list management Archives

We’ve had this news brewing for quite some time, and we’re glad to say that we can finally share it with all of you. Marketfish has secured TRUSTe certification and is now a member of the Online Trust Alliance (OTA). You might be thinking, well, what does that mean exactly?

TRUSTe certification means that our data management policies and procedures have been reviewed and found to comply with TRUSTe’s program standards, which are based on a variety of privacy frameworks. By placing the TRUSTe trustmark prominently on our website, we unequivocally illustrate our commitment to data privacy.

The OTA is a global organization committed to promoting industry wide privacy best practices. As a member of OTA, Marketfish will take an active role in continuing discussions aimed at improving industry privacy standards.

You see, at Marketfish, we care about our customers. We’ve always been completely committed to industry leading transparency in our privacy and data management practices. We understand that the list management business has long been mired in privacy issues, and we as a company seek to remedy this. We encourage our comrades in the industry to develop enhanced privacy procedures, and move the list marketing field from the dim of distrust and uncertainty, into the illuminating light of transparency.

How committed to customer privacy are you?

MARKETFISH SETS SECURITY AND ONLINE PRIVACY STANDARDS
IN LIST MARKETING WITH NEW ALLIANCES

TRUSTe Certification and OTA Membership Underscore Company’s Commitment
to Best Practices Adoption Across the Industry

SEATTLE, Sept 13, 2011—Marketfish, a self-service lead generation platform for list marketing, today announced two new affiliations that position the company as a trailblazer in security and online privacy in list marketing. Now TRUSTe-certified and a member of the Online Trust Alliance (OTA), Marketfish tackles some of the industry’s most complex business challenges with a commitment to best practices in securing customer data and ensuring privacy.

Privacy issues have historically plagued the list marketing industry, causing widespread mistrust among targeted customers. In an effort to stem these sentiments and restore customer trust, Marketfish has aligned with TRUSTe, the leading Internet privacy services and seal provider, and OTA, the global industry association committed to advancing best practices and enhancing consumer trust in online services.

“Our alliances with TRUSTe and OTA reflect our unwavering commitment to keeping customer data secure,” said Dave Scott, CEO of Marketfish. “With the TRUSTe certification and OTA membership, we are pushing the parameters of the list marketing industry as a whole to become safer and adopt sustainable best practices and transparency.”

“Our association with OTA and TRUSTe bring tremendous value to Marketfish and our customers,” said David Fowler, chief privacy officer of Marketfish. “By aligning with the OTA and TRUSTe principles, we illustrate our deep commitment to privacy, and take a proactive stance in reforming the complexities associated with ensuring privacy.”

OTA develops and advocates policies, procedures and best practices around privacy for organizations, brands and consumers. As a member of OTA, Marketfish will participate in the ongoing industry dialogue around these important issues.

“Data breaches, lack of data stewardship and criminal activity plague the growth and vitality of online services,” said Craig Spiezle, president and executive director of the OTA. “As Marketfish looks to deliver trusted communications to provide value to consumers and brands, they’ve indicated, through their leadership, that trust is a key component in their efforts. Their participation is vital to the trust ecosystem, which in turn is the foundation of our online economy.”

TRUSTe provides Internet privacy certification and compliance solutions to help businesses promote online safety and trust. The TRUSTe trustmark guarantees that a company’s data management policies and procedures have been reviewed and meet TRUSTe’s program standards, which are based upon a combination of privacy frameworks such as the US-EU Safe Harbor, regulatory guidelines such as the Fair Information Practice Principles, industry standards and reports, such as the National Institute of Standards and Technology privacy and security report, and client and expert review. By displaying the TRUSTe trustmark, Marketfish signals its dedication to ensuring the privacy and security of its customers, providing them with an important value proposition.

“Being able to ensure privacy is especially critical to both our clients and ultimately the businesses and end users they serve,” said Fran Maier, President of TRUSTe. “By aligning Marketfish with industry best practices, its customers and their end users feel more comfortable, ultimately benefiting from increased uptake in the offers presented them.”

