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BizReport : Email Marketing : December 12, 2008

Lyris launches HQ for Mobile

One year after LyrisHQ launched for email, the company is adding mobile functionality to the product. With the platform marketers can send one-off messages, schedule an entire campaign or sign up for recurring messages to be delivered to consumers' mobile devices.

by Kristina Knight

lhq.gifThe platform is SMS text-based and allows mobile marketers to send targeted messages to their opt-in audience; the messages can be segmented and targeted to either an individual or an entire group of subscribers. Marketers can send coupons or offer information or give their list access to polls and surveys, something that mobile users have been shown to have great interest for.

"Marketers are using 'alerts' via mobiles because [the messages] are more timely than with email," said JD Peterson, Lyris Director of Products. "Marketers [are also] using more customer service type messages to continue contact with customers. I think it is the interactive options - alerts, use-cases, polls, etc. - where consumers really get engaged. It's immediate and when consumers answer they will get results or a coupon immediately, there is no time lag."

Research has shown that mobile consumers want immediate gratification. They log on to a mapping site to get immediate directions or want to be able to use a texted coupon or short-code immediately, giving mobile marketers a better chance to influence their buys. If the offers and coupons can be used automatically, consumers are more apt to go into the store or log on to get the latest deals.

Tags: email marketing, Lyris HQ, mobile marketing, mobile text messenging

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