Portalen
Before18%
→After moving to Lily45%
Reported open rate before and after the move to Lily.
Audience reach
No. You don't have to accept a 15% open rate.
Your audience didn't suddenly stop caring. The rules of reaching them changed.
Find out what's limiting your reach →Open Rate
13.8%Reported campaign performanceStart with the right question
Your audience is still there.
A low reported open rate does not necessarily mean people stopped caring about your organisation or its events.
Reach is shaped by technical trust, audience data, permissions, engagement, relevance and sending behaviour.
Reported open rate is useful, but imperfect. It does not directly measure inbox placement or unique human readership.
The new reality
The inbox changed.
Google, Yahoo and other mailbox providers protect people from unwanted bulk email.
For relevant bulk senders, requirements include SPF and DKIM, DMARC, low spam complaint rates and one-click unsubscribe.
These matter. They are not the whole explanation.
SPF + DKIMDMARCSpam rate < 0.3%One-click unsubscribeWanted communication
Official guidance: Google Email sender guidelines ↗Yahoo Sender Best Practices ↗
Real results
What happened after moving to Lily?
Documented reported open rate before and after moving communication to Lily. The comparison does not isolate one cause.
Skråen
Before15%
→After moving to Lily50%
Reported open rate before and after the move to Lily.
Oslo Nye Teater
Before22%
→After moving to Lily49%
Reported open rate before and after the move to Lily.
* Reported email open rate. It does not directly measure inbox placement or unique human readership.
View the documented results on lily.no ↗What the evidence tells us
The audience didn't need to change. The result did.
So what changed?
No single setting responsibly explains the result. Audience reach is a system.
Data+Permission+Sender health+Engagement+Relevance
Relevance matters
Reach isn't only a deliverability problem. It's an audience problem.
OldOne database↓One newsletter↓Everyone
versus
RelevantAudience data↓Understanding↓Segments↓Relevant communication
A practical checklist
What can you actually do?
✓01
Get the sending fundamentals right
Authentication, sender reputation and healthy sending practices.
✓02
Know who is actually in your audience
Connect identity, ticket purchases and behavioural signals.
✓03
Keep permissions structured
Know who can receive what, and why.
✓04
Stop sending everything to everyone
Use audience data to create relevant segments.
✓05
Communicate around the relationship
Build useful interactions before, around and after events.
✓06
Measure, learn and improve
Monitor engagement and audience behaviour over time.
Around the event
Build the relationship.
Useful communication before and after an event creates relevant interactions beyond the sales push.
Before event→Event→After event→Next relevant event
Audience capture
You can't reach an audience you never capture.
Where supported, Lily connects signals from ticketing, website sign-ups, forms, historical data, Meta Lead Ads and other integrations.
Explore Lily integrations →Audience visibility
You can't improve what you can't see.
Who the audience is
Purchases and attendance
Engagement
Permissions
Relevant segments
Communication history, where available
Lily brings these signals into one audience view. Better visibility gives teams a stronger foundation for more relevant audience communication.
Your next step
Don't accept the number. Investigate it.
Find out what's limiting your audience reach and what you can do about it.
Get an Audience Visibility Audit →