Source: Direct Marketing News

By: Shahnaz Mahmud

Lyris, a digital and e-mail marketing company, recently launched a partner program to give marketers an advantage on delivering complex campaigns. Blaine Mathieu, CMO at Lyris, talks to Direct Marketing News about the program and the evolving e-mail marketing space.

Direct Marketing News: What’s new for Lyris?

Blaine Mathieu: We are excited about our new partner program. It targets resellers, referral partners, integration partners and agencies with a comprehensive program including marketing support, competitive margins, training and personal support from the partner team. Most so-called partner programs are more about getting logos on websites. The Lyris partner program provides real benefits to real partners.

Also new at Lyris is our release of real time conversion and revenue metrics. Most [e-mail service providers] do a good job of reporting e-mail open and click-through data in near-real time. Marketers have used this data to test and optimize e-mail campaigns as part of an A/B test, for example. However, these metrics are really only proxies for the ultimate success of a campaign. By reporting actual revenue [for an e-commerce site] and conversion metrics [for a lead generation site], we can allow marketers to make timely decisions based on actual successful [initiatives].