Lifestyle retailer JOY enjoys Lyris HQ platform

06 Jul '11

2 min read

Lyris Inc, the online marketing expert, announced that British retailer, JOY, has boosted sales by sending better segmented and more relevant emails using Lyris HQ and Lyris HQ Mobile. Since partnering with Lyris, JOY has seen a huge increase in their online store traffic from email, showing more than ten times as many email-originated visits. With the Lyris HQ platform in place, JOY has also seen a better-than five-fold increase in their online sales against the same period last year.

JOY is a unique apparel and accessory retailer offering men's and women's clothes as well as an eclectic mix of gifts. The company's communication goal is to create a series of one-to-one marketing conversations with their customers. Lyris HQ enables JOY to build out several messages in a workflow for similar offers, while fine-tuning messages to targeted segments. Attracting customers through email marketing is a primary business driver and reaching consumers with relevant, segmented marketing messages enhances customers' experiences both in stores and online.

"JOY prides itself in offering an eclectic selection of products for our customers and we needed our email campaigns to reflect the personal, targeted and relevant brand that we are,” said Dylan Chadha, business development manager for Joy. “Lyris has helped us segment our database so that we are reaching the right consumer with the right message, re-engage inactive subscribers with more relevant, targeted information and ultimately increase open and click-through rates, which has had a direct impact on sales.”

In a recent panel discussion at the Lyris UK Smart Perspectives event in London, representatives from JOY offered insights on their experience segmenting and improving relevancy to drive better email marketing results. According to Michael Weston, general manager and senior vice president of EMEA for Lyris, who hosted the event, “JOY's success is a prime example of the importance of relevance in an email campaign. We began by segmenting the database to deliver emails to male versus female customers with the relevant fashion products. This phase one activity has immediately delivered an uplift in sales conversions. The next steps, adding more sophisticated segmentation and predictive targeting will continue that growth.” Weston added, “Lyris looks forward to a long and successful partnership with JOY as it continues to develop strategic programmes and engage customers to build its brand.”

Lyris Inc

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