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, website, keyword optimization and advertising in social media. Email marketing is also in his area of responsibility.
– Previously, we used a pure newsletter tool, but because we wanted to communicate with specific ticket buyers, it was a cumbersome tool. We needed to go into the ticketing system, dump excel files, go into the email tool, and then upload the lists of contacts again, before we could send out any email. And this we needed to do before each dispatch, says Mattias.
The collaboration between UKK and MarketHype started in earnest in the spring of 2022, after a long start-up due to the pandemic. One challenge was to target their communication towards several broad target groups, the static Excel lists at each mailing was another one. Today, UKK uses the new marketing system and can see how it has contributed to turning the challenges around. Mattias explains it all:
– Since the email tool and all ticket buyers are in the same system, we no longer need to mess around with contact list imports and exports – the data is already there! The filter function also makes it easy to filter out the genre and age group we want to talk to. It’s just a matter of getting started!
Another advantage that Mattias mentions is the possibility to choose "non-marketing communication". It means that e-mails are sent to everyone – even to those who have chosen to end their subscription to the newsletter, but who need to receive some information – and is used on occasions when UKK needs to reach guests with important information. The system keeps track of who UKK is allowed to talk to. In the case of "marketing communication" mailings, those who have chosen to unsubscribe are not reached.
– The email channel has become much more efficient! We spend less time on that point, with less effort. We also send more emails and newsletters at the same time that the opening rate is higher and more people click on the links in the mailings, says Mattias.
In MarketHype there are more functions that simplify everyday life for Mattias and the rest of the department. Among other things, UKK has post-visit automations running – with evaluations regarding customer service, wardrobe and the experience as a whole – which receive 1,000s of responses.
– The tool is intuitive and it is easy to set up automations. There is also data in a lot of different places. I don't work in a very structured way with measurement yet, but I know how to find the statistics and occasionally check things like average age and geography, mostly for fun, explains Mattias.
