Baseball Fans Rejoice As World's Leading Sports and Entertainment Collectibles Company Upper Deck Achieves Advanced Segmentation of Permission Based Email Members Using Lyris ListManager
ListManager integrates with SQL database to manage twelve permission groups based on customer interests; opt-in mailing list grows to hundreds of thousands of members.
Berkeley, CA (PRWEB via PR Web
Direct) June 20, 2005 -- Lyris® Technologies, world-class developer of email
marketing software and services, and a subsidiary of J.L. Halsey (JLHY.ob),
today announced that worlds' leading sports and entertainment collectibles
company, Upper Deck, has deployed ListManager's advanced targeting tools, as
well as its open database access and customizable API, to keep avid fans in the
loop about their favorite players and performers.
ListManager software
was integrated with Upper Deck's SQL database, which allowed Upper Deck to
manage twelve mailing lists based on customer interests that were automatically
integrated with its other systems. Since switching over, Upper Deck's opt-in
mailing list has grown to millions of members.
“Our new business
requirements called for advance segmentation,” says Toby Alfaro, Director of
Technology at Upper Deck. “Baseball fans don't necessarily want offers about
products related to basketball. Entertainment fans aren't interested in the same
collectibles as sports fans.”
Upper Deck also relies on ListManager to
make announcements and promote sales to its distributors and resellers. And for
hard-core enthusiasts – the ones who aren't satisfied with just hearing about
the latest news – Upper Deck offers thirteen invitation-only discussion lists
for the exchange of thoughts and information between seriously dedicated fans.
The company also uses ListManager to create internal discussion lists which help
to link geographically disperse employees and affiliates.
“Managing the
segmentation of large customer lists across multiple groups can be a challenging
endeavor,” says Robb Wilson, vice president of deliverability, Lyris. “With
Lyris' ListManager, however, the process of automatically integrating customer
interests across other systems was greatly streamlined and became a tremendous
source of high-value insight into Upper Deck's customers' wants and
needs.”
Going forward, Alfaro reports that Upper Deck will step up its
email marketing efforts by creating more customized content based using
customer's demographic data and purchase history. Demographic information,
affiliation, and program participation are used to target customer interests
even more closely. The full case study can be found at: http://www.lyris.com/about/casestudies.html?s=sdbr
About
The Upper Deck Company, LLC.
The Upper Deck Company is a premier
sports/entertainment publishing company which delivers a portfolio of relevant,
innovative and multi-dimensional product experiences to collectors, sports and
entertainment enthusiasts. For more information on Upper Deck and its products,
please log onto www.upperdeck.com
About Lyris Technologies
Inc.
Lyris Technologies is the developer of Lyris ListManager, the
world's best-selling email marketing software. Over 5,000 businesses — from
Fortune 500 corporations to fast-growing startups — rely on ListManager and its
online alternative, ListHosting, for high-performance email campaign management
and analytics. Lyris also offers the MailShield software suite for spam
protection, and MailEngine for fast, efficient email delivery. For more
information, visit http://www.lyris.com
David Libby
510.663.8155
e-mail protected from spam bots
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Source : http://www.prweb.com/releases/2005/6/prweb252957.htm