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Lyris ListManager to manage American Apparel e-mail marketing

27
Mar '08
Lyris Inc, a leading marketing technology company, announced that American Apparel has selected Lyris ListManager as its e-mail marketing solution.

American Apparel, a vertically-integrated manufacturer, distributor and retailer of branded fashion basic apparel, is implementing ListManager, the premier marketing software for creating, sending and tracking e-mail campaigns, to execute its global newsletter program aimed largely at its age 18-30 customer demographic. The American Apparel campaign will encompass 300,000 subscribers worldwide, localized by market.

For American Apparel, ListManager's support for easy modification, configuration and integration was an important requirement. The company already had a proprietary list management system in place, but needed an e-mail solution that would be flexible enough to use its existing data structures, but powerful enough to manage American Apparel's complex list marketing needs.

As an installed solution, ListManager can be integrated seamlessly into current database infrastructures, providing clients with an expedient, scalable and secure environment for managing their e-mail marketing campaigns.

“When we embarked upon the search for an e-mail marketing solution, we knew that Lyris was a leader in the market and certainly a top consideration,” said Charles DeLauder, Web Technology Manager at American Apparel.

“Lyris gave us the advantage of an installed solution. By hosting ListManager in-house, we are able to leverage our mature IT facilities to improve deliverability and reduce overall costs. The rich tracking and powerful content customization features have been able to increase relevancy and online sales accordingly.”


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