Lily is a Customer Data Platform (CDP) that enables your business to collect and manage customer data. The software is integrated with several of the leading ticket vendors in the Nordic region, such as Ticketmaster and DX, with more integrations underway.
Lily aims to create a seamless workflow where you can sell more tickets and provide a positive customer experience by automating information and marketing for events and venues. Our platform aims to make memorable experiences the core of your marketing, through technology.
Upon logging into Lily, you will notice three main elements in the user interface: The top bar, the left sidebar, and the main content section.
The top bar includes:
If you manage multiple accounts in Lily, you will also find a skyscraper icon in the top bar, allowing you to switch between accounts.
The left sidebar contains the core functions in Lily, including “Push events”, “Automations”, “Newsletter”, “Events”, “Audience” and the “Templates” builder.
In the main content section, you’ll find a collection of resources to support your work in Lily, including reports for your upcoming events, graphs viewing your ticket sales and top customers. Additionally, several resources and guides are available to assist you further. Lily also has a chat function, which you can find by clicking on the speech bubble icon in the bottom right corner. Do not hesitate to use it if you have any questions.
When you become a Lily customer, you will receive a username and password from the Lily team so that you can sign into your account and begin sending out automated marketing campaigns.
You may sign out from the left sidebar or from the personal menu in the upper right corner. Here you can also view your account settings, make any necessary changes and view your personal profile.
This section is an important part of marketing in Lily. It allows you to segment and create your own target audiences based on your specific needs. Below you will find a step by step guide on how to create your first audience segment.
Step 1: To create an audience you need to click on the add new audience button.
Step 2: If you want to add people who attended specific events, click on select events and search for the ones you want to add.
Step 3: You can also choose to create an audience that has attended your events for a specific period of time, such as September 1st to December 1st.
Step 4: Here you can choose ticket buyers who have bought tickets from your venue in the last number of days of your choosing, such as in the last 30 days.
Step 5: Then you can choose to add all your marketing consents as well.
Step 6: You can also filter your audience based on various locations, if your venue has more than one. Meaning that only people who have bought tickets to an event in the selected locations will be a part of this audience.
Step 7: The categories section is for people who have bought a ticket to an event with the categories you select here.
Step 8: When you have added the filters, categories and locations you want, you click on filter and save and your audience will be created. This audience can be used in both Lily Push and Newsletter campaigns and will appear in these areas afterwards.
NB! You do not need to add every single filter and category to your audience, it is up to you how much you want to filter out. For instance, if you want to create an audience that attended one specific event that is completely fine. Or, if you want to create an audience with people in the last 30 days, or an audience with your marketing consents, that is also a possibility.
The key features in Lily are Push events and Automations. Both are accessible directly from the left sidebar menu. You also find links to this functionality in the main content section.
You’ll find comprehensive guides to these functions in the Need help? section. Here’s a brief overview of each of these important features.
“Campaigns/Push” is the area in Lily where you prepare and send email and SMS campaigns directly to your audience, both ticket buyers and marketing consents. This function is mainly used for: (1) Marketing a specific event where you wish to sell more tickets, or send out last minute information directly to your ticket buyers. (2) Newsletter campaigns to your marketing consents, which you have created in the templates section.
The procedure is the same for both types of campaigns, consisting of 5 steps.
Step 1: First, you must choose the audience source, either your audience which has given their consent to receive marketing from you, or ticket buyers from all your different events. Then you choose whether the campaign contains “Important information” (only for critical info such as cancellations, change in opening times, change of venue etc) or “Marketing” (Everything else). These distinctions are essential to ensure compliance with marketing laws.
Then you choose the type of message you will send to your customers and which channel to use – SMS or email.
Step 2: You can select a Target group to send your message to.
You can choose from different target groups already set up in your account, displayed when you click on “Add Target Groups”. Here you can also exclude specific groups from receiving the campaign. Your choices in the first step may limit the available groups. Or you can select a saved audience, created in the Audience section (process described above). If you want to select one audience, you select one from the drop down menu. If you want to combine multiple audiences, tick the boxes below for the ones you want to add to your Push Campaign.
Step 3: Then you add the Content for your message. The options will differ depending on whether you are sending SMS, e-mail or both. It is possible to send the same message in both SMS and e-mail. However, if you are sending out a newsletter or an email that you have already finalized with all the text and desired layout in Templates, you can skip this section.
