Mumbai: Online marketing company Lyris announced that Crackle.com has selected it to streamline their online marketing efforts. Crackle is a multi-platform video entertainment network and studio that distributes the hottest emerging talent on the web and beyond.

"Lyris HQ allows us to central-manage our campaigns all the way from creation to measurement – improving results, and boosting time efficiency," said Crackle VP of marketing Mary Ray.

Before using Lyris HQ, Crackle.com leveraged internal systems and processes to rollout email communications. Today, Crackle is leveraging Lyris HQ to manage customized newsletter campaigns to its opt-in audience base of entertainment trendsetters and tastemakers.