Customer Success Story

How the Nashville Sounds Achieved a 24% KBYG Email Open Rate

Emerging League • MILB

Challenge

When the Nashville Sounds received feedback that package buyer fans felt “spammed” with emails, something had to change. The Sounds needed a better way to identify fans that were holding a ticket for each game, while being mindful to target different groups of fans by altering the cadence in which those fans received “Know Before You Go” (KBYG) emails.

Solution

StellarAlgo supported the Nashville Sounds goal to keep Individual, Group, and Suite Buyers informed while lowering frequency cadence of KYBG emails to package buyers.

StellarAlgo also helped the team put multiple KYBG strategies on autopilot, streamlining business operations across departments.

Segments were created dynamically within StellarAlgo. Fans who met the criteria from purchasing or being forwarded a ticket were automatically pushed to HubSpot for emailing.

One example of a KYBG strategy:

Season Ticket Members

Sent a KBYG email on a lower cadence (only on Tuesday and Friday) informing them about either the upcoming weekday games or weekend games.
Filtered for fans that have a valid email address who:
- Hold a full, half or partial plan ticket for games
- Do not hold a Group, Individual or Suite ticket

Results

24%

open rate for KBYG emails

+14

percentage point higher engagement

99

hours saved year-to-date

The Sounds drove operational efficiency, saving 99 hours vs. the previous year. More importantly, fan engagement multiplied.

Average open rate grew to 24%, a nine percentage point increase year-over-year.

The lower cadence also boosted season ticket member engagement; KBYG emails targeting them had a 14 percentage point higher open-to-send rate vs. single ticket buyer KBYG emails the same year.