Online fashion retailer uses Lyris for ‘luxury’ email marketing
campaigns that match brand values and drive ROI

Luxury online fashion retailer NET-A-PORTER.COM has successfully streamlined its digital marketing activity with email marketing specialist, Lyris UK, www.lyris.co.uk. The company has reduced the number of emails it sends to customers, but ensures they are timely, relevant and personal. Email now drives 32 percent of NET-A-PORTER’s total sales and generates more than £1 million revenue per month.

NET-A-PORTER was emailing some customers up to ten times a week with information including generic updates, highlights from specific designers and details of new products. Using Lyris’ email marketing tool, ListManager, it is now able to consolidate communications so that customers only receive two emails a week. These emails are automatically generated and take into account users’ specific interests and preferences.

NET-A-PORTER’s customers want to know as soon as the latest item from their favourite designers becomes available – the hottest items can sell out in hours. The 300,000 targeted emails sent per week by NET-A-PORTER embrace this time and trend-sensitive nature of the retail fashion market. Update emails on specific products and designers are opened by 70 to 75 percent of recipients and achieve a conversion rate of over 10 percent. Newsletters are opened by up to half of recipients.

Martin Bartle, Head of Marketing at NET-A-PORTER, comments: “NET-A-PORTER has developed a devoted following for both fashion advice and retail. Lyris has enabled us to target customers based on their personal preferences making our communications more relevant and targeted. Of the hundreds of new products we put live on the site each week our customers are the first to know when the most sought after items in which they are most interested arrive in store.”

Andrew Robinson, managing director of Lyris UK, says: “Retail fashion is already a niche market, yet within that are further micro-categories – for example by preferred designers or desired products – that need to be taken into account. As a result of undertaking a sophisticated segmentation programme, NET-A-PORTER has raised the game of permission marketing. Rather than just agreeing to receive emails, its customers wait in anticipation for their weekly communication as they know it will take into account their specific preferences and therefore be valuable to them.”

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About Lyris Technologies
Founded in 1994, Lyris Technologies provides leading-edge email marketing software solutions to more than 5,000 customers worldwide. Its suite of products, led by flagship product ListManager, offers powerful tools for opt-in email marketing, list management, database segmentation, and deliverability assurance. Lyris offers both hosted and software versions for publishing email campaigns, newsletters, and discussion groups. Its commitment to permission-based marketing, outstanding deliverability rates, and our extremely positive ISP relations make Lyris' solutions among the best-selling email marketing applications on the market. Headquartered in Emeryville, California, Lyris Technologies is a subsidiary of the J.L. Halsey Corporation (OTCBB:JLHY) and has UK offices in London. For more information, please visit www.lyris.co.uk.

For more information, please contact:

Kate Alexander
Lyris PR (UK)
Tel: +44 (0)20 8946 3739
Email: kate@alexander.co.uk

Published on: 12:00AM on 30th January 2007