Paloma

Paloma is a Swedish platform for newsletters, SMS to customers, event registration with ticket sales, and marketing automation, run by Paloma in Sweden AB from Hedemora. The site says the platform has been developed there since 2003 and that more than 1,500 companies, associations and organizations send with it. Its own description of the audience is short: it suits small and medium-sized companies, and the customer examples on the site run from a car dealer and a bakery to a business network and the Swedish ski federation. The whole product is in Swedish, as is the support, so this is a tool for organizations that communicate with a Swedish-speaking audience.

Four modules, one contact list

The home page describes Paloma as four modules that share the same contacts: newsletters, SMS, events with registration pages, and automated flows. A contact who signs up through a form, registers for an event or arrives through an imported list becomes a recipient for newsletters, SMS and automatic reminders alike. That shared list is the main design idea. An association that invites members to its annual meeting can take the registrations on a Paloma sign-up page, send the agenda by email, remind attendees by SMS the day before and follow up afterwards, without moving data between systems.

The getting-started path on the home page has three steps: create a free account, add contacts by importing lists or collecting subscribers and registrations through forms, then send and follow up. The site says opens, clicks and registrations can be followed in real time.

Building and sending newsletters

The newsletter page describes a drag-and-drop editor that needs no code, alongside ready-made responsive templates. It says a sender gets twenty ready-made templates in seven categories, from plain newsletters and event invitations to templates aimed at municipalities, associations and ecommerce, all mobile-friendly and adjustable with the sender's own colors and logo. Colors and fonts can be tuned to the brand, a list or contact selection is chosen as the audience, and the mailing can be previewed and test-sent before it goes out. It can then be sent immediately or scheduled.

The feature grid on the same page names the rest of the newsletter tool:

• Automation: automatic flows, trigger emails and A/B tests.
• Analysis: opens, clicks and delivery followed per audience.
• GDPR: double opt-in, consent collection and full control over the data.
• Team: several users, permissions and a shared file archive.
• Delivery: bounce handling and sending with SPF, DKIM and DMARC.
• Personalization: tailored content and segmented recipients.
• Distribution: tools to collect more subscribers and share mailings digitally.
• Connections: integration with other systems through an API, plus Google Analytics.

The FAQ adds that newsletters can be sent from the customer's own domain, and that configuring SPF, DKIM and DMARC for that domain improves the chance that mail lands in the inbox rather than the spam folder. The email marketing guide on the site says Paloma shows its reporting figures per mailing, including deliverability, opens, clicks, conversions and unsubscribes, and that the platform helps with segmentation, testing and automatic list handling.

SMS, events and automation

SMS is pitched for the moments when email is too slow: reminders, offers and important information sent straight to a phone. The newsletter page suggests pairing the two, for example an SMS reminder the day before an event or a deadline for recipients who have not opened the email in time.

The event module covers invitations, registration pages and participant lists, and the menu describes it as a place to create events and sell tickets online. The home page frames it as keeping a common thread before, during and after an event. One customer case, a car dealership, uses Paloma for newsletters, invitations and surveys in one place.

Automation is described as flows that send the right message to the right person at the right time, with automatic reminders and follow-up named on the home page, and automatic flows and trigger emails named on the newsletter page. The site also publishes a guide on lead scoring in marketing automation. The pages do not describe the flow builder in more detail than that.

Plans and pricing

The FAQ says pricing is based on the number of sends per month, with current prices on a separate pricing page. The email marketing guide states that the free account includes 250 sends per month with an unlimited number of contacts, with no card and no binding period, and that paid plans start at 95 kronor per month. The home page lists what the free account includes:

• up to 250 emails per month
• up to 80 event participants
• 5 free SMS
• no card details required
• no binding period, upgrade when you want
• personal support in Swedish

The guide says the free account is enough for a monthly letter to a smaller association or a newly started company. The newsletter page adds that you can start sending free and upgrade only when you need more features or larger volumes. Paid tiers above the 95 kronor entry point are not listed on these pages.

Every signup message on the site repeats the same terms: no card required and no binding period. The home page puts it as staying because you want to, not because a contract holds you.

Data location, security and support

Data location is the platform's most repeated claim. The site says all data is stored on Swedish servers with Telia Cygate, that the platform is run in data centers in Sweden, and that contacts and statistics never leave the EU/EEA. On certification the home page is precise: the ISO/IEC 27001:2022 certification refers to its infrastructure partner Telia Cygate, where operations take place, and "Paloma har ingen egen certifiering" (Paloma has no certification of its own). The FAQ says all servers are in Sweden and all data is handled according to GDPR, and that customers can collect consent, use double opt-in and keep full control of their contacts.

Support is in Swedish, handled by real people in Hedemora on office hours, according to the FAQ. The contact block gives a phone line open Monday to Friday, 08:30 to 16:30, the address info@paloma.se, and the office at Åsgatan 30 in Hedemora. The newsletter page names individual contacts for sales, customer care and partners, and training is part of one sales role. There is also a partner program. The site's library of Swedish guides covers segmentation, target audiences, subject lines, newsletter statistics, GDPR, and the accessibility and plain-language rules that apply to municipalities, regions and authorities.

Who it suits

Paloma fits Swedish companies, associations and public organizations that want newsletters, SMS and event registration handled from one contact list, with data kept in Sweden and a support line they can call in Swedish. The free account is useful for a small association: 250 emails a month to an unlimited number of contacts, a handful of SMS and room for a small event, with no card needed. Organizations that run events are the clearest match, because registration, reminders and follow-up share one list.

It is a weaker fit for senders outside Sweden or teams that work in another language, since the interface, guides and support are Swedish. Developers who need detailed API documentation will find only a one-line mention of the API on these pages, and senders who want to budget a large list against published tiers above the 95 kronor starting price will need the pricing page or a conversation with sales.