Lyris Debuts Mobile Marketing Solution

Lyris HQ Mobile Enables Marketers to Engage Prospects and Customers On-the-Go
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PARK CITY, Utah – Lyris, Inc., the online marketing expert, announced Lyris HQ Mobile, a new SMS texting solution that allows marketers to send timely, relevant and targeted text communications to opt-in audiences. With the introduction of Lyris HQ Mobile into the Lyris HQ integrated online marketing suite, today’s marketers can now streamline online and mobile marketing campaigns within the same rich interface, reducing the cost and complexity of managing campaigns, while increasing ROI.

Marketing channels continue to expand and marketers need to take full advantage of consumers’ busy and active lifestyles. According to the Mobile Marketing Association’s Annual Mobile Attitude and Usage Study, one in four mobile subscribers in the U.S. and Western Europe expressed either strong or moderate interest in mobile marketing efforts.(1) JupiterResearch, a Forrester Research company, predicts that by 2013, there will be 371 million U.S. wireless subscribers, and of those, 201 million will be SMS users.(2)

“Mobile device users are continuing to grow in number which presents significant opportunities for marketers that want to strengthen relationships with their core audiences,” said Blaine Mathieu, chief marketing officer, Lyris, Inc. “Lyris HQ Mobile allows marketers to broaden engagement with prospects and customers, wherever they spend their time.”

In a recent Forrester Research report, David Daniels, vice president and principal analyst confirmed this by writing, “Marketers must consider the impact of emerging communication channels and of increasing favorability of text messages on specific demographic segments.” (3)

Enabling Marketers to Engage Consumers Anytime, Anywhere

With today’s mobile consumer, online marketers have the added pressure of supporting and tracking campaigns with both online and mobile elements. Lyris HQ Mobile allows users to sign up for SMS messages via text message or by completing an opt-in form. Lyris HQ Mobile handles all opt-in requirements set forth by the mobile carriers and provides reports back to marketers in real-time so they are aware of what is working and what needs improvement.

There are many use cases for Lyris HQ Mobile. These include community organizations providing timely updates to their members, promoters who send SMS texts to concert-goers who have opted in to receive messages while attending a show, or tradeshow sponsors who want to drive traffic to a specific location or event within a conference.

Capabilities and features of Lyris HQ Mobile include:

* The ability to send one-time messages immediately, as well as on a scheduled or recurring basis to specific users
* The capability to target messages to individuals or groups of subscribers that provide users with exclusive offers, polls or location/event specific coupons
* Support for a broad range of campaign types including surveys, contests, transactional messages, and promotional copy
* Dedicated, customizable shortcode or shared shortcode options are available
* Query and reporting capabilities that provide marketers with insight such as the status of a message, individual response rates and return of messages sent to bad numbers
* Enforced double opt-in process as required by wireless carriers
* API-based interface allows easy connection to other applications

“Today’s marketers are forced to expand their marketing channels into media like mobile while also increasing their level of reporting and analysis,” said Jim Sterne, chairman of the Web Analytics Association. “Solutions that can integrate these functions and tie results into an overall digital marketing campaign will be a key asset to marketers looking for competitive advantage in today’s economy.”


Lyris HQ Mobile is available as an API-based solution. Lyris has partnered with Air2Web to help provide SMS to Lyris HQ customers. For more information please visit:

About Lyris, Inc.

Lyris, Inc. (OTCBB:LYRI) is the online marketing expert delivering the right mix of software technology and industry knowledge to help its customers simplify their marketing efforts and optimize campaign ROI. Through the delivery of the industry’s first on-demand integrated marketing suite, Lyris HQ, and knowledge-sharing community,, to secure and reliable on-premise solutions, including Lyris ListManager, Lyris provides customers the right tools to optimize the management, collaboration and execution of their online and mobile marketing initiatives. These sophisticated, yet easy-to-use tools provide marketers a suite of best-of-breed applications for managing email marketing campaigns, publishing and managing Web site content, creating landing pages, optimizing Web sites and managing pay per click campaigns. Clients include Nokia, Adobe, PalmSource, Johns Hopkins University and JupiterMedia. For more information, please visit The company is based in Emeryville, Calif.

About Air2Web, Inc.

Launched in 1999, Air2Web helps marketers harness the power of mobile to engage with their consumers. Over the past 10 years, Air2Web has launched thousands of mobile marketing campaigns. Air2Web offers companies the tools and technology to promote products and brands, improve the efficiency of customer service and enable mobile transactions, anytime, anywhere. Air2Web is the trusted mobile resource for some of the largest, most influential brands in the world, including AT&T, Procter & Gamble, WalMart, Starbucks, UPS and many more. For more information on Air2Web, visit

The statements in this news release relating to matters that are not historical facts are forward-looking statements based on management’s beliefs and assumptions using currently available information and expectations as of the date hereof, and are not guarantees of future performance and involve certain risks and uncertainties, including risks and uncertainties detailed from time to time in Lyris Inc.’s filings with the Securities and Exchange Commission available at Although management believes that the expectations reflected in such forward-looking statements are reasonable, it cannot give any assurances that these expectations will prove to be correct. Lyris assumes no duty to publicly update or revise any such statements, whether as a result of new information, future events or otherwise.

1 “MMA: One in four U.S. users interested in mobile marketing,” FierceMobileContent, November 12, 2008. (

2 “US Wireless Forecast, 2008 to 2013: Reaching the Tipping Point for Mobile Data Services,” JupiterResearch, a Forrester Research Company, July 30, 2008. (

3 “The Social and Portable Inbox: Optimizing E-mail Marketing in the New Era of Communication Tools,” JupiterResearch, a Forrester Research Company, July 10, 2008. (