• March 28, 2008

American Apparel has selected Lyris ListManager as its e-mail marketing program.

The vertically integrated manufacturer, distributor and retailer is implementing ListManager to execute its global newsletter program aimed largely at its age 18-30 customer demographic. The American Apparel campaign will encompass 300,000 subscribers worldwide, localized by market.

ListManager is now integrated with ClickTracks, the Web analytics program, to give clients a more comprehensive view of their customers' behavior, including how subscribers interact on company Web sites. In addition, clients can create new user segments based on the results of this Web analytics data and automatically populate the segments into ListManager for subsequent e-mail targeting.

--Tanya Irwin