Customer Relationship Main Focus in Kensington's Selection of Lyris' ListManager 9.0

By Susan J. Campbell

TMCnet Contributing Editor

 

With the proliferation of e-mail as the primary channel for many mass marketing campaigns, it has become a booming industry for those seeking to promote solutions that enable corporations to take advantage of this medium. One such company benefiting from such a solution is Kensington Computer Products Group, a division of ACCO Brands.

 

Kensington has selected ListManager 9.0 from Lyris Technologies, a subsidiary of J.L. Halsey, and provider of e-mail marketing solutions, to drive the company’s e-mail marketing campaigns.

 

As one of the world’s largest suppliers of branded office products with annual revenues of nearly USD $2 billion, ACCO Brands faced a challenge in e-mail marketing to its customer base. The company’s technology division, Kensington Computer Products Group, was using an in-house e-mail marketing solution and sought to upgrade to a more feature-rich tool that would enable the company to build a comprehensive e-mail marketing program.

 

Rakhi Patel, the eCommerce Channel Manager for Kensington Computer Products Group noted that the company needed a robust, scalable e-mail marketing solution that allowed the IT team to efficiently create and track e-mail campaigns.

 

Patel also highlighted that e-mail marketing is an integral part of the company’s marketing efforts as they help to build one-to-one relationships with repeat customers in a cost-effective manner. Results for Kensington Computer Products Group have been very positive and the division has already seen increased conversions since it began using Lyris.

 

Dave Dabbah, Director of Sales and Marketing at Lyris Technologies contributed that ListManager 9.0’s many advanced features empower marketers to be able to fully optimize their e-mail marketing and e-commerce efforts.

 

Dabbah went on to add that e-mail is an incredibly effective tool for reach customers as well as building relationships. It is particularly effective for e-commerce when customers are seeking immediate information on their orders or have other questions. ListManager can also automate a variety of communications, increasing efficiency and ROI.

ListManager provides tools such as opt-in e-mail marketing, list management, database segmentation and deliverability assurance. Lyris also offers both hosted and software versions for publishing e-mail campaigns, newsletters and discussion groups.

As self-service channels have gained in popularity with corporations through their contact centers and customers, e-mail has become one of the most demanded functions as it is easy to use and quick to complete transactions. A solution that can provide customers with the expected level of service while also streamlining processes internally for the company presents significant opportunity.

 

While the e-mail campaign should not be the only campaign, the corporation will find it very effective when handled properly. Additionally, any solution that presents proof to the customer that the company not only values their business, but knows their likes and dislikes and can offer customized solutions will not only build value with that customer, but will ensure loyalty in the long run.

 

Susan J. Campbell is a contributing editor for TMC and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.