Lyris Aims for New Deliverability Standard With Upgrade

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Lyris Priority Send mails to most engaged subscribers first, bolstering ISP acceptance of further emails.

And the first shall make the lesser better.
And the first shall make the lesser better.

Lyris today released Priority Send, an addition to its cloud-based Lyris HQ marketing application that, among other things, goads ISPs into opening up their inboxes for email campaigns by mailing to the best customers first.

Priority Send, according to a press release, uses an advanced scoring algorithm to send the first batch of a marketer's emails to the most engaged subscribers. The resulting high level of engagement confirms to ISPs and other monitoring services that the sender is providing high value, thereby decreasing visits to the spam folder for subsequent mailings of lesser engaged subscribers and prospects.

Lyris Global Head of Deliverability Evan Burke points out that the algorithm's ability to identify active customers pays dividends in itself. “The average list is going to have a broad distribution, and we've built an automated process to determine who's most likely to respond positively,” he says. “Those people get a pass to the front of the line, which increases opens and sends a strong signal to ISPs that this message is wanted and valuable.”

Lyris was not yet ready to provide benchmarks for percentage increases of opens and conversions marketers can expect from using Priority Send. “This system turns our standard metrics model on its ear. Now it's more recipient-centric,” says Burke, who added that Lyris is still engaged in analysis of early results using the tool.

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