An email tool that fits the concert hall perfectly
The Marketing department at UKK consists of a Marketing Manager, three Marketers, a Ticket Manager, and an Art Director. Mattias Ezra is one of the department's employees and manages, among other things, digital channels, the website, keyword optimization, and advertising on social media. Email marketing is also part of his responsibilities.
– Previously, we used a basic newsletter tool, but because we wanted to communicate with specific ticket buyers, it was cumbersome. We had to go into the ticketing system, export Excel files, then upload the contact lists into the email tool again before we could send out any emails. And we had to do this before every dispatch, says Mattias.
The collaboration between UKK and MarketHype began in earnest in the spring of 2022, after a long delay due to the pandemic. One challenge was targeting their communication to several broad groups, while another was the static Excel lists for each mailing. Today, UKK uses the new marketing system and sees how it has helped overcome these challenges. Mattias explains:
– Since the email tool and all ticket buyer data are in the same system, we no longer need to deal with contact list imports and exports – the data is already there! The filter function also makes it easy to select the genre and age group we want to target. It’s just a matter of getting started!
Another advantage Mattias mentions is the option to choose "non-marketing communication." It means that emails are sent to everyone – even those who have unsubscribed from the newsletter but still need to receive some information. This is used when UKK needs to reach guests with important updates. The system keeps track of who UKK is allowed to talk to. For "marketing communication" mailings, those who have unsubscribed are not contacted.
– The email channel has become much more efficient! We spend less time and effort on it. We also send more emails and newsletters, while seeing higher open rates and more people clicking on the links in the mailings, says Mattias.
MarketHype offers more features that simplify everyday tasks for Mattias and the rest of the department. Among other things, UKK runs post-visit automations with evaluations on customer service, wardrobe, and the overall experience, receiving thousands of responses.
– The tool is intuitive and it’s easy to set up automations. There is also data available in many different places. I don’t work in a very structured way with measurements yet, but I know how to find the statistics and occasionally check things like average age and geography – mostly for fun, explains Mattias.
