How Lyris HQ, Lyris’ Software-as-a-Service (SaaS) email and digital marketing solution helped Advanstar to: 1) Improve overall marketing for better audience management 2) Stream email deliverability and auditing process 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. About Advanstar
Advanstar is an event and marketing services business that serves business
professionals and consumers in the fashion, licensing, life sciences, and powersports
industries with its portfolio of 30 publications, 54 trade shows, 100 conferences,
and almost 200 electronic products and websites, as well as educational and direct
marketing products and services. Advanstar operates from multiple offices in North
America and Europe.
Business Challenge
A Lyris customer since 2009, Advanstar started with Lyris ListManager, hosting the
on-premises email marketing software internally and sending high volumes of email
including e-newsletters, e-magazines, and relevant marketing messages to multiple
subscriber databases and through several different Internet Protocol addresses (IPs).
In addition, the company used Lyris EmailAdvisor for deliverability monitoring and
to assist Advanstar media managers with providing SMTP log files for verification
by a third-party auditing bureau, a publishing industry standard. Then, as its
business grew, so did Advanstar’s needs for more customized solutions for audience
engagement, data storage, and deliverability oversight and reporting.
The Solution
With its email volumes quickly ramping up, Advanstar transitioned to Lyris HQ, Lyris’
Software-as-a-Service (SaaS) email and digital marketing solution. The company
worked with Lyris implementation experts on the methodical process of moving
audience files brand by brand, exporting demographics, and remapping them to
Lyris HQ. Additionally, Advanstar invested in Lyris Professional Services’ Delivery
View Program for help with meeting auditing bureau requirements and staying on
top of deliverability, freeing media managers to focus more of their time and efforts
on engagement strategies. With these capabilities in place, Advanstar positioned
itself to achieve three important objectives.
Publisher Advanstar Streamlines
Auditing Process to Intensify Focus
on Audience Engagement Strategies
Headquarters
Santa Monica, California
URL
www.advanstar.com
Industry
Event, Publishing, and Marketing Services
Products & Services
Lyris HQ Agency Edition
Lyris Professional Services
Lyris Delivery View Program
Results
Customer Success Story
Greater efficiencies
in auditing processes
using Lyris Delivery View
Increased focus
on engagement strategies
working with Lyris Professional
Services
“Working with Lyris has really helped us keep pace with the
demands of our growing business. We now have the tools,
expertise, and time to focus on engagement strategies that will
support our continued success. On top of that, being able to build
a custom interface for our auditing bureau was a huge win!”
Carrie Landman
Audience Development Operations Director, Advanstar

2. Customer Success Story
Objective 1: Improve its overall marketing program through greater focus on audience engagement
Advanstar media managers realize that using proven engagement tactics and strategies to improve engagement directly translates to
increased revenue opportunities. The enterprise-scale messaging capabilities in Lyris HQ empower them to interact more effectively with
their audiences using personalization and targeted messaging informed by behavior-based analytics.
Objective 2: Address data storage and management needs
Transitioning from an on-premises to a cloud-based solution provides Advanstar with increased storage capacity for its growing publication
databases. It also enables the company to manage an important component of its storage needs – making three years of data readily
accessible to its auditing bureau – in order to support its third objective.
Objective 3: Gain efficiencies in validating information for auditors
Business publishers are required to distribute reports on circulation figures and other metrics. Advertisers often request that these numbers
be verified by a third-party auditing bureau. Accordingly, Advanstar required access to its SMTP log files for its auditor to run reports that
validate delivery of its e-newsletters. SMTP log files show all conversations back and forth between servers during the email send-and-receive
process and are used to uncover problems with various deliverability factors such as unknown user rates.
Through the Delivery View Program, the company was able to develop a custom interface for its auditor, providing data from Lyris HQ
delivery reports to validate the circulation information published in Advanstar’s Brand Statements.
As importantly, Lyris Delivery View couples the industry knowledge of Lyris experts with targeted consulting and in-depth reporting that
identifies deliverability problems as soon as they occur, alleviating the need for constant oversight by Advanstar media managers.
Publications Sent
Publication
The Results
Business is booming for Advanstar, which is now averaging more than 3,000,000 email sends per month through Lyris HQ on behalf of its
brands. And while low deliverability rates have never been an issue for the company, investing in the Delivery View Program means that
Lyris maintains and monitors deliverability rates and issues on Advanstar’s behalf, improving efficiencies, streamlining interactions with
auditors, and freeing up time for media managers to focus on engagement strategies that will improve their email programs overall. For
example, Advanstar meets regularly with its Lyris HQ account manager to discuss industry changes, best practices, and strategies for more
sophisticated email campaigns.

3. www.lyris.com
Customer Success Story
Ready to Get Started?
Lyris is the trusted email marketing solution for some of the world’s largest publishers and media companies, thanks to unique capabilities that
enable you to manage dozens or even hundreds of media brands efficiently and drive effective, personalized communications. Lyris solutions also
make it easier to integrate email – the most critical digital channel – with your unique set of interactive content, data, applications, and workflows so
that your brands and editors can consistently connect with their audiences in a personalized way.
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September 2014 Copyright © 2014 Lyris, Inc. All rights reserved.
Manage tiered access to media brand data and campaigns.
Manage email marketing for all your media portfolio centrally while providing brand marketers, editors, and analysts with fine-tuned,
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Customize reporting at the publisher and media brand level.
Close the loop by providing each media brand with full visibility into its marketing initiatives and performance while also retaining the
ability to view results across the portfolio in order to identify the strategies that deliver best results.
Optimize reach and response with advanced delivery management.
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monitoring, email previews across more than 30 mobile devices and email clients, and spam filter analysis – all without needing to
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Rely on Lyris Professional Services to define and implement programs that are aligned to your strategic priorities and deliver
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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