How Lyris HQ & Lyris Strategic Consulting Services, Lyris’ Software-as-a-Service (SaaS) email and digital marketing solution helped a footwear retailer helped setup and optimize mobile email marketing campaigns Visit http://lyris.com/us-en/clients/customer-success-stories to see how over 5,000 organizations worldwide use our solutions to design, automate and optimize data-driven digital marketing programs.

1. Business Challenge
Offering a large inventory of the latest styles in its 50+ stores and online, a major
brands retailer wanted to augment its email program to drive revenue for its
ecommerce business. Utilizing the advanced technology of Lyris HQ and specially-
developed email templates from Lyris Strategic Consulting Services, the company
launched a triggered cart abandonment program in 2013. And while the program ran
well, open and click-through rates were disappointing.
The Solution
Recognizing that over 50% of emails are opened on mobile devices today, the Lyris
team went to work first determining the number of the retailer’s mobile users and
then creating and testing cart abandonment emails optimized for mobile to see if
they would improve engagement.
Step #1: Determine Percentage of Mobile Email Opens
Using engagement analytics, Lyris learned that 69% of the company’s emails were
opened on mobile devices – making the ability to respond to the needs of this
significant portion of its subscriber base especially important.
Footwear Retailer Tests Mobile-
Optimized Cart Abandonment
Emails to Find the Perfect Fit
Customer Success Story
Industry
Products & Services
Lyris HQ
Lyris Strategic Consulting Services
Results
Mobile-optimized emails:
5.48% increase in
open rate
17.5% increase in
CTR
7.8%
increase in
conversions over a
3-month period
Mobile
Webmail
Desktop
69.2%
10.2%
20.6%
Retail

2. Customer Success Story
“Everyone knows that mobile
optimization is extremely
important these days,
especially at a company like
ours with a majority of emails
being opened on mobile
devices. Working with the Lyris
creative team, we improved
our cart abandonment email
for mobile users, and are
seeing the benefits of higher
opens, clicks and conversions
as a result.”
Step #2: Optimize Cart Abandonment Emails for Mobile Users
With this information at hand, Lyris developed a mobile-friendly template for the
cart abandonment triggers using responsive design to ensure messages are easy to
read on all screen sizes. The team also applied additional optimization techniques:
• Using media queries to target screen sizes that are 500 pixels or less
• Simplifying the header by removing half of the navigation links and the
secondary messaging around free delivery and international shipping, so as not
to distract the subscriber from the main message
• Single column layout
• Large calls-to-action
Your Cart 1 Item
Total $
Checkout
TheShop.com
Reminding you
of your Items!
TheShop.com
1 Item
Total $
Checkout
Reminding you
of your Items!
TheShop.com

3. www.lyris.com
Customer Success Story
Ready to Get Started?
Lyris’ Integrated Digital Marketing solution
extends the value of email through cross-channel
integration that can significantly increase
revenue and conversions of all digital marketing
programs, generate higher customer loyalty, and
increase the lifetime value of customers.
Lyris Strategic Consulting Services brings
together expertise from multiple industries and
companies to work with marketers to analyze,
benchmark, build, and measure a results-
oriented plan that leverages marketing best
practices and industry thought leadership.
Benefits
• Drive revenue through behavioral retargeting
• Deliver a consistent customer experience
across digital touchpoints
• Achieve visibility across the entire
customer lifecycle
Capabilities
• Proven email engine with tens of billions of
messages sent
• Easy content creation and management
• Deliverability and reputation management
• Email reporting and analytics
• Mobile optimization and creative designs
• Advanced segmentation
• Automated testing
• List management
• Cross-channel campaign planning and
optimization
• Behavioral remarketing
• Integrated Web plus email analytics
• Real-time campaign revenue and
conversion tracking
• Embedded social features
• Dynamic content
• Hosted landing pages
• Hierarchical subaccounts
Lyris, Inc. | 6401 Hollis Street, Suite 125 | Emeryville CA 94608 USA
Toll free + 1-800-768-2929 | International calls + 1-510-844-1600 | Fax + 1-510-844-1598
Customer support + 800 LYRIS CS (597-4727) or + 1-571-730-5259
June 2014 Copyright © 2014 Lyris, Inc. All rights reserved.
Step #3: Test Optimized Emails vs. Not Optimized
Finally, per email marketing best practice, Lyris performed split testing with the cart
abandonment emails to gauge performance using a mobile-optimized version versus
a version with no mobile optimization.
The Results
The mobile-optimized emails were the clear winners in the test, returning a lift in
open rates of 5.48% and in click-through rates of 17.5%.
Based on these results, the retailer began using the mobile-friendly email template
for cart abandonment triggers in January of 2014, and saw a 7.8% increase in
conversion rate within a 3-month period.
About Lyris, Inc.
Lyris is a global provider of innovative email and digital marketing solutions that
help companies reach customers at scale and create personalized value at every
touch point. Lyris’ products and services empower marketers to design, automate,
and optimize experiences that facilitate superior engagement, increase conversions,
and deliver measurable business value. The Lyris solutions portfolio is uniquely
comprised of award-winning messaging automation software, digital marketing
strategy and deliverability services, and a componentized and flexible integration
framework that revolutionizes the way marketers can extend digital messaging
across the enterprise. More than 5,000 companies worldwide partner with Lyris to
manage connected customer communications.
Learn more at www.lyris.com.