Grupo Salamandra: how it segments and retains its audience with Nevent

A nightlife group like Salamandra doesn’t sell a ticket: it sells a different night every weekend, spread across venues with very different personalities. In Valencia, that group is MYA Club, the open-air L’Umbracle Terraza, and Committee. Each venue draws a crowd that only partly overlaps, and each night sells out in days, not months.

The website and ticket sales for one of its venues, MYA Valencia, are already covered in another case study. This piece is about what happens after that purchase: how Grupo Salamandra builds the relationship with someone who has already been to one of its nights.

The starting point: several venues, one way to communicate well

The default setup for a group with several brands is for each venue to keep its own contact list, its own calendar, and its own way of communicating. That makes sense: the crowd at MYA Club isn’t the same as the crowd at an open-air terrace, and mixing everyone into a single send dilutes the message.

But a group also needs to move as a group: announcing a warmup before a big event, sharing photos of a night across sister venues, or reactivating people who haven’t set foot in any of the three in a while. Salamandra needed a structure that respected each venue’s identity without losing the ability to speak as a group when it mattered.

How they do it with Nevent: one tenant per venue, 137 active segments

With Nevent, Grupo Salamandra works on a multi-tenant structure: one group-level tenant and one child tenant per venue, each with its own database and its own campaigns. Cross-venue sends — pre-event warmups, recaps and joint activations — go out from the group level, without duplicating lists by hand.

On top of that structure, they run 137 active segments across the three venues. Some real examples:

• Attendees of a specific date (“Attendees Saturday 6/13”), for last-minute reminders about that night.
• Musical interest (“Afro-house fans”, “Indie crowd”), so every style of night reaches the people who actually follow it.
• Access type (guest list, last-minute buyers, VIP), because each of those audiences arrives at the night with different expectations and responds to different messages.
• High Nevent Score (“Super-hot fans”), the most engaged audience for each brand.
• Recurrence with recent-contact exclusion (“+3 events and no previous campaign”), organized in successive waves from G1 to G5 so the same person doesn’t get the same message twice.
• Cold audience reactivation, for people who haven’t interacted with any venue in the group for a while.

The journey they repeat most often is easy to describe and hard to improvise without audience segmentation: a countdown warmup before the event, the event send itself, and a photo campaign right after with the gallery from that night. Each step relies on the right segment, not the whole database at once: a message for the guest list isn’t the same as one for someone buying a ticket two hours before doors open.

Results: above the industry benchmark, at both levels

Over the past twelve months, both venue-level communication and the group’s cross-venue sends sit clearly above what the events industry considers a good result.

Metric	L’Umbracle Terraza	Group cross-venue sends	Events industry benchmark (good)
Open rate	30.8%	26.5%	25-35%
CTR	8.3%	7.1%	3-5%
CTOR	26.9%	26.6%	—

L’Umbracle’s CTR runs two to three times the CTR the industry considers good. And CTOR — the share of openers who also click — sits close to 27% at both levels: one in every four people who open the email ends up interacting with it. Committee, for its part, posts a 36.5% open rate, the venue with the most direct relationship with its audience within the group.

Among the cross-venue sends, one campaign stands out: a “Warmup D2” with a countdown to an event, sent to a hot segment, which reached an 80.8% open rate and a 43.4% CTR. Those are the numbers of the right message reaching the right people at the right moment, not simply a better-written send.

The pattern that converts best, wave after wave, is “photos” campaigns after the event and “warmups” before it. In the group’s conversion attribution analysis, using a time-decay model that weights the last touchpoint before purchase more heavily, a single photos campaign accounted for 93% of that weight. And recurrence segments with recent-contact exclusion consistently generate the most assisted conversions, wave after wave.

All of this rests on a healthy foundation: a complaint rate below 0.02% and deliverability above 98% across all three tenants — a sign that the group’s domain reputation is well looked after, something you only notice once it breaks down.

Retention: not paying twice for the same person

The number that best sums up the underlying work is recurrence: 21.6% of people who buy a ticket at MYA return for another event within twelve months — one in five. At L’Umbracle Terraza, recurrence sits at 14.5%.

These are figures you can only measure if you know who has bought before, and can only move if you talk to someone who already knows you differently than you talk to a stranger. It’s the same idea we covered in paying twice for the same person: every time a group treats a repeat attendee the same as someone who has never shown up, it’s paying to capture them all over again instead of building on the relationship it already has.

What comes next

Grupo Salamandra’s next step with Nevent runs in two directions. The first is adding channels to a journey that already works: SMS with personalized links for the most time-sensitive alerts, like a night nearing capacity. The second is exploring a conversational agent to handle each venue’s most repeated questions — hours, access, dress code — without relying on answering them one by one on social media.

Neither is live yet, but both start from the same principle that already works in email: talk to the right person, about the right thing, on the channel where they’ll actually read it.

If you run several brands or venues under one group and you’re still communicating with each one separately, with no shared view across them, that’s the first question worth asking before the next season.

Frequently Asked Questions

What is Grupo Salamandra?

Grupo Salamandra is a nightlife group in Valencia made up of several brands and venues, including MYA Club, L'Umbracle Terraza and Committee. Each venue has its own audience and programming, and the group combines venue-level communication with group-wide sends when it makes sense to speak as one.

How does Grupo Salamandra segment its audience with Nevent?

Through a multi-tenant structure: one group-level tenant and one child tenant per venue, each with its own database and campaigns. On top of that structure they maintain 137 active segments, using criteria such as attendance to a specific date, musical interest, Nevent Score, or purchase recurrence excluding recently contacted people.

What results does Grupo Salamandra get with the email marketing managed by Nevent?

Over twelve months, L'Umbracle Terraza posts a 30.8% open rate and an 8.3% CTR, well above the 3-5% the events industry considers a good CTR. The group's cross-venue sends move a CTOR close to 27%, and the best-performing 'Warmup' campaign reached an 80.8% open rate and a 43.4% CTR.

What role does repeat attendance play in Grupo Salamandra's strategy?

A central one. 21.6% of people who buy a ticket at MYA Club return for another event within twelve months, and at L'Umbracle Terraza the figure is 14.5%. Treating someone who already knows the venue differently is what sustains that recurrence without relying only on capturing new audiences every time.