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BizReport : Email Marketing : August 26, 2009

Lyris launches Cash for Email Clunkers

A new program from online marketing firm Lyris could spell the difference for marketers in the upcoming holiday season. Today, Lyris is launching "Cash for Email Clunkers" which helps marketers upgrade from untargeted mass messages to targeted, more efficient messages. As the economy begins to rebound, this new approach could be a big help to marketers who need a push over the top.

by Kristina Knight

The platform is free for up to the first three months, allowing email marketers to switch over to Lyris HQ, so that they can create, test and measure email campaigns from a single location.

"Companies no longer need to accept the status quo with legacy email marketing tools," said Luis Rivera, CEO, Lyris. "The Lyris 'Cash for Email Clunkers' program offers email marketers a low-risk, low-cost and easy way to take their digital marketing to the next level. With Lyris HQ, marketers can reap the benefits of a modern email marketing solution and immediately start achieving greater campaign success."

How important are the metrics and targeting capabilities of email programs? More important, in some cases, than the message itself. Research has shown that properly targeted email messages out-perform the batch-blasts of the past, even if the batch-blast is sent to double the clientele. In addition to targeting, email marketing firms are finding that authentication is an important tool for marketers.

"Marketers are embracing sender IDs and domain keys," said Ajay Goel, CEO of JangoMail. "They are sending more targeted, relevant and personal emails now. Back in the day, marketers sent one message to all subscribers. The trend now is to send multiple messages within one email template, targeting messages based on demographics, the consumer's job, and even past behavior with the marketer." More will be published from BizReport's chat with Ajay Goel later this week.

Moreover, email continues to be one of the most important marketing tools, so increasing the testing and targeting of messages can only be a smart move for marketers.

Tags: email, email marketing, email measurement, email targeting, email testing, JangoMail, LyrisHQ

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