Campaign to promote new Zeppelin iPod speakers opened by 40% of recipients

Over 40 percent of people targeted by Bowers & Wilkins ( in an email campaign to promote its new Zeppelin iPod speakers opened the digital marketing message to learn more. The luxury speaker manufacturer achieved this open rate, which is double the industry average of about 20 percent, using email marketing specialist, Lyris UK (

Launched in the UK in February 2008, the Zeppelin iPod speakers are the latest edition to the Bowers & Wilkins (B&W) range of hi-end products. The promotional email campaign used Lyris' email marketing tool, ListManager. Emails were sent to 192,500 registered users, drawing attention to the aesthetic and acoustic quality of the new product with the aim of driving people to the company's website for more information. ListManager was also used successfully in October 2007 as part of the US launch strategy for Zeppelin. As well as B2C communications between B&W and its target audience, this included a B2B element in the form of email activity between B&W distributors and resellers.

B&W initially selected Lyris' email tool, ListManager, in November 2004 to streamline its database and conduct an online survey to gauge the opinion of its members on digital music and the use of MP3 players. Lyris then helped B&W continue to engage this audience and further develop its loyalty with intelligent online content via a monthly email newsletter. ListManager was also used to promote the company's 'Society of Sound' initiative, an online music community that brings together a wide variety of people who share a passion for music.

Marine Veron, web marketing manager for B&W Group Ltd explains: “There is no doubt that our customers are loyal to the B&W brand. Where Lyris adds value is by enabling us to have an ongoing dialogue with them regardless of whether they have bought a product recently. As a result, as soon as we started to promote Zeppelin by email, we had an outstanding response.”

Andrew Robinson, managing director of Lyris UK, confirms: “B&W has taken the time and effort to truly understand its audiophile audience. Therefore it can deliver emails that are of real value and the information on the company's iconic Zeppelin speakers was no exception. Very simply, providing people with information that they want means vastly increases the number of emails that are opened.”


About Lyris, Inc.
Lyris, Inc., (OTCBB:LYRI.OB), formerly J.L. Halsey, is a leading marketing technology company that provides hosted and installed software solutions for marketers at mid-size businesses. The company offers marketers an integrated technology platform through its Lyris HQ product and point solutions including ListManager, EmailLabs, ClickTracks, BidHero, Sparklist, Hot Banana and EmailAdvisor. 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. Headquartered in Emeryville, California, Lyris also has offices in London. Global clients include Nokia and Adobe, and UK clients include Arsenal FC, Chinwag, Euroffice, NET-A-PORTER and Tate Online. For more information, please visit,,,, and

For more information, please contact:
Kate Alexander
Lyris PR (UK)
Tel: +44 (0) 20 8946 3739

Published on: 12:00AM on 25th March 2008