About Marketfish (http://www.marketfish.com/)

Marketfish is a 100% self-service lead generation platform. The service makes building and executing targeted list marketing campaigns quick and easy. With more than 250 demographic categories to choose from, Marketfish’s cloud-based platform enables users to reach their perfect audience in seconds, build a campaign, and then track performance using real-time data. With a pay-by-campaign model, users only pay for what they use. Founded in 2008, Seattle-based Marketfish is currently funded by Rustic Canyon Partners, Javelin Venture Partners, and Accelerator Ventures. For more information or a free test drive of the platform, please visit www.marketfish.com

About TRUSTe (www.truste.com)

TRUSTe is the leading online privacy solutions provider and provides a broad suite of privacy services to help businesses build trust and increase engagement across all of their online channels – including websites, mobile applications, advertising, cloud services, business analytics and email marketing. Over 4,000 web properties including those from top companies like Apple, AT&T, Disney, eBay, Facebook, HP, Microsoft, Nationwide, Pfizer and Yelp rely on TRUSTe to ensure compliance with evolving and complex privacy requirements. TRUSTe’s mission, based on a “Truth in Privacy” framework, is laid on a solid foundation of transparency, choice and accountability regarding the collection and use of personal information. TRUSTe’s privacy seal is recognized and trusted by millions of consumers as a sign of responsible privacy practices. For additional information on TRUSTe and its offerings, please visit http ://www .truste .com.

About the Online Trust Alliance (https://otalliance.org)

As a member based non-profit, OTA’s mission is to develop and advocate best practices, training and public policy which mitigate emerging privacy, identity and security threats to online services, brands, government, organizations and consumers. OTA’s goal is to increase consumer protection, transparency and control of their data and online activities, thereby enhancing online trust, confidence, and the long-term vitality and innovation of Internet based services.

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Media Contact
Jennifer Rivera Ridless
BOCA Communications
marketfish@bocacommunications.com
+1-415-738-7718 x5

Earlier this month I had the pleasure of co-presenting the webinar, “Best Practices for Growing and Monetizing your Email Lists” with Jeanne Jennings, in conjunction with WhatCounts. Perfect timing, too. As we head out of this recession, consumers and businesses alike are starting to open their wallets. Companies of all types are aggressively looking for new customers, and enticing them to spend with their companies. To fast-track customer acquisition efforts, businesses are turning to list rental, but to rent smart, you have to know what is lurking in the depths.

Let’s face it: the list rental waters out there can be scary. Perhaps some of you have already tested out this route, and found the experience and results to be less than satisfying. And when every dollar must yield strong ROI, is it worth it? Yes! List rental does provide strong opportunities to convert leads in to customers.

In this blog series (Bad Lists are Lurking in the Depths: List Rental Pitfalls to Avoid), I’ll share three pitfalls to avoid in your quest to find that perfect list; the first of three pitfalls to avoid as you navigate the list rental channel:

Pitfall #1: “Trust Me!”

If you are looking to use professional services, don’t rely on the old adage of “trust me”. Think about it…If you’re looking for a great used car, it’s akin to buying a car without a CarFax and a test drive. Good lists exist, and responsible list owners and list management professionals should not be afraid to share tangible results with you. What to look for?

Insist on proof. All campaigns sent to the list should have basic success metrics. Insist that these are visible to you. The basics are a must – delivery rate, open rate and click through rate. Look for positive signs. And reports.
Deliverability. Another must have. If you’re investing in renting a list, you want every assurance that the list has a high degree of deliverability, and specific metrics that prove past performance in this area. At minimum a list should deliver at 90% or higher, and 95%+ deliverability is ideal.
Performance. How has the list performed with previous campaigns from similar companies to yours? Overall? Don’t fall into the “creative trap”, which is when a poor-performing list is given the excuse that “bad creative” ran that impacted the performance of the list. You’re looking for indicators that the audience is responsive and performs over time.

In contrast, there are many best-practices out there to find great lists. See How to Rent a Rock-Star Marketing List on tips to “Rent a Rock-star Marketing List”. And for other pitfalls to avoid, be sure to check my next blog post.