Case Study: State Fair of Texas boosts attendance 30% and sells 25,000 season tickets with Emma, Inc.

State Fair of Texas - Customer Case Study

The State Fair of Texas, North America’s largest annual exposition drawing roughly 3 million attendees, needed to drive ticket sales and keep audiences engaged year‑round. Director of Creative Services Jason Hays turned to Emma, Inc.’s email marketing platform — leveraging online signup forms, automation, segmentation and automated workflows to capture subscriber data and personalize messaging.

Using Emma, Inc.’s tools the Fair ran timed contests and automated welcome and birthday flows that generated 17,131 new email signups, produced a follow‑up email with a 54% open rate, and helped lift season‑ticket sales from about 6,000 historically to roughly 25,000. Overall results included average open rates near 55% and a 30% increase in attendance, demonstrating clear, measurable impact from Emma, Inc.’s solution.

State Fair of Texas

Jason Hays

Director of Creative Services