E-mail marketing software company Lyris Technologies is expected today to unveil the latest version of its flagship product, Lyris ListManager 9.0.
New features include some enhanced A/B split testing abilities, including randomly generated test segments; concurrent sending of test e-mail; and comparative reporting on such metrics as unsubscribes, subscribes, opens, click-throughs and purchases.
ListManager 9.0 allows marketers to split test up to 10 versions of their messages, according to Lyris.
The new software can also send e-mail up to 10 times faster than the last version, the company said.
ListManager 9.0 also offers a new “engagement index,” which the company says uses data such as forwards, opens, click-throughs and transactions, to assign each address a numeric value based on how engaged the receiver is with the marketer’s message.
According to Lyris, the engagement index is a way to spot list segments worth some extra attention, such as prospects who may not have purchased but who are clearly engaged with the brand and, as a result, should be approached with a special offer.
