Baseball Fans Rejoice As World's Leading Sports and Entertainment Collectibles Company Upper Deck Achieves Advanced Segmentation of Permission Based Email Members Using Lyris ListManager

Share Article

ListManager integrates with SQL database to manage twelve permission groups based on customer interests; opt-in mailing list grows to hundreds of thousands of members.

Lyris® Technologies, world-class developer of email marketing software and services, and a subsidiary of J.L. Halsey (JLHY.ob), today announced that worlds' leading sports and entertainment collectibles company, Upper Deck, has deployed ListManager's advanced targeting tools, as well as its open database access and customizable API, to keep avid fans in the loop about their favorite players and performers.

ListManager software was integrated with Upper Deck's SQL database, which allowed Upper Deck to manage twelve mailing lists based on customer interests that were automatically integrated with its other systems. Since switching over, Upper Deck's opt-in mailing list has grown to millions of members.

“Our new business requirements called for advance segmentation,” says Toby Alfaro, Director of Technology at Upper Deck. “Baseball fans don't necessarily want offers about products related to basketball. Entertainment fans aren't interested in the same collectibles as sports fans.”

Upper Deck also relies on ListManager to make announcements and promote sales to its distributors and resellers. And for hard-core enthusiasts – the ones who aren't satisfied with just hearing about the latest news – Upper Deck offers thirteen invitation-only discussion lists for the exchange of thoughts and information between seriously dedicated fans. The company also uses ListManager to create internal discussion lists which help to link geographically disperse employees and affiliates.

“Managing the segmentation of large customer lists across multiple groups can be a challenging endeavor,” says Robb Wilson, vice president of deliverability, Lyris. “With Lyris' ListManager, however, the process of automatically integrating customer interests across other systems was greatly streamlined and became a tremendous source of high-value insight into Upper Deck's customers' wants and needs.”

Going forward, Alfaro reports that Upper Deck will step up its email marketing efforts by creating more customized content based using customer's demographic data and purchase history. Demographic information, affiliation, and program participation are used to target customer interests even more closely. The full case study can be found at:

About The Upper Deck Company, LLC.

The Upper Deck Company is a premier sports/entertainment publishing company which delivers a portfolio of relevant, innovative and multi-dimensional product experiences to collectors, sports and entertainment enthusiasts. For more information on Upper Deck and its products, please log onto

About Lyris Technologies Inc.

Lyris Technologies is the developer of Lyris ListManager, the world's best-selling email marketing software. Over 5,000 businesses — from Fortune 500 corporations to fast-growing startups — rely on ListManager and its online alternative, ListHosting, for high-performance email campaign management and analytics. Lyris also offers the MailShield software suite for spam protection, and MailEngine for fast, efficient email delivery. For more information, visit

David Libby


# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

David Libby
Visit website