Step 4: Now you can Review the sender field, the e-mail subject, and the content of your message.
Step 5: When you are ready to send, press Confirm and send. A new window will inform you, “Your batch is registered and will be sent shortly.”
Afterwards, you will get a Receipt about the state of your sending. If it went well, you would get a success message: “The batch is sent!”
In this section, you get an overview of your pre planned emails. These scheduled campaigns go out at a specific time before your events, after events or after a ticket purchase. Lily can send out your pre planned emails to an ever-growing list of recipients, streamlining this area of communication.
Lily groups the campaigns into three sections: Before event, After event and Thank you messages sent after a ticket purchase.
Before event is usually sent out 1-3 days prior to the recipientsevent, to inform about possible changes, opening hours and other necessary info.
After event can be sent out to thank you for visiting your venue, inform about your upcoming events, specialoffers etc.
Thank you messages can be used to thank the recipient immediately after purchasing a ticket, with sections including discounts if they bring a friend or similar, as well as other special offers or important information etc..
In each of these sections, you can review the following:
How to set up an automation:
Step 1: On your dashboard you scroll down to "Active automations" and click on the "Set up new" button. Here you choose your automation type (before, after or thank you), and click on "Add".
Step 2: Then you will be redirected to the Automation edit page, where you firstly give the campaign a name. Then, in the "Description field" shortly describe the automation and what it is for.
Step 3: If you want to send out an SMS in addition to the automated email, you can do so in the "SMS text" field, using thevariables [event_name], [event_date], [event_time], [event_location] asplaceholders.
Step 4: Upload your template, and make sure to preview afterwards to see if everything looks correct. Then you click save automation.
Step 5: Thereafter, you choose a send time, for instance 1 day before the event at 12pm, and click on save.
Step 6: In the "edit settings" section you can choose your settings for the automation. You can enable or pause, choose to send it out via e-mail or SMS, in addition to sendingyourself a test. When you've chosen the settings you want, you click save and the automation will be up and running!
- Test email: To send out a test e-mail, you have to go to the Automation section on the left hand side in Lily, find the one you created, click on the arrow next to the automation title and click on "show campaigns". Here you can preview one of the campaigns Lily have created and scroll down to the "send teste-mail" section.
Step 7: If your pre planned campaign is going to a specific event, or you want to exclude an event from receiving the automation, you need to add a rule in the “Rules” section.
A window will pop up where you first filter the rule by i.e. Event name, date, code etc depending on your needs. Then you choose the rule type, and paste the rule expression in the type field.
For example:
Filter by: Name of Event
Rule type: contains
Field of Expression: Paste the name of the event you want the rule to contain, paste this from the Event section in Lily to ensure there are no misspellings or similar- because the rule will not work otherwise. Once this is completed, you can click on the test rule to see if the right event pops up.
Is your event canceled? Then you also have to cancel your automation! Until midnight the day before the event, the automation must be canceled. Some ticket systems automatically cancel in Lily, some DON'T! Important information about your ticket system and canceling in Lily:
BUT: Eventim customers WITHOUT a JSON feed do not automatically cancel events in Lily.
Eventim customers WITH an event feed (currently only Vega) have events canceled and updated every hour.
Ticketmaster: events are canceled if the cancellation is made the day before.
Other ticketing systems: need to check.
The "Automated Newsletter," is empowering you to effortlessly connect with all contacts who have granted marketing consent, or have visited your venue. Keep your audience informed with the most recent news and insights without having to create a new template for each sendout. Create an automated newsletter step by step by following the guide below.
Step 1: Select Template
Upload a new standard template for the newsletter, if you have created your own template. Our skilled designers can assist you in creating the standard template for your newsletters, incorporating your branding, fonts, and logos, after your first “onboarding meeting”.
If you created the template using the Lily Template Builder, your template will appear automatically here for you to select.
Select the design you like the most. Then go to the next step.
Step 2: Add events you would like to promote
Add events by several options; days ahead, tickets sold, categories or location. Why not all of them? Tailor the newsletter to you specific needs and goals of the campaign!
There are 4 different options for segmenting the different events that will automatically appear in your newsletter.
Option 1:Event days ahead are upcoming events, x days from today. Example, create a newsletter feed of upcoming events the next two weeks from now. Choose 14 days ahead, and add the events you would like to promote.
Option 2: Create an interval, and sell more tickets. In this step, you are able to prioritize upselling for specific events.
