How the Worcester Railers Turned Smarter Targeting Into Revenue Across Tickets, Merch, and Game Ops

The Shift

In past seasons, the Railers relied on broad, infrequent SMS sends—2–3 mass texts per month, tied to select games. While effective at times, it limited both reach and revenue potential.

This season, they changed the approach.

By leveraging StellarAlgo for segmentation and Vozzi for execution, the Railers moved from mass messaging to highly targeted, game-specific campaigns across all 36 home games.

The Strategy

Instead of blasting the full database, the team:

• Built curated audiences for each game based on timing, theme, and purchase behavior
• Increased cadence to 12–13 sends per month
• Layered messaging with both advance + last-minute pushes
• Focused heavily on known buying windows (final 48 hours before puck drop)

The Results

Ticket Revenue

• $5,670 generated from last-minute buyer campaigns (Feb 28 – Apr 5)
• $516.12 spend → $10.98 revenue per $1 spent
• Capitalized on the insight that 43% of ticket sales happen within 48 hours of game time

Expanded Revenue Streams

• Entered merch + Railers Authentics sales via SMS
• Authentics campaigns drove 72% average CTR (peaking at 84%) — 3x higher than past mass texts
• St. Patrick’s Day raffle jumped from $450 → $1,300 in 3 hours (+$850 on $36.63 spend)

Game Day Engagement

• “Scan to Text” activations turned fan participation into impact:
  • Pink in the Rink: $1K+ donated via fan photo submissions
  • Princess & Pirates Night: 70+ contest entries (vs. manual selection in past)

Why It Worked

The Railers didn’t send more texts—they sent smarter ones.
By aligning audience, timing, and intent, SMS became more than a communication tool—it became a consistent, multi-channel revenue driver.

Curious how this same strategy can work for your team? Reach out to your Account Manager or book a demo here.