Lyris Relaunches On-Premise E-mail Marketing Engine

Blaine Mathieu of LyrisOnline marketing company Lyris today is expected to announce the relaunch of its on-premise e-mail marketing engine.

In an effort to improve inbox-delivery rates, the new Lyris ListManager 10 employs "mailstreams," or the ability to send campaign e-mails in parallel over multiple IP addresses.

The new engine also introduces MailStream Optimization, a new feature that lets marketers offer an e-mail delivery advantage to premium subscribers.

By grouping together their most qualified customers on one IP address, marketers can keep their reputation score high--the score on which ISPs decide what gets delivered and what to block--while improving the likelihood that the right messages are reaching their most valued customers.

"Marketers continue to be frustrated by a lack of functionality that gives them assurance that e-mails are being properly delivered," said Blaine Mathieu, Lyris' chief marketing officer. "Too often, marketers are faced with failed ISP connections or endless loops that require intervention from their IT organization."

In a recent JupiterResearch executive survey, 70% of e-mail executives said the most important considerations for selecting an e-mail service provider are deliverability features and provider services.

What's more, Forrester reported in July that "ensuring that e-mail messages make it to the inbox continues to be a critical challenge for e-mail marketers, particularly as spam volumes increase and Internet service providers (ISPs) change their guidelines for which messages get delivered."

American Apparel has employed Lyris ListManager in-house for three years, according to the clothing retailer's Web technology manager Charles DeLauder. The tracking and powerful content customization features enable us to track how deliverability directly affects our sales," DeLauder said.

The new Lyris ListManager also attempts to give clients deeper insights into the status of e-mail deliverability, and additional tools that allow them to route messages to the right customers at the right time--thanks to advances in MailStream Optimization and Smart Bounce Processing and Dynamic Block Reaction.

At present, Lyris ListManager has some 10,000 clients for which it delivers installed e-mail marketing software. Other clients include Nokia, Adobe, PalmSource, Johns Hopkins University and Jupiter Media.

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