News & Press Releases

EmailLabs Enhances Behavioral Segmentation Tool

Enhanced Click-Through Segmentation Tool Increases Open and Click-Through Rates for Online Retailer RideGear

REDWOOD CITY, Calif. (May 12, 2004) - In an effort to enable marketers to achieve higher response rates through increased segmentation, EmailLabs, a leading provider of email marketing automation solutions, announced its enhanced Click-Through Activity Tool and the results of a campaign that deployed it successfully. The technology makes building segmented lists simple and quick by leveraging the click-through behavior of email recipients.

The enhanced click-through activity reporting tool enables clients to easily and efficiently analyze and then segment customers based on the links they've clicked on in previous emails. The tool creates a report of email recipients that have clicked on a specific link (or URL string) in an individual message or multiple email campaigns over a period of time. The marketer can then segment email lists based on the product type or information associated with the link or links. EmailLabs has already leveraged this segmentation technology, along with other specialized targeting capabilities, to help one client segment 50 percent of its list and achieve significant increases in open and click-through rates.

"EmailLabs' advanced technology enabled us to take our email marketing program to the next level," said Eric Naumann, Manager of Emarketing, RideGear, an online retailer that sells motorcycle accessories and equipment for motorcycle and power sport enthusiasts. "As much as we wanted to, we hadn't done this kind of targeting in the past because we didn't have segmentation data on our customers, and we weren't entirely sure how to get it. Working with an EmailLabs consultant and the Click-Through Activity Tool, we were able to segment half of our list very quickly from only having preferences on 5 percent of our email subscribers."

"One of the greatest benefits of email marketing is the ability to segment and personalize content and offers to the specific interests of subscribers, but many companies have yet to take advantage of this technique," said Loren McDonald, Vice President of Marketing, EmailLabs. "We've created a simple way for companies to move toward segmented and personalized emails when they lack preference information and segmentation data on their customers. Now marketers can begin segmenting their lists in only a few minutes, which otherwise might take months or years and a substantial investment of resources and money."

RideGear Boosts Open and Click-Through Rates Through Segmentation

After each campaign, RideGear further segments its list using the Click-Through Activity Tool and then develops different subject lines and versions of its email promotions for each segment -- dirt bike, street bike and non segmented. Since moving to the segmentation approach, RideGear has seen a dramatic difference in response rates from its twice-monthly mailings. As an example, the first segmented campaign produced the following results:

• Street bike enthusiasts: 51 percent open rate and a 23 percent click-through rate.
• Dirt bike enthusiasts: 40 percent open rate and a 12 percent click-through rate.
• Non-segmented: 24 percent open rate and a click-through rate of slightly more than 5 percent.

About EmailLabs
EmailLabs is a leading provider of high-performance email marketing solutions to agencies, publishers and marketing departments of middle-market and Global 2000 companies. The EmailLabs email marketing platform is provided as an ASP (Web-based) service, and is easily integrated with a company's Web site, sales force automation and CRM technologies through EmailLabs' application programming interface (API). For the fourth consecutive year, EmailLabs has been recognized by ASPnews.com as one of the Top 50 ASPs worldwide and as a Top 25 Service Provider for the Software-as-a Service (SaaS) and Business Service Provider category. The company provides email marketing solutions to more than 550 companies, including Nokia, Agilent, PalmSource and Jupitermedia. Headquartered in Menlo Park, Calif., EmailLabs was founded in 1999 and is a subsidiary of Lyris, Inc. (OTCBB:JLHY). For more information, visit www.EmailLabs.com.