The Art of Email

Tate Online selects Lyris UK for email marketing

Tate Online, www.tate.org.uk, the UK's most popular arts website* has expanded and diversified its audience with email marketing specialist Lyris UK, www.lyris.co.uk. The site, an integral part of the Tate, now sends almost 350,000 emails a month to keep supporters and visitors up-to-date about events and exhibitions at its four galleries - Tate Britain, Tate Liverpool, Tate Modern and Tate St Ives - as well as new online content.

The prestigious art museum is committed to providing public access to its national collections of British art and international modern and contemporary art. Tate Online offers digital versions of these collections, as well as produces website-only content. It also increases the capacity for entry ticket sales, as these are now sold via the website as well as through the telephone booking system.

Tate's email marketing strategy uses Lyris ListManager to enable it to increase its database of contacts so that more people opt-in to receive information about its offerings. Careful segmentation ensures this is tailored to be relevant to individuals' preferences. Email is used to drive advanced ticket sales, instantly update Members about special viewing opportunities, promote Tate Online content and increase traffic to the online shop. It is also used to keep key contacts such as sponsors and trustees up-to-date with Tate information.

Suzie Blackman, technical manager at Tate Online, comments: “Advances in technology have enabled Tate to greatly enhance its offering and broaden its remit with regard to making works of art easily accessible to the public. ListManager from Lyris is a powerful email tool and therefore an essential element of this strategy as it ensures we can communicate our offerings — targeting more people, more effectively and more flexibly.”

Andrew Robinson, managing director at Lyris UK says: “Tate Online is a first rate example of how an established organisation, renowned for its history and heritage, can embrace twenty-first century technology to the benefit of everyone. Tate has streamlined its communications to be faster and more effective at the same time that it makes information available to a wider audience so that more people can enjoy what it has to offer.”

About Lyris Technologies

Founded in 1994, Lyris Technologies provides leading-edge email marketing software solutions to more than 5,000 customers worldwide. Its suite of products, led by flagship product ListManager, offers powerful tools for opt-in email marketing, list management, database segmentation, and deliverability assurance. Lyris offers both hosted and software versions for publishing email campaigns, newsletters, and discussion groups. Its commitment to permission-based marketing, outstanding deliverability rates, and our extremely positive ISP relations make Lyris' solutions among the best-selling email marketing applications on the market. Headquartered in Emeryville, California, Lyris Technologies is a subsidiary of the J.L. Halsey Corporation (OTCBB:JLHY)  and has UK offices in London. For more information, please visit www.lyris.co.uk.