Lyris Releases Report on the Future of Email

Lyris Releases Report on the Future of Email

Whitepaper Offers Insight for Marketers to Navigate the Changing Email Marketing Landscape

EMERYVILLE, Calif., August 30, 2011 – Lyris, Inc. (OTCBB: LYRI.OB), the global digital marketing expert, today released The Future of Email, a comprehensive look at eight trends that are driving email marketing best practices, including mobile, social media and generational factors. This guide comes at the same time Pew Research & American Life Project reported email is still one of most popular online activities among U.S. adults. With 92 percent of online adults using email and 61 percent using it daily, according to Pew Research, marketers cannot afford to ignore this marketing tool.

With email continuing to maintain prominence as the most popular online activity, employing best practices in email is critical to the success of digital marketing campaigns. In fact, Forrester Research Inc. Vice President and Principal Analyst Shar VanBoskirk recently wrote, “To get more out of email programs, Forrester recommends that marketers invest in analytics, use clean lists, implement device detection, focus on relevant content before employing rich media, and incorporate social media into their email programs.” (“How US Marketers Use Email”, Forrester Research, Inc., May 27, 2011)

The Future of Email report identifies and explains how marketers and brands can achieve this by leveraging eight communications trends to improve email campaigns, generate brand advocacy and increase marketing ROI. The eight trends highlighted in the report include:

• Mobile communications
• Social media
• The social inbox
• Social currency
• Shopper marketing
• Location-based marketing
• Millennial
• Social Gaming

In addition to identifying the trends, The Future of Email offers advice for managing these trends and examples of organizations who are successfully executing best practices.

Tina Stewart, senior vice president for marketing at Lyris said, “Ongoing evolution in mobile devices, social networking, gaming, and generational shifts, among other factors, are driving how we connect with each other and the brands we support. These innovations are not only changing the email marketing landscape, but also increasing the impact marketers can have in the inbox.”

The Future of Email report was featured during a Lyris Webinar on Tuesday, August 30. For a copy of the report and a replay of the Webinar, go to http://lunar.lyris.com/lunarlanding/default.aspx?source=4503.

About Lyris, Inc.

Lyris, Inc. is the global digital marketing expert, delivering the perfect blend of technology and industry knowledge to help businesses achieve value with their email marketing campaigns. Lyris' high-performance, secure and flexible email marketing platforms, Lyris HQ and Lyris ListManager (Lyris LM), optimize email efficiency by providing automated email delivery, robust segmentation and integrated social, mobile, search and analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises email marketing solutions - Lyris HQ, Lyris LM - combined with customer-focused services and support. We understand the unique needs of companies and build solutions for marketers that deliver quantifiable ROI and true business value. www.lyris.com

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Kristen Purcell, Search and email still top the list of most popular online activities, Pew Internet & American Life Project, August 9 2011, http://www.pewinternet.org/Reports/2011/Search-and-email/Report.aspx?view=all, August 23, 2011.

“How US Marketers Use Email”, Forrester Research, Inc., May 27, 2011