Improvements in Click Through Rate generated through design, testing and messaging strategy

Wyevale Garden Centres, one of the UK’s leading gardening retailers, has reported a five-fold improvement in the effectiveness of its email-based customer marketing campaign, following their adoption of ListManager from Lyris UK ( By working with Lyris to focus on improved design, content, testing and messaging, Wyevale has seen significant developments in both the Click Through Rate (CTR) and sales generated by its regular email-based newsletters, competitions and special offers.

Wyevale implemented Lyris ListManager in early 2008, with the aim of building on its existing email strategy. As a result, CTR has risen from 1.7 percent to 8.8 percent in a few months and is now operating at above industry-average performance. Wyevale emails focus on content geared towards the interests of each recipient, driven by information gathered through a customer welcome programme designed by Lyris, together with tracking, analysis and segmentation enabled by ListManager.

One of Wyevale’s key objectives was to maintain a strong link between email content and the local Wyevale store used by each recipient. Using ListManager allows Wyevale to develop regular emails focusing on in-store offers, promotions and events, which combined with intelligence on gardening preferences delivers a highly relevant and integrated campaign.

“Lyris ListManager and the strategic advice Lyris provides on an ongoing basis has enabled us to identify and respond to the specific interests and preferences of each of our email subscribers,” explained Alex Palmer, head of e-commerce at Wyevale Garden Centres. “This level of segmentation, coupled with better design and a strong emphasis on testing means that our online customers receive a personal service that retains strong links with their local Wyevale centre.”

Andrew Robinson, managing director of Lyris UK commented, “Successful email marketing campaigns rely on a combination of factors to really engage recipients. Wyevale understand in detail the interests and preferences of their customers and are able to implement campaigns to promote specific products, or even base their efforts around how their customers have been using their website in recent visits.”


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 / David Tutin
Lyris PR (UK)
Tel: +44 (0) 20 8946 3739 / +44 (0)7788 584413
Email: /

Published on: 12:00AM on 30th July 2008