Quick Start Guide

About Lily

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:

  • The Lily/Home button is to the left.
  • A menu icon to toggle the left sidebar.
  • A menu for account settings is to the right.

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.

Account and login

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 specific 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.  

Key Features

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. 

Push events

“Push events” is the area in Lily where you prepare and send SMS and e-mail to your customers when you for instance want to market a specific event or send out last minute information. There are five steps in this process.

In step 1, you choose the type of message you will send to your customers and which channel to use – SMS or e-mail:

Ticket buyers is, like the name suggests, for when you want to send a message to all your previous ticket buyers from your different events several years back. Marketing consents is for when you want to send a message to everyone who has given you their marketing consent.

Add all marketing consents is when you use ticket buyers as your source, but want to add your marketing consents as well to create a larger audience and reach more people with your campaign.

Then you select the content type. Marketing is for when you want to market specific concerts they might be interested in or upcoming events based on what events the customer has previously attended. Important information is for when you need to send important information to all your customers, like changes in schedule or cancellations. 

These distinctions are essential to ensure compliance with marketing laws.

In 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. Your choices in the first step may limit the available groups. Or you can select a saved audience, created in the Audience section (this process is 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.

In step 3, 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.

In step 4, you can Review the sender field, the e-mail subject, and the content of your message.

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.”

In the final step, 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 automations. Thesescheduled messages go out at a specific time before your events, after eventsor after a ticket purchase. Lily can send out your automated emails to anever-growing list of recipients, streamlining this area of communication.

Lily groups the automations into three sections: Before event, After event and Thank you messages sent after purchase.

Before event is usually sent out 1-3 days prior to the recipientsevent, to inform about possible changes, opening hours and other necessaryinfo.

After event can be sent out tothank you for visiting your venue, inform about your upcoming events, specialoffers etc.

Thank you messages can be used to thank the recipientimmediately after purchasing a ticket, suggesting to bring a friend for adiscount, special offers etc

In each of these sections, you can review the following:

  • Date, time and other settings for the automations
  • The next scheduled automations that will go out
  • Recent automated campaigns.

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 Automationedit page, where you firstly give it 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 fine. 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, and also send out a test to yourself. 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.

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. Create a newsletter step by step by following this guide.

Step 1: Select Template

Upload a new template for the newsletter, if you have created your own template. Usually, our skilled designers establish the template for your newsletter, 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 your adding for your specific goal.

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”.


  • How to create your own template

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 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.

  • Choose your general background color, and font for your template if you scroll down on the general settings section.
  • You can also edit the message alignment and width. However, we do not recommend using a message width greater than 600 pixels as you can see in the image example and in the template builder.
  • Here you can also change the general font and line spacing.

Step 2. Setting headings

  • Select the “headings” tab;
  • Set the font size and color for each heading (H1, H2, H3)

Step 3. Building 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:

  • Drop image of your header with logo, to the left. 
  • Now you are able to see your header in your template.
  • Upload your website link, so your audience can click at the header and go directly to your website.

Step 4. Work with text

  • Write directly in your template
  • Choose font, font size at the top of your page

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

  • Click at the image icon in your template
  • Change the image in the settings to the left, the exact same way you did with your header.

Step 6. Editing images

  • Click on the magic wand icon, next to the arrows that allow you to change your image. 
  • Then you will be redirected to the image editor where you can for instance crop, resize, draw and change the background color of your image.
  • You can also add text and frames. Then you click on save and your changes will appear. 
  • Additionally, you can make changes to the image such as adding a link, adjust the alignment, and image size.

Step 7. Adding button

  • Go to the content section and click on Blocks. Here you will find a block called Button that you can drag and drop wherever you want within a container in your email template. 
  • Then you can edit and adjust your button, add the link you want, change the font etc. 

Step 8. Adding spacer

  • You will also be able to find this in the Blocks section
  • Drag and drop it to your chosen structure and make changes to the color and width in the editor next to the template. 

Step 9. Adding SoMe

  • Add link to your social media pages with the block called Social
  • Drag and drop the block to your chosen structure. 
  • Change the social media icons colors in the drop down menu next to “Circle white logos”, and add more by clicking on the +. 

Step 10. Saving your template to use in Lily Campaigns

  • Click on Save Template above the template editor section
  • Then, this box will appear and you can either choose to “update and save template” and it will be saved in your template section
  • Or, you can also choose to make it available in either Automations, Newsletter or Push Events (depending on the template you are designing). It will then appear in either of these areas in Lily automatically after you save and update the template. 

Reports and analytics

Lily makes available a large amount of data about your customers. Here are the reports and analytics sections that are available out of the box:

Upcoming events

This section displays updated ticket sales data about your upcoming concerts.

It is much easier to prioritize and take action based on this overview.

Your top 5 customers

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.

Numbers last 6 months

 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.

Numbers last 6 months
Numbers last 6 weeks
Numbers last 30 days


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. 

Automated processes

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.

Read more

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.