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About Go Ape
Go Ape is the United Kingdom’s number one forest adventure company, offering a
choice of 29 outdoor activitie...
Customer Success Story
“We have really moved forward
with our email strategy in 2014
and relish the new ideas that
Lyris b...
www.lyris.com
Customer Success Story
Ready to Get Started?
Lyris’ Integrated Digital Marketing solution
extends the value ...
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Go Ape - Customer Success Showcase by Lyris UK

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How Lyris HQ, Lyris’ Software-as-a-Service (SaaS) email and digital marketing solution helped Go Ape to:
1) Automate delivery of email campaigns
2) Employ a behavioral retargeting campaign and improve email subsriptions
Visit http://lyris.co.uk/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.

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Go Ape - Customer Success Showcase by Lyris UK

  1. 1. About Go Ape Go Ape is the United Kingdom’s number one forest adventure company, offering a choice of 29 outdoor activities set in the country’s most spectacular forests. From Segway safaris to tree-top zip-lines and crossings, days out at Go Ape are about living life more adventurously, having fun with friends and family, and “getting in touch with your inner Tarzan.” Business Challenge Go Ape has been working with Lyris since 2011, using Lyris HQ integrated digital marketing software to automate the delivery of email campaigns to its adventure- seeking subscribers. During this time, Go Ape also worked with Lyris Professional Services to refine its marketing programs through best practices and innovative new tactics. So when Go Ape wanted to reach more adventurers through its website and improve engagement with its client base, it turned to the Lyris team for recommendations. The Solution Two email tactics recommended by Lyris quickly resulted in improved campaign performance and increased revenue: using an Email Subscription Pop-up Form, and employing a Behavioral Retargeting Campaign. Go Ape Takes Engagement to New Heights with Subscription Pop-ups and Behavioral Retargeting Headquarters Suffolk, U.K. URLs www.goape.co.uk/ Industry Hospitality/Travel Products & Services Lyris HQ Lyris Professional Services Results Customer Success Story 159% increase in subscriptions within 2 months 96% increase in revenue 2x increase in open rate Pop-up email subscription form Behavioral retargeting campaign
  2. 2. Customer Success Story “We have really moved forward with our email strategy in 2014 and relish the new ideas that Lyris brings to the table. It’s an exciting time for us and email.” Tactic #2: Behavioral Retargeting Campaign Behavioral targeting is the practice of gathering subscribers’ activities on websites, emails, social sites, and other channels in order to inform subsequent engagement. At Lyris’ recommendation, Go Ape implemented a program of follow-up emails sent to subscribers as a result of an email open or click. In one campaign designed to boost business in the second half of its year, Go Ape included a discount offer in the first email, and followed it with an automated email two days later to everyone who opened or clicked on the original email. The email featured a live countdown clock to drive urgency. The results were quite spectacular, and made a strong case for Go Ape to continue using behavioral targeting to engage customers. -- Charlotte Wisbey Marketing Executive, Go Ape Original Email Follow-Up Email Tactic #1: Email Subscription Pop-up Form Permission-based subscriber acquisition has become more widely used recently than ever before. The chances of engagement improve greatly with website visitors who opt in to receive email messages, so many companies are inserting pop-up subscription forms on their websites as another way to capture Web browser information and acquire new subscribers. But are subscriptions attained through pop-ups worth the risk in terms of possible increases in email bounce rates? A key concern, Go Ape asked that exact question of the Lyris team at the start – but couldn’t argue with the results.
  3. 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 Professional Services works with clients to define and implement programs that are aligned to their companies’ strategic priorities, achieve best-in-class results, and deliver measurable return on marketing investment. 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 April 2014 Copyright © 2014 Lyris, Inc. All rights reserved. The Results Not only did the subscription pop-up on the Go Ape home page capture more than 5,600 email addresses in only two months, it had no effect on bounce rates and – most significantly – increased subscriptions by 159% over what the company had collected through its website in the previous two years! The company considers its email list to be one of its biggest assets, and is impressed with how easily it was able to grow that list thanks to a solution from Lyris. The behavioral retargeting campaign has also been successful for Go Ape. The follow-up email delivered an open rate of 62%, more than two times higher than the company’s average email open rate of 28%. The campaign also generated a 96% increase in revenue that would have been left on the table without the follow-up email campaign. Looking forward, Go Ape intends to work with Lyris on finding new ways to encourage its “tribe” to interact with its website, and based on previous results, expects big returns. About Lyris, Inc. Lyris is a leading global provider of digital marketing solutions that help companies engage with customers in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize data-driven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ and Lyris LM – combined with customer- focused services and support, and delivered on a powerful integration platform that connects data and marketing workflows across the enterprise. More than 5,000 companies worldwide partner with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile channels. Learn more at www.lyris.com.

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