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BizReport : Email Marketing : May 13, 2009

Lyris acquires UK's Facultas

Online marketing hub Lyris has Facultas, a long time partner in the UK. Facultas is a full service email marketing company, which now gives Lyris a global foothold in the areas of email, search and content management sectors of the online world.

by Kristina Knight

"We have seen tremendous momentum for our Lyris HQ integrated marketing suite in the US and recognize a large opportunity in the European market for a SaaS-based, online marketing solution," said Luis Rivera, CEO, Lyris. "The services expertise of the Facultas team combined with new executive talent in the UK provides Lyris with a strong presence in Europe and will afford extended resources and market knowledge to new and existing Lyris customers worldwide."

Although spam remains a problem for email marketers around the world, email is not a dead artform. With new white-listing best practices and newly added video-in-email platforms, email marketing is expected to make a rebound over the next few years. Also, as more consumers figure out how to block spam without blocking legitimate marketing emails, marketers have been more excited to give email marketing another try.

According to a recent MessageLabs report, spam saw a near-10% increase from March to April 2009. However, a Forrester Research report predicts that, in the European market, email will increase by about 12% annually through 2012 as marketers get a better grasp of email targeting and messaging to better engage the consumer.

Tags: email marketing, email messaging, email targeting, Facultas, LyrisHQ

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