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.

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. 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. 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.