Lyris Unveils Digital Marketing Applications That Showcase the Power and Flexibility of Its Customer Communications Platform

Lyris Unveils Digital Marketing Applications That Showcase the Power and
Flexibility of Its Customer Communications Platform

Open Platform Accelerates Marketers' Ability to Innovate and Embed Digital
Messaging Across Their Preferred Marketing Technology Ecosystem

EMERYVILLE, Calif., July 15, 2014 (GLOBE NEWSWIRE) -- Lyris, Inc. (OTCBB:LYRI)
today announced the first set in a series of mini applications that exemplify
how its open platform empowers marketers to extend and connect Lyris
capabilities across the enterprise to improve the customer experience. The new
applications – which provide powerful data integration, engagement analytics,
and email sender reputation monitoring capabilities – were developed using
Lyris' componentized cloud platform. Based on open standards, Lyris' digital
messaging platform establishes a new paradigm for the rapid configuration of
purpose-built solutions that deliver on the promise of connected customer

According to many studies, including a recent report from Econsultancy,
marketers continue to rate the integration of digital channels, such as email,
as a top challenge. Addressing this challenge requires a new application
delivery approach that makes it easier for marketers to connect data and
messaging across every existing and future channel. Given today's channel
convergence and rapid pace of innovation, it is increasingly difficult for any
single "marketing cloud" suite to satisfy every business' unique needs and
remain competitive in an ever-changing digital marketing landscape.

Lyris' best-of-breed solution delivery approach empowers marketers with the
flexibility to choose, configure, and swap out application components with
preferred alternatives, whether these are built by Lyris, other technology
vendors, or themselves. This is a departure from the traditional closed
application suites, or 'marketplaces' of hard-coded applications that are
difficult to customize to evolving business needs. The easier it is for
organizations to interconnect and tailor their marketing technologies, the
better they can enable value-based customer experiences. And as new digital
offerings emerge, these can be synergized into the cross-channel application

The Lyris platform also makes it faster and easier for marketers to integrate
Lyris with thousands of other marketing technologies to create a single view
of the customer.By protecting and extending the value of existing systems and
data assets, Lyris enables marketers to orchestrate meaningful customer
experiences across every touch point without being forced into a single
vendor's "walled garden."

"The ability to quickly create great experiences is what distinguishes great
marketing. These new applications deliver targeted value to our customers, and
also provide inspiration for Lyris users to engage in their own configuration
of applications tailored to their unique business needs," said John Philpin,
CEO of Lyris. "Marketers no longer need to be restricted by applications that
a vendor chooses to build and deliver. Now, the only limitation is their

The mini applications include:

  *Lyris Data Mapper - a flexible and highly configurable console designed to
    connect rich customer data and marketing intelligence between Lyris and
    third-party cloud sales and marketing systems, including Salesforce.
  *Lyris Reputation Monitor - an advanced charting user interface that
    graphically represents Lyris' proprietary mail score and helps marketers
    to manage email reputation based on fact and insight. Reputation Monitor
    further enhances the workflow-integrated capabilities of Lyris' advanced
    email delivery management console.
  *Lyris Advanced Engagement Analytics - a set of automatically-generated
    insights that augment customer profile information with additional data
    derived from email interactions, including geo-location and mobile usage

"Instead of the old enterprise software approach of custom-fabricated
applications that leave all the power in vendors' development teams, Lyris is
democratizing access to partners and customers with its open and flexible
solutions framework. This helps us seize the opportunity to innovate faster
and optimize for customer value in every interaction in a multi-channeled
approach," said TC Yee, managing director at The Computer Department. "The
Computer Department has been building 'mini mobile apps' along the same
framework working together with the Lyris team. Using Lyris Technologies, The
Computer Department has harnessed the technology to power the world's first,
award winning gift sharing social networking app, 'MyShout'."

"The easier you make it for me to plug in other marketing applications and get
synergies between them, the happier I am," says Scott Brinker, editor of Chief
Marketing TechnologistBlog. "I may love your campaign management
capabilities, but not your social media management features. That doesn't have
to be an existential crisis for either of us though, if I have the ability to
keep one and substitute the other. If some hot new digital service emerges —
such as marketing with VR and wearables — and you don't support it yet, I
don't have to angrily hound you on the phone, email, and every social network
I can grumble on for 16 months. I can turn to an innovative start-up that can
plug into your APIs, and I end up lauding you for your amazing flexibility."


For more information visit the release launch page on at URL:

About Lyris

Lyris is a global provider of innovative email and digital marketing solutions
that help companies reach customers at scale and create personalized value at
every touch point. Lyris' products and services empower marketers to design,
automate, and optimize experiences that facilitate superior engagement,
increase conversions, and deliver measurable business value. The Lyris
solutions portfolio is uniquely comprised of award- winning messaging
automation software, digital marketing strategy and deliverability services,
and a componentized and flexible integration framework that revolutionizes the
way marketers can extend digital messaging across the enterprise. More than
5,000 companies worldwide partner with Lyris to manage connected customer

CONTACT: Press contact
         Danielle Tarp
         Blanc & Otus for Lyris
         (415) 856-5182
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