How Kiplinger’s use Facebook ads to get newsletter subscribers

Max Willens of Digiday writes about how personal finance publisher Kiplinger’s uses Facebook ads to get more subscribers for its newsletters.

Willens writes, “The publisher has used Facebook ads to gather more than 30,000 new email newsletter subscribers in the past couple months. Subscribers, in turn, help to fuel Kiplinger’s fastest-growing source of revenue. In the past year, native advertising and branded content has grown from 5 percent of Kiplinger’s digital revenue to 20 percent, said Andy Nolen, the publisher’s director of digital operations and advertising.

“Most of that growth comes from native ads that run in its free newsletters that go to 300,000 readers. It costs as little as $1 apiece for new newsletter subscribers, and Kiplinger makes an average of $3 on every subscriber it gets.

“‘We sustain that list and grow that list largely through Facebook now,’ Nolen said. ‘We find that to be very good ROI.'”

Read more here.