How Make helped Palmesus streamline segmentation and personalized email communication
Palmesus is one of Norway's largest and most iconic festivals. For Henrik Johannessen, who manages the newsletters, reaching the right audience with the right message was a challenge – without spending unnecessary time on manual processes.
With Make, everything became simplified. Customers are now automatically segmented based on ticket purchases, previous engagement, and preferences. The combination of advanced segmentation, Ticketmaster integration, and an easy-to-use platform has made newsletters one of Palmesus' most important channels for communication and ticket sales.
Results after Palmesus switched to Make
Targeted newsletters and SMS based on purchase history
Reduced time spent on manual tasks
Improved open and click-through rates
Better email deliverability and higher engagement
Personalised communication made simple and efficient
Before adopting Make, manually sorting customer groups and sending out the right messages was time-consuming. With segmentation in Make, Henrik has gained full control over customer behaviour and engagement, allowing him to create target groups based on tickets, previous newsletter opens, or campaign interaction.
Segmentation also helped Henrik improve the sender reputation of the Palmesus email domain. By starting with deliveries to the most engaged customers, he significantly improved deliverability and open rates.
The main reason for choosing Make: Norwegian and local support
The primary argument for Palmesus choosing Make is that it is a Norwegian company, meaning "we operate under the same rules and guidelines," as Henrik noted. Additionally, they highly value the Norwegian-speaking support team.
Henrik also uses Make to send internal newsletters to employees, combined with SMS broadcasts. "It is incredibly practical to send both email and SMS from the same platform," he says.
Integration with Ticketmaster
When a customer purchases a ticket, they are immediately added to Make and placed in the correct segment. This allows Henrik to focus his time on creating engaging content for each customer group instead of manual sorting. "It is simple and efficient, which is highly beneficial for us," he says.
What did Palmesus learn?
Automation frees up time for strategy and content creation
Segmentation increases engagement and reduces spam risks
A local partner is more accessible for providing deeper insight and advice
"Segmentation has made us much smarter in how we reach people. Now we avoid annoying recipients with irrelevant messages!"
Henrik Johannessen
Marketing Manager, Palmesus