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Lyris launches email marketing tool ListManager 10
August 2008 by Marc Jacob
Today’s launch of Lyris ListManager 10 sees online marketing specialist
Lyris UK continue to play a key role in the industry’s
drive to deliver timely, relevant and valuable email to the inbox and
reduce unwanted messages. The new version of the company’s flagship
email marketing tool combines sophisticated technology with better
availability of information to address critical deliverability issues.
Internet Service Providers (ISPs) now provide increasingly specific
reasons, rather than a generic rejection, when they ’block’ messages
from reaching the inbox of the intended recipient. Lyris ListManager 10
has been developed in response so that the software acts on the
information it receives from ISPs and optimises its behaviour in order
to deliver more email. Listmanager 10 also provides detailed reporting
information to give greater transparency to email marketers so that they
can amend their campaigns as necessary.
Key features of Lyris ListManager 10 include:
– Mailstreams which group emails together by IP address and send out a
mailing to each set in parallel (ie at the same time). Each group can
be handled differently, depending on the requirements of the specific
domain, so that a high delivery rate is achieved.
– Categorisation of ’complaints’ and SMTP transactions from ISPs about
why emails were blocked, so that each can be handled according to the
reason for non-delivery.
– Automatic adjustment in real time to match the needs of individual
ISPs. For example Lyris ListManager 10 recognises if emails are likely
to be rejected because they are being sent out too quickly and alters
the send speed accordingly before the mailing. This protects an email
marketer’s ’sender reputation’.
– Ease of use so that the IT department does not need to be over
involved in marketing activity.
