September 11, 2012
By Judith Aquino,

Lyris Rolls Out Lyris One

Marketing software provider Lyris today unveiled a new cloud-based marketing automation platform, Lyris One, designed to help marketers leverage customer data from structured and unstructured sources as they create, manage, and test campaigns.

Lyris One analyzes customer data from various sources, such as social media, email, mobile pages, and enterprise applications, to enable marketers to create engaging marketing campaigns. Providing multichannel messages that are consistent and relevant is crucial for catching your customers' attention, maintains Alex Lustberg, vice president of marketing at Lyris.

"Customers don't think in channels, they are the channel," Lustberg says. "Lyris One lets you build customer profiles, analyze the data through marketing analytics, create intelligent campaigns, and automate campaign testing. You could buy these as separate pieces [from other vendors] but being able to deliver data-driven customer engagement across every touchpoint is critical and not easy to do if your systems aren't integrated."

Based in Emeryville, Calif., Lyris is known for creating the Listmanager, an electronic mailing list managing system designed in 1994 that lets users forward an email to numerous email addresses. The company currently has more than 5,000 customers, which include NBC, ESPN, Harvey Nichols, and Ryannair.

According to Lustberg, Lyris will continue to focus on rolling out advances in integrated messaging systems, automated sequences, and other features for the platform in addition to content management system enhancements, to make it easier for marketers to engage their customers.

"Big data are now table stakes," Lustberg notes. "Marketers need to understand their customers, and customer experience is paramount."