due to data protection regulations, the RollWorks Customer Support team cannot upload contact audiences on your behalf. You must upload static email lists to the RollWorks platform directly following the steps below:

 

Step 1: Create a CSV file using the following format

  • File must be .CSV
  • The file must contain only one column with your list of email addresses.
  • Do not add any additional information in other columns.
  • The list must contain more than 100 unique email addresses.
  • Ensure the file does not have any blank rows.
  • Maximum file size: 10MB
  • Email format supported:
      • Typical name@email.com format.
      • MD5 Hashed
          • Example: 074a297cd9b8a62284f99e03fcc08a1c
          • Make sure it is in plain text by applying lowercase removing beginning and ending white spaces in the email before feeding into MD5 hashing function.

Step 2: Upload the CSV file to RollWorks

  • Login to RollWorks and go to 'Audiences' > 'Contact Audiences'
  • Click 'Create Contact Audience' > 'Upload .CSV'

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  • Choose your CSV file
  • Name this Contact Audience and click 'Create Audience'

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Sync with Salesforce

Before you start, you must ensure that you have the Salesforce Integration with RollWorks properly set up. In this guide will find step-by-step instructions to import and sync email lists from Salesforce to RollWorks using this integration.

 

Sync with HubSpot

Before you start, you must ensure that you have the Hubspot Integration with RollWorks properly set up. In this guide will find step-by-step instructions to import and sync email lists from Hubspot to RollWorks using this integration.

 

Sync with Marketo

Before you start, you must ensure that you have the Marketo Integration with RollWorks properly set up. In this guide will find step-by-step instructions to import and sync email lists from Marketo to RollWorks using this integration.

 

Sync with Oracle Eloqua

Before you start, you must ensure that you have the Oracle Eloqua Integration with RollWorks properly set up. In this guide will find step-by-step instructions to import and sync email lists from Oracle Eloqua to RollWorks using this integration.

 

Sync with Pardot

Before you start, you must ensure that you have the Pardot Integration with RollWorks properly set up. In this guide will find step-by-step instructions to import and sync email lists from Marketo to RollWorks using this integration.

 

Sync with an API

If you are interested in using an API to sync over your email lists to RollWorks to create Contact Audience, please reach out to your Account Manager.

 

FAQ

When will my Contact Audiences be ready to be targeted in the RollWorks platform?

After you bring over your email address lists to RollWorks by either uploading a CSV file or syncing your Salesforce, Hubspot, Marketo lists, our platform will take up to 72 hours to match your email addresses with the browser cookies.

Depending on the size of your email list this process may be faster than 72 hours. Make sure you take this into consideration when planning the start date of your campaigns targeting Contact Audiences.

 

How many cookies will be matched to each email address in my list?

It is common and expected to match multiple cookies to each email address. For example, it is expected that if you upload a list of 1,000 email addresses, you will match a much larger cookie audience than 1,000. While the exact amount of cookies matched to an email address varies greatly based on how many devices, browsers, and locations a user is browsing with, anything from 3 to 10 cookies per user is the average.

 

Can I target Contact Audiences with Web and Facebook campaigns?

Yes. For US advertisers, Contact Audiences created with your email lists can be targeted on both Web Campaigns and Facebook campaigns. We recommend using US-based email addresses to maximize the number of cookie matches. US-based email addresses match at a higher rate than non-US email addresses.

 

Can I target Contact Audiences with Web campaigns outside of the US?

Outside of the US, Contact Audiences have limited functionality on Web campaigns. We are working on building this functionality. 

 

What permissions do I need to import email lists to RollWorks?

Import Contact Audiences responsibly! It's important to respect the rights of your customers and prospects when engaging in online and offline marketing activities. It's your responsibility to make sure that you have the rights and permissions needed to upload your customer and prospect email lists onto the RollWorks Contact Audiences onboarding platform, including their consent where required. We suggest that you consult with your legal counsel.

 

What email formats are supported?

  • Typical name@email.com format.
  • MD5 Hashed
    • Example: 074a297cd9b8a62284f99e03fcc08a1c
    • Make sure it is in plain text by applying lowercase removing beginning and ending white spaces in the email before feeding into MD5 hashing function. 

 

 

 

 

 

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