Facebook Lead Ads are ideal for generating targeted new newsletter subscribers. With its interface, Inxmail connects the Facebook world with email marketing. The integration enables automated transfer of data that can be used in real time for sending mailings. Freiburg-based publishing house Herder uses the integration to gain new subscribers to the newsletter of its trade magazine kindergarten heute – and has thus increased its conversion rate.
![[Translate to English:] Herder Verlagslogo, bestehend aus stilisierten Buchstaben im modernen Design.](/fileadmin/assets/warum/case_studies/Verlag_Herder/inxmail-referenzbild-logo-herder.svg){kind=logo}
![[Translate to English:] Mockup-Darstellung eines Newsletters für Fachkräfte von Herder Pädagogik auf Desktop, Tablet und Smartphone.](/fileadmin/_processed_/6/5/csm_inxmail-referenzbild-case-study-herder-desktop-tablet-smartphone-1100-614_d0c785d388.png)
Improved performance for newsletter registrations
Since 2003, the Herder publishing house has been using the Inxmail email marketing platform to send its newsletters on a range of topics and for various specialist magazines. To attract new recipients for the newsletter of its trade journal kindergarten heute, the publishing house runs lead ads campaigns on Facebook.
These lead ads enable Facebook users to subscribe to the newsletter directly without having to leave Facebook. Simple and mobile-optimized forms make subscribing to the newsletter very convenient for the user – which was not the case for Herder's online marketing team at the beginning. The addresses generated in Facebook had to be manually exported from Facebook and imported into the Inxmail platform. As a result, new subscribers received their double opt-in registration email with a delay. This in turn had a negative impact on the confirmation rate and the performance of the lead ads.
Address generation via Facebook lead ads
All Facebook users who match the selected target group criteria see a Herder lead ad in their timeline. In this case, the ad targets educational professionals and advertises the “kindergarten heute” newsletter. When a prospect clicks on this ad, a form for newsletter registration opens directly in Facebook.
The clever thing about this is that the user's contact details (such as name and email address) are already automatically pre-filled based on the information shared on Facebook. Users can decide for themselves which Facebook information they wish to provide and can also add to and edit this information. After sending the data, the prospect automatically receives a double opt-in email without delay thanks to Inxmail Integration. This means that future subscribers can confirm their registration directly after taking a look at their inbox.
With integration, real-time data transfer
The Inxmail integration with Facebook Lead Ads eliminates the need to manually transfer newsletter prospects using a CSV file. As soon as the send button is clicked in Facebook, the interface comes into play: it enables the automated transfer of recipient data from Facebook to the email marketing solution.
What makes this so special is that the data is transferred in real time. This means that the double opt-in mailing is sent live. On the one hand, this pays off for Herder's marketing team, which has more time for other online marketing activities thanks to automation. On the other hand, sending the live confirmation email has a positive effect on the registration rate.
More efficient processes, higher registration rate
With the live sending of the double opt-in registration email, Herder communicates with the Facebook user at the precise moment when he or she has time and is very interested. This means that there is a high probability that the registration will be confirmed. This has a positive effect on the conversion rate and pays off. The double opt-in rate of newsletter recipients generated via Facebook Lead Ads is 37 percent higher than for all other newsletter registrations. Since the introduction of the Inxmail interface, the costs per subscriber have fallen, as have the total costs for Facebook Lead Ads.