Lyris Technologies, the e-mail software provider unit of J.L. Halsey, has unveiled the latest version of ListManager, which includes a function that allows marketers to track e-mail campaign activity geographically.
Dubbed Lyris ListManager 9.1, the software employs Yahoo Maps to provide statistics for each state on open, clickthrough and conversion rates. In order to use the function, senders must have geographic information attached to their addresses and must upload it to the software.
The feature can help marketers determine how their messages resonate in different areas of the country, said Dave Dabbah, director of sales and marketing for Lyris.
“You’ll be able to see which state had the most opens, for example,” he said. “If your in politics, for example, this will tell you where you need to spend more time on your message. Likewise for a regional product release.”
ListManager 9.1 also includes an alphabetical indexing function that allows users to sort large lists more easily and a “Quick Send” function that allows them to send e-mail without creating a whole campaign.
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