Lyris Inc

How to Turn Your Email Marketing Program Into a Dialogue

Too many email messages resemble the stereotypical used-car salesman. He is the slick guy who blusters past objections, ignores questions, and directs shoppers to the cars he wants to push instead of the ones they came to check out. The successful car sal... Read >

Turning a 2010 Downturn into a 2011 Upturn

2010 was quite a year. In January we were in the midst of a near-crippling global recession. By October we were told that the worst was behind us and the recession was officially over. However, the impact of an economic downturn – and the wariness of most... Read >

The power of personal choice: Why Facebook email is a good thing

I am doubtless a sad geek for saying this, but one of the innovations of the past decades that I love most is Caller Line Indentity - the technology that allows phones to display the number of the person who is calling. I still enjoy freaking out some of ... Read >

Turn Your Email Marketing Up a Notch

Email marketers today are facing an extraordinary challenge: how to increase email effectiveness in the face of decreasing budgets and staffing. So how do you optimize your email marketing channel with minimal cost and effort? To turn your email up a ... Read >

Pump Up Your Email Campaigns: 3 Top Tips to Build Your Email Muscle

In an unsteady economy, it’s more important than ever that each of your email marketing campaigns contribute as much as possible to the bottom line. And with cutbacks in staff, budgets and bandwidth, companies need to streamline programs to create an incr... Read >

Improving Deliverability: What to Do Before You Hit SEND - Part 1

So your email creative is highly relevant, the subject line is compelling and your landing pages are primed and ready to convert. Ready to hit "send"? STOP! Unless you've taken the right steps to ensure email deliverability, hitting send could actually da... Read >

Using Past Purchase Data in Email Marketing is like Shelling Peas

I was sitting in a conference a couple of years back listening to the senior marketer from a leading British retailer talk about customer journeys. At the time, this was considered revolutionary thinking: he said the customer journey didn’t stop at the ch... Read >

10-Point Email Quality-Control Checklist

Why is sending an email message like launching the Space Shuttle? Because you have to perform a thorough email quality checklist to make sure all systems are go before you can hit "send." A successful email campaign launch has a lot of moving parts, and ... Read >

Beyond the Email Open Rate: Email Marketing Metrics that Matter

The open rate, and its related metrics, the click-through and unsubscribe rates, have become the holy yardsticks of email marketing campaigns and newsletters. The marketing trade press is full of case studies and how-to articles geared toward boosting ope... Read >

8 Building Blocks of Email Relevance

Marketers, it's time to put down the fire hose. Your email subscribers are more sophisticated today and more particular about what they want to receive - and it's not a steady stream of undifferentiated messages blasted relentlessly to a mass audience. Wh... Read >

15 Tips for Improved Subject Lines

Working in tandem with the from line, the content of a subject line is the key determinant for whether a recipient will open an email, delete it immediately, ignore it, file it for future access, report it and/or filter it as spam. The subject line conten... Read >

Designing Email For the Preview Pane and Disabled Images

Two advances in email clients are combining to deliver a double whammy to email marketers: the preview pane (horizontal / vertical preview pane), which allows a reader to view just a narrow strip or square of an email message without actually opening it,... Read >

Take Your Marketing to Greener Pastures

What if I told you that you could increase the effectiveness of your current marketing campaigns while, at the same time, decrease your company's impact on the environment - and that after an initial investment, you'd actually save marketing dollars. Woul... Read >

Email Marketing, Social Media & Mobile Marketing Integration

The online marketing space has evolved, and social media and mobile marketing channels present the opportunity for more personal engagement to exist between people and brands. Marketers need to think beyond a batch-and-blast email marketing mentality to a... Read >

Go Beyond the Click-Through and Boost Conversions

Most marketers tend to focus on the campaign click-through as if it is the be-all and end-all of success. But in reality, the click-through simply whisks visitors onto your site, where the hard work really begins. What happens between the moment visitors ... Read >