New email marketing tool provides detailed reporting information to give transparency to email marketers.

Lyris, a marketing technology company, today announced the launch of ListManager 10. The company claims that the new version of its flagship email marketing tool combines  technology with availability of information to address deliverability issues.

The company explains that Internet Service Providers (ISPs) now provide increasingly specific reasons, rather than a generic rejection, when they 'block' messages from reaching the inbox of the intended recipient. Lyris ListManager 10 has been developed in response so that the software acts on the information it receives from ISPs and optimises its behaviour in order to deliver more email. Listmanager 10 also provides detailed reporting information to give transparency to email marketers so that they can amend their campaigns as necessary.

Andrew Robinson, managing director of Lyris UK explains: "Good email delivered to the inbox is welcomed, but people hate spam and are equally frustrated when valid email is unnecessarily blocked. However, the picture has improved significantly in recent years. Today all the parties involved in email marketing recognise that they have to collaborate if the industry is to combat spam and ensure that the medium achieves its potential."

Robinson continues: "A growing 'spirit of openness' has seen ISPs become richer sources of information which in turn enables email marketers to respond by using the sophisticated capabilities of Lyris ListManager 10. Everyone wins because less spam is delivered and more legitimate messages get in to the inbox."