Jennifer Cook
Lyris, Inc.
(510) 844-1590

Lyris Announces Social Media Integration Features for Lyris HQ
New Functionality Improves Marketers' Ability to Connect with Customers Using Email, Facebook and Twitter

EMERYVILLE, Calif., October 3, 2011Lyris, Inc. (OTCBB: LYRI.OB), the global digital marketing expert, today announced new features for Lyris HQ that will enable marketers to integrate social functionality into their email campaigns, including social enhancers to share cross-channel content and social segmentation to help marketers identify and segment highly engaged customers. The updated features include the ability to monitor and post through the Lyris HQ interface directly to Twitter and Facebook, as well as segmentation tools that identify and segment consumers by their social engagement. The added functionality makes it even easier for marketers to integrate cross-channel marketing into their campaigns using the Lyris HQ familiar browser-based interface.

In response to the frequently asked question of how to take email campaigns to the next level, Forrester Research Inc. Vice President and Principal Analyst Shar VanBoskirk writes, “Do simple segmentation. Start with the data you have — registration source, links clicked, site usage — and then measure results and gradually increase sophistication as you get more customer data.” She goes on to add, “Integrating email with other interactive tools, like search marketing or social media, is a simple, low-risk way to get more out of your email program.” (“Updated Q2 2011: Email Marketing FAQs For Beginner”, Forrester Research, Inc., April 28, 2011)

“We understand that marketers need an integrated approach to cross-channel marketing and with the new social media integration, Lyris is offering a solution that enables marketers to easily and effectively take their campaigns to the next level,” said Wolfgang Maasberg, chief executive officer at Lyris. “As social media becomes more important to marketers and brands, integrating popular social channels like Facebook and Twitter into email marketing campaigns is critical for connecting with customers and achieving true business value.”

The Lyris HQ social integration updates include the following functions:

  • Social Media Panel: The Social Media Panel makes it simple for marketers to integrate cross-channel communications into their digital marketing campaigns. Marketers can use a single panel to connect their email campaigns with the ability to monitor and post updates and photos to both corporate pages and individual Facebook wall, and monitor and post updates directly to Twitter. Additionally, the Social Media Panel includes a convenient URL shortener.
  • Social Enhancers: With the social enhancers, marketers can now insert specific social sites and customized actions such as “Facebook Like, “Twitter Share” and “LinkedIn Share” into an email message. By enabling social enhancers directly from the message creation workflow, marketers achieve more control over their message and increased functionality in tracking and measuring the results of cross-channel social integration.
  • Social Segmentation: Once marketers have enhanced their email campaigns using the most popular social media channels, Lyris HQ now lets users segment by which consumers clicked on the social links. This enables marketers to send targeted messages to their most engaged customers, fostering better engagement and viral communications.

The new features are part of the already robust Lyris HQ platform, which integrates social, mobile, search and analytics to connect marketers to their customers across digital channels. Featuring the industry’s first tabbed user interface, marketers can develop, run and view all aspects of a campaign simultaneously, with one-click. Whether adding “Twitter Share” or “Facebook Like” buttons to emails, switching between reports, managing lists and segmentation, or reviewing analytics, Lyris HQ delivers greater productivity, less hassle for the marketer, and ultimately, more successful email marketing campaigns.

Lyris is exhibiting at the DMA:2011 Conference & Exhibition in Boston, October 1-6, and will be showcasing the new product features at booth 1630. Senior Vice President for Marketing, Tina Stewart, is speaking during the Solutions Showcase: Digital Solutions session on Monday, October 3, 11:15 a.m. – 12:15 p.m.

The updated social functionality for Lyris HQ will be available to customers beginning in early November. For more information, go to

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.

Follow us on Twitter: @lyris
Connect on Facebook or YouTube
Check out the Lyris Blog