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Lyris
Intevation Report
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This month's Optimization
column highlights how to
inject the human factor into
your email messages.

Learn how it works for social
networks and what it can do
for your emails.

Stefan Pollard
Editor

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Optimization:
Five Ways to Build
Reader Engagement
=================

Recently, I've been noticing
something unusual on my social
networks, such as the Email
Marketer's Club and Facebook.

Interactions between bloggers
and these social clubs are
also beginning to creep into
the inbox, and that’s all for
the better.

Most importantly, I see a
humanizing effect in which a
blog post or comment also includes
links to profiles, pictures,
contact information and comment
forms. All are ways to launch
discussions instead of just
pushing content one way.

And, they're becoming a
way to connect with your customers
and readers via your email messages.
One-way communication is out,
replaced by the digital conversation.

Read it here: http://www.emaillabs.com/email_marketing_articles/five-ways-to-build-reader-engagement.html

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Delivery Trends:
Industry Delivery Benchmarks
are Meaningless
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Whenever I talk with a client
about metrics, the conversation
often turns to benchmarks:
"We're doing great because our
average open rate is 5 percent higher
than the industry benchmark."

Problem is, general industry
benchmarks don't accurately
reflect your program's performance.
If your email program doesn't match
the benchmarked population, the
numbers are useless for anything
more than a passing comparison.
Learn how to drill down for
meaningful statistics in my
ClickZ column.

Read it here: http://www.clickz.com/showPage.html?page=3627524

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Stat Watch:
Users Redefine Even
Permission Email as Spam
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A new study by Q Interactive
and MarketingSherpa shows
email users no longer think of
spam email as just unsolicited
messages:
* 56%: "Just not interesting to me"
* 50%: "Too frequent emails
from companies I know"
* 31%: "Emails that were once
useful but aren't relevant anymore."

The study also asked
respondents how they used
the report-spam button:
* 48%: "Did not sign up for
the email"
* 41%: "Email was not of
interest to me"
* 25%: "I get too much
email from the sender."
* 20%: "I get too much
email from all senders."

Source: "Spam Complainers
Survey," March 2008

Read it here: http://www.qinteractive.com/news/releaseDetails.asp?ID=238

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Ask Lyris:
How to Show URLs?
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Question: What's the best
way to show a URL in the text
of an email message? Does it
vary from HTML to text?

Answer: Always remember
that the URL is basically
computer code, and it's
always a good idea to
show as little code as possible
in your email message, no
matter which format you're using.

With HTML messages, you
shouldn't show the whole
URL unless you have a
specific reason to do so.
For example, http://www.This-Is-a-URL.com/subscribe/
doesn’t provide much value
to the reader.

Read it here:
http://www.emaillabs.com/FAQ/how-to-show-urls.html

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Company Update: Introducing
the new LyrisHQ.com
marketing portal
=================

Some of the content you
have been accustomed to
finding at EmailLabs.com
is now located at our new
marketing resource portal,
LyrisHQ.com.

Our new site continues to
provide practical, useful
content on email-marketing
best practices – and it also
offers expert advice on
other facets of online
marketing. The site features
daily marketing blog posts,
as well as articles on
Web analytics and site
optimization.

In honor of LyrisHQ.com
becoming the new home
of The Intevation Report,
we've rebranded our
newsletter and will be
making some additional
behind-the-scenes changes
as we move more of our
content over from
EmailLabs.com to our
new site.

As always, we value
your feedback – and not
just on our newsletter.
Feel free to share any
likes or not-so-likes
about our new resource area.

Visit LyrisHQ.com
Email feedback

============
About Lyris
============
Lyris, Inc.
(OTCBB:LYRI.OB)
is a leading
marketing-technology
provider of hosted and
installed software
solutions – including
EmailLabs for email marketing.

EmailLabs is rated
highest in both market
suitability and overall
business value for
small-to-midsize
businesses (JupiterResearch
E-mail Marketing
Buyer’s Guide, 2008).

The company’s
Lyris HQ integrated
marketing platform
allows marketers to
manage email
campaigns, conduct
Web analytics, run
pay-per-click
campaigns and
publish Web-site
content – all from
a single sign-on portal.

For more information,
visit Lyris.com or
EmailLabs.com.
Call 888-GO-LYRIS
(888-465-9747).

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Email Admin Center
============
Lyris, Inc.
Lyris.com
5858 Horton Street
Suite 270
Emeryville, CA
94608
Tel: 888-GO-LYRIS
(888-465-9747)

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