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Maintaining Their Momentum: How the Nashville Predators use Emma to Grow in Normal Times and Times of Crisis

Lindsay Rutledge
Lindsay Rutledge Director, Consumer Strategy & Communications, Nashville Predators


The beloved Nashville Predators hockey team is using promotional campaigns, newsletters, and their loyalty program to tap into local pride & passion for the sport to build a relationship with their audience. 

With 4.5M subscribers across 10 sub-accounts that focus on everything from concerts at Bridgestone Arena, to the Nashville Predators’ weekly newsletter, to Guest Services, the Predators Foundation, and a special account for season ticket holders, this nimble team is acquiring and retaining subscribers via sweepstakes for free tickets, leveraging past & existing buyers across lists, and delivering a proprietary loyalty platform exclusive to season ticket holders who gain access to prizes, special experiences, and merch the more money they spend.

Join us to hear how the Nashville Predators continued to creatively engage their audience through the COVID-19 pandemic with virtual events with hockey players and high-impact partnerships with music management companies, resulting in retaining 40-60% newsletter open rates with season ticket holders.

  1. Effective segmentation is key to making your audience feel seen and generating long-term loyalty (for example, not sending a ticket offer to someone who already has tickets for that game).
  2. Leveraging lists across sub-accounts leads to greater engagement and revenue. 
  3. It’s possible to maintain a successful loyalty program even through difficult times like the COVID pandemic, with virtual events and partnerships that still provide attendees with usable rewards points.
Lindsay Rutledge

Lindsay Rutledge

Company: Nashville Predators
Title: Director, Consumer Strategy & Communications

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