You can’t begin to personalize your campaigns if all you have is an email address, so work to figure out what data you already have. Do you have information on past purchase behavior, length of time on your email list, customer status, or geography? All of these areas can be leveraged for personalization, which will, in turn, improve list quality. Where does this information live? Is it in your CRM, e-commerce platform, or somewhere else? Integrations can help you combine your email list with outside information.
Some ad platforms will ask more of your landing pages than others, when running ads. For example, AdWords is much stricter, when compared to Facebook. AdWords typically requires that you do not have a ‘thin,’ site that is designed solely to collect leads. Because of this it might be a good idea to focus on using Facebook or Twitter, to begin with.