Press Releases

Lyris and Mailshell Partner to Improve Transactional and Opt-In Email Delivery for Reputable Marketers

Innovative Reputation Database Rewards Good Senders While Penalizing Bad Ones

BERKELEY, CA - Nov. 3, 2005 - Lyris® Technologies, developer of high-performance email marketing solutions and subsidiary of J.L. Halsey (JLHY.ob), today announced enhanced delivery of transactional and opt-in email messages through a partnership with Mailshell, the leading anti-spam engine provider. The collaboration allows customer data from Lyris to be fed directly into to Mailshell's sender reputation database, thereby bolstering email reputation and delivery rates for organizations using ethical sending practices. .

"Lyris has a longstanding commitment to working with permission based email marketers, and we're so pleased that Mailshell has developed a method of rewarding their good sending behaviors." said Dave Dabbah, director of marketing at Lyris Technologies. "The Mailshell partnership allows Lyris to populate its sender reputation database with positive information about our customers, which further differentiates them from all the unethical senders out there."

Mailshell's Sender Reputation database uses an advanced statistical model to assign a reputation score to millions of email messages each day. The resulting data is used to quantify the reputation of organizations' email message attributes and sending habits.

"Previously, most reputation filtering methodologies were oriented primarily around the behaviors of disreputable senders" explains Robb Wilson, vice president of development, Lyris. "This indirectly penalized legitimate senders whose reputations simply hadn't yet been quantified."

Mailshell's system rewards senders on a variety of difficult-to-falsify email attributes such as IP address, country of origin of the IP address, domain owner, name server, and domain registrar, among others. The implementation will benefit Lyris' customer base of over 5,000 established businesses and organizations including national retailers, consumer goods manufacturers, not-for-profits, advertising agencies, news and entertainment organizations, publishing houses, and financial institutions.

"The only difference these days between a legitimate email from a well-known brand versus a fake email claiming to be from that brand, is its reputation," said Tonny Yu, CEO of Mailshell. "Humans used to easily recognize legitimate email from spam, but now reputation-based filtering can do the job more accurately. Our system quantifies reputation via advanced statistical models and helps protect legitimate senders while improving detection of spam and other blended threats."

About Lyris Technologies: As a member of the J.L. Halsey family (JLHY.ob) of email technology pioneers, Lyris Technologies joins Sparklist and EmailLabs in providing leading-edge email marketing solutions to the industry's largest and most diverse array of customers. Over 5,000 companies use Lyris' email marketing solutions to automate the growth and management of their email lists, as well as publish email campaigns, email newsletters, and email discussion groups. Known for positive ISP relations, outstanding deliverability, and a commitment to permission-based marketing, Lyris solutions are the most trusted in the industry. Lyris' flagship product, Lyris ListManager, is the world's best-selling software solution for email marketing while Lyris ListHosting offers the same powerful capabilities in the form of an on-demand web-based service.

About Mailshell Inc.: Mailshell's anti-spam and anti-phishing software helps its OEM partners, including Computer Associates, Oracle Corporation, CyberGuard, Panda Software, ZyXEL, Broderbund and Lyris Technologies, among others, generate new anti-spam revenue, upsell existing products to new anti-spam customers, and cut anti-spam engineering and support costs to near zero. Companies can integrate the Mailshell Engine into their existing product or application using Mailshell's development toolkit, the Mailshell Anti-Spam SDK. Mailshell is the leading licensor of spam filtering software to OEMs and has more OEM partners with revenues in excess of $50 million than any other company in the world. Via Mailshell's OEM partners, more than 6,000 companies and 10 million consumers worldwide rely on 'Powered by Mailshell' filters to block spam.

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