Jazz à Saint-Germain-des-Prés

Enhancing the festival experience by automating the delivery of editorial content after the first purchase

Discover how Jazz à Saint-Germain-des-Prés uses Arenametrix’s marketing automation module to build audience loyalty even before the festival begins.

Created in 2001 and located in the legendary Saint-Germain-des-Prés district — the birthplace of jazz in Europe — the Jazz à Saint-Germain-des-Prés Paris Festival offers unique concerts in exceptional venues.

As a major Parisian jazz event, it presents premium concerts each year built around unprecedented artistic encounters, emerging talents, and special favorites. The festival takes place every spring over several days.

Engaging and retaining festival-goers

To build loyalty and offer an unforgettable experience, every festival must consider the entire festival-goer journey — not just the event itself. Adding contacts to the database, post-festival communication, ticket purchases, satisfaction surveys, editorial content delivery… Each touchpoint serves a specific objective.

Integrating editorial content into its communication strategy is an effective way to strengthen audience interest and excitement around a festival, creating a unique bond with attendees.

The festival team wanted to design a complete festival experience that would begin before the event even started, through communication actions that spark desire and anticipation among ticket buyers.

This optimal experience would also allow the festival to build a relationship with attendees from the moment they purchase their ticket. The goal was to deliver the right message, at the right time, to the right person — without making the process time-consuming.

What Was Implemented

→ Defining a target audience, timing, and relevant message: To thank buyers and welcome them into the “festival community,” we decided to send them an email two days after their purchase, at a moment when they are most likely to express interest in the festival.

→ Creation of an editorial email: What better way for a festival to engage its audience than by sharing a playlist featuring tracks from the invited artists—offering original content and moving beyond a purely commercial relationship?

→ Automation of a post-purchase workflow: Together, we set up a marketing automation scenario that sends the editorial email to festival-goers two days after they purchase their ticket, in order to optimize their experience.

72%

Open rate for the post-purchase email sent to ticket buyers two days after their purchase

25%

Engagement rate for this email (calculated based on the number of clicks within the email relative to the number of opens)

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With Arenametrix, we were able to strengthen our festival experience at a key stage in the audience journey by relying on marketing automation.

The automatic sending of a post-purchase email allowed us to build a connection, thank them for their bookings, and personalize their entry into the festival circle by giving them access to exclusive content.

We now aim to complete this approach by creating a fully rounded experience, notably by collecting audience feedback through a post-festival email.

Donatienne Hantin Charbaut, Co-Founder and Co-Director of the Festival
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