Customer Success Story

After Strategic Restructuring, Pense

Imveis Email Marketing Program
Generates Seven Times More Leads
in Only Six Months
About Pense Imveis RBS Group
Launched in 2012, Pense Imveis is the main real estate online classified website
for the south of Brazil, covering Rio Grande do Sul and the state of Santa Catarina.
The site hosts over 3,000 listings of newly-built and existing properties and
generates over 1.2 million visits monthly, helping visitors find the right properties
and facilitating communication between them and property owners for transacting
purchases or rental agreements. Pense Imveis also has a digital magazine that is
updated on a daily basis to cover topics about architecture, construction, market
trends, renovation, and home decorating.

Business Challenge
The partnership between Pense Imveis and Lyris began when the company chose
Lyris HQ Agency Edition to replace its existing email marketing solution. In reviewing
new solutions, the company was looking for a platform that could help it generate
leads plus offer expertise in email campaign management and optimization.

The Solution
Pense Imveis worked with Lyris Professional Services to refine and optimize its
marketing programs with innovative digital marketing tactics, best practices, and
strategies to maximize online performance. After only six months email marketing
is contributing significantly to higher levels of engagement and market share for the
company, and is generating an increasing number of leads.

Strategy #1: Apply new segmentation rules in order to implement a reengagement campaign.
Objective
Increase the number of engaged subscribers in the Pense Imveis database and,
therefore, the open rates of its campaigns.
Action
Working with the Lyris team, new segmentation rules were created which separated
active and inactive subscribers, and identified a new segment for reactivation
through a re-engagement campaign.
Strategy #2: Develop email templates that are optimized for mobile devices.

Headquarters
Porto Alegre, Brazil
URL
www.penseimoveis.com.br
Industry
Real Estate
Products & Services
Lyris HQ Agency Edition
Lyris Professional Services
Results
Within just six months:

653%

increase in lead generation

800%

increase in revenue

Driven by new segmentation

strategies, responsive design
templates, and re-engagement
email campaigns

Customer Success Story

Objective
Increase email campaign open and click-through rates.
Action
Taking into account the rapid growth of mobile device usage, Lyris experts re-designed
the companys email campaign templates based on a mobile first concept in which
emails are optimized for viewing on the smallest screens first and still deliver good
experiences for larger screens. Thanks to the mobile-optimized email templates, Pense
Imveis increased its email click-through rate by nearly four times.

Our first challenge was to replace our

email marketing solution in order to reach
the goals set for 2014. Lyris was selected
among the various email marketing
providers taken into account. Its main
advantage was the fact that Lyris was
not just a provider of an email marketing
platform. Lyris professional services team
accompanied, step-by-step, all strategies
The Results
adopted. Therefore, with Lyris constant
Business is booming at Pense Imveis. The company has been able to increase its email
support and strategic guidance, we were
volume by 503% since implementing the Lyris HQ Agency platform, and is already gaining
able to consolidate email marketing as
market share. Working with Lyris Professional Services on best practices and email
a pillar for lead generation results for
optimization strategies has returned outstanding results in all key metrics, far surpassing
expectations for its most important metric when it began working with Lyris: lead generation. Pense Imveis. There is still a long way to
go, and I am convinced that Lyris is the
800% increase in email revenue
partner that will help us grow.

670% increase in audience

653% increase in lead generation

625% increase in business transactions

65% increase in open rates

22% increase in deliverability rates, from 78.37% to 95.42%

268% increase in click-through rates

123% increase in click-through open rates

Decrease in bounce rate from 21.63% to 4.48%

Douglas Bonesso
Head of E-mail Marketing, Pense Imveis

800%

700%

600%

500%

400%

300%

200%
Audience
Leads
100%
April

May

June

July

August

September

October

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 Strategic Consulting Services brings together expertise from multiple industries and companies to work with marketers to analyze, benchmark,
build, and measure a results-oriented plan that leverages marketing best practices and industry thought leadership.

Benefits

Drive revenue through behavioral retargeting

Deliver a consistent customer experience across digital touch points

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

About Lyris, Inc.

With over 20 years experience, Lyris is a global leader 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

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
Copyright 2014 Lyris, Inc. All rights reserved.

www.lyris.com