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Direct Marketing News: Q&A: Blaine Mathieu, CMO, Lyris

Direct Marketing News: Q&A: Blaine Mathieu, CMO, Lyris

Direct Marketing News: Q&A: Blaine Mathieu, CMO, Lyris

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].

Read the full post!

  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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