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More control, better segmentation and smarter communication

Over the past period, we’ve introduced a series of updates in Lily - all focused on one thing:

giving you more control over your data, your audience and your communication.

Here’s a quick overview of what’s new, and how it can be used in practice.

🧩 Build your own event logic - also retroactively

You can now go into your event overview and categorise events as far back in time as you want.

This means you’re no longer limited by how events were originally structured in your ticketing system.

Instead, you can:

• Create your own categories (e.g. genre, format, theme)
• Apply them to past events
• Build a consistent structure across your entire history

👉 In practice: You’re building your own data logic — not just using what you’re given.

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🎯 New possibilities for audience segmentation

With the ability to categorise past events comes a powerful new opportunity:

You can now create entirely new audience segments based on your custom categories.

For example:

• People who attended specific types of events based on the logic you are building
• Audiences interested in certain genres
• Repeat visitors within selected categories

👉 This allows you to move from “one audience” to multiple, meaningful audience profiles.

🗓️ Create events manually

Until now, events in Lily were tied directly to your ticketing system.

You can now create events manually, which opens up new use cases:

• Free events or community activities
• Events not handled through your ticketing system
• Internal or external initiatives you still want to communicate around

👉 In short: Lily is no longer limited to ticketed events.

🎨 New templates - ready to use

We’ve introduced a set of new templates, designed for:

• Newsletters
• Pre-event emails
• Post-event communication

They are:

• Free to use
• Ready out of the box
• Built for readability and performance

👉 This makes it faster to get started — and easier to stay consistent.

📩 More flexibility with communication channels

As your audience grows, so does the complexity of how you communicate.

You can now set up multiple sending channels, allowing you to:

• Handle recipients with different legal bases
• Send different types of communication appropriately
• Ensure certain messages are delivered without interfering with newsletter subscriptions

👉 This gives you more flexibility - while staying compliant.

🔌 New integrations

We’ve expanded our ecosystem with several new integrations:

• Venue Manager (DK)
• See Tickets (UK)
• Hoopla (NO)
• Paylogic (NL)

👉 Making it easier to connect your data — no matter your setup.

🔁 More powerful pre- and post-event automations

Automations have become more flexible.

You can now create email series within a single automation, meaning:

• Multiple emails
• Different timings
• Different templates

All within the same flow.

For example:

• 7 days before → practical info
• 2 days before → reminders
• After event → thank you & follow-up

👉 One setup - multiple touchpoints.

The bigger picture

Taken together, these updates are not just new features - they represent a shift:

From:

→ static data and one-size-fits-all communication

To:

→ flexible data structures, smarter segmentation and more dynamic communication

If you’d like help getting started with any of these features, or want to explore how they fit your setup, our team is always happy to help.

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