How Emma partners with MetLife Stadium to power fan engagement and drive ticket sales for one of America’s most iconic venues

MetLife Stadium is home to two NFL teams, a packed calendar of concerts and events, and a subscriber list of nearly 800,000 fans—all managed by a two-person marketing team. Across the stadium, four departments rely on Emma to keep fans, guests, and employees in the loop. Emma has also helped the marketing team deepen fan engagement with a quarterly newsletter, using analytics and testing to learn what their audience cares about most.

The challenge: A world-class venue with a small marketing team contacting large lists

MetLife Stadium’s marketing and communications department doesn’t have the luxury of a sprawling headcount. Their VP of marketing and communications leads the strategy, while their email manager focuses on the day-to-day execution of every email campaign that goes out to the stadium’s nearly 800,000-contact subscriber list. Together, they are the entire team. That lean structure creates real challenges:

Unpredictable campaign volume

The event calendar shifts dramatically year to year, with each event requiring multiple individual email sends covering presales, on-sales, and event-day logistics. In any given year, the team may send 30 to 40 campaigns, but the mix and timing are entirely dictated by the schedule.

Cross-department demands

The email operation serves far more than marketing. HR relies on email for new hire onboarding communications. Guest Services sends post-event surveys after every event. The Partnerships team needs click-rate reporting for sponsor banner ads embedded within campaigns.

The solution: A turnkey email marketing platform that scales with stadium event calendars

Emma gives the MetLife Stadium team the power to operate like a department twice its size. The platform’s intuitive drag-and-drop editor allows the email manager to build polished, professional campaigns quickly, whether the stadium is promoting an upcoming event, selling hospitality packages, or distributing the team’s quarterly fan newsletter.

User-friendly email creation for a fast-moving events calendar

The sports and entertainment calendar waits for no one. Emma’s user-friendly editor makes it possible for the MetLife team to go from concept to inbox quickly, without waiting on developers or designers. Key Emma capabilities that help small teams do more with less:

• An intuitive drag-and-drop email builder that lets the team create and deploy campaigns independently, with no design or development support required
• Customizable templates that can be quickly adapted across event types, from concert presales to hospitality promotions to fan communications
• Built-in AI-powered smart features, including subject line optimization, send-time recommendations, and a pre-send review tool that acts as an extra set of eyes before every campaign goes out to hundreds of thousands of subscribers

A quarterly newsletter averaging a 60.7% open rate

While most of MetLife Stadium’s email campaigns are sales-driven, the team recognized an opportunity to connect with fans on a deeper level. Their email manager spearheaded the launch of a quarterly newsletter designed to celebrate the people, moments, and mission behind the stadium.

Across four editions in 2025, the newsletter averaged a 60.7% open rate, reaching audiences of up to 519,000 subscribers per send. The team’s analysis also revealed that mid-afternoon sends on Wednesdays consistently drove the strongest engagement. Content that resonated most included:

• Stadium improvements and behind-the-scenes features
• Community involvement highlights, including charitable drives and local partnerships
• Exclusive content tied to major upcoming events at the venue
• Team and organizational highlights that give fans a look at the people behind the stadium

The newsletter has become the initiative the team is most proud of, and it’s given them a data-driven lens into what their audience actually cares about beyond the event calendar.

Analytics and click mapping that inform strategy across the organization

For MetLife Stadium, Emma’s email analytics aren’t just a reporting feature, they’re a strategic asset. The platform provides:

• Click-map visualization showing exactly which elements within an email drive engagement, which content fans click on, which buttons they tap, and which sections generate the most interest
• Send-time optimization data allowing the team to compare open rates across different days and times, analysis that revealed mid-afternoon Wednesday sends consistently drove the strongest newsletter performance
• Email client breakdowns that provide visibility into how the audience is consuming content across different email providers
• Promoter-ready reporting that allows MetLife to share engagement and conversion data with event promoters renting the building
• Sponsor performance metrics that the Partnerships team uses to demonstrate banner ad click-rate performance to sponsors

The newsletter analytics have been especially revealing. By maintaining a consistent subject line and preheader across all four editions, the team isolated the variables that truly affect engagement: send timing, content mix, and call-to-action placement. That disciplined approach to testing, powered by Emma’s reporting, is helping MetLife Stadium continuously optimize its email program.

Cross-department value from a single platform

What started as a marketing tool has become an organizational asset. Four departments at MetLife Stadium now rely on Emma:

• Marketing: Event promotion, ticket sales campaigns, and the quarterly fan newsletter
• HR: New hire onboarding emails
• Guest Services: Post-event fan surveys after every event
• Partnerships: Sponsor banner ad click-rate reporting

Cross-department email platform adoption means Emma’s value extends far beyond any single campaign; it’s an integral part of how MetLife Stadium communicates internally and externally.

The results: An email platform the stadium can’t operate without

Emma has become MetLife Stadium’s number one direct-to-consumer communication channel. It’s the primary way the venue lets nearly 800,000 subscribers know an event is coming, a presale is live, or a hospitality package is available. 

But it’s not just Emma’s ease of use that enables MetLife Stadium’s marketing team to operate at scale and manage one of America’s most iconic entertainment venues. When you’re a two-person marketing team sending emails to hundreds of thousands of people, having support you can count on matters. From proactive outreach for training sessions and webinars to quick replies when questions come up, Emma’s customer success team is in MetLife Stadium’s corner. It’s also a key reason the team advocates internally to keep the partnership going.

When asked what would happen if Emma disappeared tomorrow, MetLife Stadium’s VP of Marketing and Communications put it best:

“We are, as the users, the biggest advocates of the product to our business partner team in-house. The platform is so user-friendly, and is an integral component of our marketing strategies. From ticket sales to employee communication to fan engagement, Emma is truly part of our team!”

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