Catch of the day

In the post ‘Bad Lists Are Lurking In The Depths‘, Jenifer shared important information on how to avoid renting bad lists in your next marketing campaign.  Investigating prior performance is key.  Fortunately, Marketfish makes this easy to do!  We track list behavior across every campaign, and publish performance ratings next to each list every time you run a search.  The rating we display is a single, summarized score calculated from delivery, open and click-through rates and is designed so that lists performing at the industry average will receive a score of 5.0.  The particular objectives for your campaign may depend more on one metric than another, so don’t stop with just the list rating.  Make sure to click on the info icon for each list you are considering to drill down on the delivery, open and click-through rates that contributed to the overall score.

Marketfish is constantly striving to make our list ratings as relevant as possible.  As more campaigns are run through the system, we examine performance across lists to create the best benchmarks possible.  This week, we’re releasing improvements to our scoring system that should give you the confidence you need  to build successful campaigns.  While the exact algorithm for computing list ratings is proprietary, the following table provides several examples of how prior performance can affect a list’s current score.

Are there other campaign metrics or ways of displaying list performance that you’d like to see in the Marketfish platform?  If so, we’d love to hear your feedback.  Please leave a comment.

lists