Frequently I am asked why the Lyris HQ marketing platform is a great tool for marketers to grow into. Personally, I believe that Lyris HQ is the most all-inclusive online marketing suite due to its five fully integrated applications. Lyris HQ is a marketing essential whether you're a new or seasoned online marketer.

Keeping the goals and needs of marketers in mind, Lyris HQ provides all the tools a marketer could want, including email marketing, content creation with landing pages, deliverability analytics, Web analytics, and search marketing. Let’s discuss each of these tools in more detail, and how they all work together.

Email Marketing

Understanding that the first and foremost concern of an email marketer is creating messages, Lyris HQ's email marketing tool will assist you with message creation, manipulation, and examination. To make the system even more user friendly, there are prompts that pop up to remind you if any step is missed or details forgotten. Here are just some of the many things you can do with the email marketing tool:

• Manage and grow lists
• Create messages with built-in templates
• Edit/Copy/Test messages
• Set up domain keys
• Track your user history
• List segmentation
• Suppression lists
• Triggers based on actions
• Create opt-in forms
• View and download bounced and unsubscribed reports
• View spam rating
• View open rates
• Analyze key performance indicators
• Analyze reporting

Content Creation

Knowing that it's considered "best practices" to utilize landing pages in conjunction with online campaigns, Lyris HQ includes a content creation tool with built in landing page templates. Also, you can store a large number of images which can be easily dragged and dropped into your template design. With the content creation tool you can:

• Create landing pages
• Store images
• Manage A/B split testing
• Integrate with the email marketing tool

Deliverability Tools

Both the email marketing and content creation tools integrate together to tag team email message creation. They then send information to the EmailAdvisor application when an email message is launched. This deliverability tool is one of my personal favorites because it is completely dedicated to analysis. With EmailAdvisor you can:

• View Inbox Snapshots for over 50 ISPs
• Audit your message for spelling errors
• Provide recommendations
• Monitor your deliverability in more than 60 ISPs
• Receive notifications of any blacklists
• Analyze your message for any “spammy” content
• Check the status of 60 ISPS for delays that may affect your message

Web Analytics

Speaking of analysis, Lyris HQ's Web analytics is a powerful reporting machine. It's a marketer's dream providing accurate reports of visitor behavior. This Web analytics tool provides advanced visitor segmentation in addition to seamless integration with your email and search marketing campaigns. Monitor how successful your PPC campaigns are at delivering visitors to your Web site and how successful your site is at converting these visitors into sales. With the Web analytics tool you can determine:

• Which PPC ads have the best conversion rates, then optimize your other ads based on the results
• Which keywords generate the most qualified leads, so you can decide where to best spend your money
• Which search engines are eating up your budget and which are paying off

Search Marketing

The search marketing tool gives you reporting for multiple search engines in a single user interface (UI) to empower you to determine how your campaigns are performing against each other. Knowing this, you can then use the search marketing tool to manage all of your keywords within the Lyris HQ UI rather than having to log into each separate search engine. Furthermore, in seconds it provides you with the same in-depth analysis of problematic areas that can take some search engines up to 15 minutes or more to calculate; and you can quickly and painlessly set your parameters for each report. These items include:

• Click-through-rate changes for creatives (CTR lower than #.##% and at least ### impressions in the last ## days)
• Keywords related items:

• • Positioning (fell # places in the last # days)
  • Cost-per-click (CPC increased by #.#% in the last ## days)
  • Position (average position yesterday was lower than #)
  • Bid pricing (too low bid prices that cause the keyword to be ineligible for search)
  • Approval (disapproved keywords)

Undoubtedly, Lyris HQ is a fully integrated system with endless capabilities that we are striving to improve more and more each day. Lyris HQ is a great platform on which to learn because its extensive capabilities and user friendliness prove to be a dynamic tool for even the greenest of marketers. It's also a strong tool for those advanced online marketers who wish to get truly complicated, customized, and analytical with their marketing.

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About the Author

Jennifer Conrado is an account manager at Lyris. She aids clients with their email marketing efforts through goal-specific consultations, list hygiene management, and deliverability analysis.

Related Resources:

• Subscribe to Inside Lyris HQ our monthly online-marketing newsletter.
• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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