Tickets sold from %
Write the lowest % sold of your upcoming events, or a higher % of your choice.
Tickets sold to %
Write the highest % sold of your upcoming events.
Add events from the interval by your choice.
Option 3: Categories. Select a category for your event or events. Add events by category.
Option 4: Locations. Select the location the event or events are located. Add events by location.
You can create several combinations of options!
Added events will be shown to the right, and will automatically be included in your newsletter feed of upcoming events.
Step 3: Select Audience
Select the audience you want to connect with.
You may choose between all marketing consents, test audience, tester audience and ticket buyers for the last two years.
The audience you select, will receive your newsletter.
Total recipients: x fans in your selected audience.
Audience table: personal information about your audience.
Step 4: Preview and edit newsletter
In this section, you are able to see the added events in your automated newsletter.
Lily goes the extra mile by incorporating images, links, and other pertinent details that you have included in the ticket system, enhancing the visual appeal and informativeness of your newsletter.
Even when it`s automated, you still have control. Edit directly in the preview, and make the changes yourself.
Step 5: Schedule testing
Before reaching your audience, each newsletter undergoes rigorous testing. Nothing is sent without your explicit approval, ensuring that the content aligns with your expectations in both appearance and readability.
Choose “test only” and “test recipients”, which may be your own email. Then type in an email subject, and schedule your testing.
Step 6: Schedule sending
Stay in the same section, and remove the “test only” button. Determine the frequency of your newsletter send-out and choose the optimal day and time for distribution to your audience.
Push “confirm and send”.
Before you start: Remember to SAVE your template often!! If you have several tabs open, or make too many changes without saving your template, they might be lost and you will have to start all over again. So make sure you save the template every time you make changes to the template.
Step 1: General settings
Message width, allowing you to choose the width of your newsletter, push or automation. Max. 600 pixels.
Message alignment, allowing you to position your message in the template.
Default padding, allowing you to move the message in the direction of the numbers you choose. F.eks 20 left and 20 right.
Step 2: Setting headings
Step 3: Building your header
The header container is ready for upload, when you start from scratch. Click at the “image icon” in your template.
Then you are able to see this tab to the left:
Step 4: Work with text
Want to add your own text box?
First, find the structure of your text in the content folder.
Secondly, choose the “text” block and drag into your chosen structure.
Now, you are able to write directly in the textbox.
Step 5: Adding images
Step 6: Editing images
Step 7: Adding a button
Step 8: Adding a spacer
Step 9: Adding SoMe
Step 10: Saving your template to use in Lily Campaigns
Lily makes a large amount of data available about your customers. Here are the reports and analytics sections that are available out of the box:
This section displays updated ticket sales data about your upcoming concerts.
It is much easier to prioritize and take action based on this overview.
In this section, you’ll find data about your most dedicated customers and how many purchases they have made.
We encourage Lily users to benefit from this information by making their best customers feel special – by reaching out to them, giving them discounts, or some other offer.
This section makes it easy to track how your sales are going filtered by days, weeks and the last 6 months.
You can view the number of orders and tickets sold over the last 6 months, the past few weeks, and each day within the last month.
We are committed to helping our customers get the most out of Lily.
In addition to user documentation like this guide, we regularly publish relevant content on our blog. We offer guides to different aspects of marketing, customer dialogue, customer data and more.
You will find these guides in the "Need help?" section, in our blog and via different links in the main content section of Lily.
When you become a Lily customer, we integrate Lily with your ticket system, making customer data available six years back. Your data in Lily is being updated daily through this integration.
More than 30 different types of metadata are scraped from the ticket system and become structured in Lily.
One of the most important pieces of data is the marketing consent – helping you keep your customer dialogue on the right side of the marketing laws.
Our recommendation for new users is to get familiar with the navigation quickly. Log into your account as soon as possible and have a look around the platform and explore its possibilities and functions.
Next, we suggest you create a test audience to go through the Push events process. For most of our customers, this is the most impactful tool in Lily. Mastering it will give you superpowers in reaching your customers with the right message at the right time.
Furthermore, check out your automations and try adding a new one. You can also try and create a newsletter template and send it out to your test audience after adding a couple of upcoming events.
You will find all the additional resources you need in the Need help? section in the personal menu in the upper right corner.
We regularly add to our resources on the Lily blog and make the most useful posts available directly on the Lily website.
