Here's a new interview in our series of interviews with emailing platforms with French support. This time, it is Alex LustbergVP of Marketing at Lyris who answers our questions.
Can you give us a brief history of Lyris? When was the platform founded, by whom, has the business model evolved since the beginning of the adventure?
Lyris was founded in 1994 by 4 developers and was acquired by J.L Halsey in 2005 along with 3 other digital marketing companies.
These have been integrated under the same technological platform under the name Lyris Inc.
In 2009, Lyris began its international expansion starting with the UK, followed by Latin America in 2010, Australia in 2011 and France in 2012. Lyris has over 5,000 customers worldwide. It is headquartered in San Francisco, California.
The first platform, Lyris List Manager, was created in 1994 by John Buckman and Jan Harford to allow marketers to manage their email campaigns, deliverability and SPAM filtering. In 2006, after acquiring a web analytics tool and a CMS, Lyris succeeded in creating a much more complete email marketing system, Lyris HQ, which is still operational. Lyris ONE, the latest digital solution developed by Lyris, was launched in September 2012 and now allows to exploit big data in 360° and in real time. The goal is to innovate and allow marketers to automate and optimize their digital data.
What makes Lyris unique? What sets you apart from other players in this highly competitive market?
Lyris has a rich heritage in digital marketing. Our technology has helped more than 5,000 companies around the world optimize their digital marketing campaigns.
Our technology has routed tens of billions of messages and we remain competitive through constant innovation. With the recent launch of our new digital marketing platform, Lyris One, we are now providing our clients with a tool that can handle all of their data in real time.
Our solution allows them to create a single dynamic profile of all their customers, which combines declarative and external data (online behavior).
With the Intelligent Campaign Designer, marketers can leverage each of their customers' dynamic profiles to create multiple targeting scenarios and maximize campaign revenue.
What are the 3 main challenges for the next few months in the emailing world?
- Demonstrate the importance of integrating email with other channels to better meet customer expectations
- Stay on the cutting edge of innovation to enable customers to process their data in real time and thus be able to better interact with each customer
- Provide marketers with the tools and services to understand and meet their customers' expectations through data analysis and thus increase their conversion rates and revenues.
What are the next evolutions of your platform?
Lyris ONE is the first digital marketing platform that natively integrates a marketing analytics solution with real-time data processing to provide marketers with more accurate and relevant targeting.
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Lyris ONE combines a powerful marketing analytics tool with a fully automated and interactive best practice email workflow
Marketers can maximize the individualized impact of their multi-channel communications and have a deep and complete 360° knowledge of their customers/prospects.
Do you offer your customers a "Freemium" mode (free version with reduced features)? If yes, what do you get out of it? If not, why not use this model?
No, Lyris does not offer a Freemium version.
Lyris offers professional digital marketing solutions that go beyond simple email routing solutions. They take into account the different technical environments of the customer to integrate fully. It is not possible to fully exploit the resources offered by Lyris solutions with a limited time trial version.
What do you think of the French emailing market? Is it mature or is there still room for new innovations?
The French emailing market in the strict sense has been mature for a few years now, but customers' expectations have evolved.
From now on, it has become essential that digital communication is multi-channel (social networks, mobile...) and in real time, email alone no longer represents only one part of digital marketing.
A article recently published in Forbes is already talking about Lyris as a solution capable of responding to the growing problems of Big Data exploitation thanks to its architecture focused on behavioral and real-time targeting.
A last word to conclude?
As a leader in digital marketing for more than 10 years, Lyris' goal and positioning have always been to listen to marketers in order to provide them with effective tools and daily support in increasing their sales.
Please contact us if you would like to learn more about the benefits of using Lyris professional solutions.
Lyris, developed by marketers for marketers.
