Lyris Debuts ListManager 9.0 for Audience Engagement Measurement

Share this article:

J. L. Halsey Corp.'s Lyris Technologies yesterday introduced Lyris ListManager 9.0, an upgrade that combines AJAX with Flash technology.

A key feature of this product from the Emeryville, CA-based company is the new ListManager Engagement Index that evaluates a campaign's effectiveness in captivating its target audience.

In effect, the index is a report dashboard that takes metrics like opens, clicks, subscribes, unsubscribes, forwards and purchases. Then, using an algorithmic formula, it aggregates each action to generate a number that represents how engaged the campaign's audience was in the effort.

This number becomes the benchmark for future campaigns, according to Lyris.

For example, an e-mail campaign can have 100 opens and another effort can have 20 clickthroughs. It is possible that the 20 clickthroughs effort generated a much higher ROI than the 100 opens campaign. Lyris' technology tracks this for its e-mail marketing clients.

Meanwhile, Lyris sister company EmailLabs announced it had signed on Forbes.com, Crunch Fitness, Dominator Clothing, Travel Industry Association of America and Pennsylvania Higher Education Assistance Agency/American Education Services as clients. They all use EmailLabs for e-mail marketing services.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in News

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

DMA 2014 Kicks Off Under New Management

DMA 2014 Kicks Off Under New Management

Thomas Benton and Jane Berzan will preside over an event indicative of an association serving a wider array of industry segments.

De Quinto Tapped as Coke's Next CMO

De Quinto Tapped as Coke's Next CMO

The president of the company's Iberia Business Unit will take over from Joe Tripodi upon his retirement in February.

Customer Centricity Is Spurring Marketing-Tech Investments

Customer Centricity Is Spurring Marketing-Tech Investments

A majority of marketers rank customer satisfaction improvements as paramount in the technology investment decisions.