Case Study: Museum of Fine Arts achieves deeper visitor engagement with Adobe Campaign

Museum increases visitor engagement using Adobe CampaignMuseum increases visitor engagement using Adobe Campaign

The Museum of Fine Arts in Boston needed a better way to use its rich visitor and membership data to deliver more sophisticated, targeted outreach across email, direct mail, and phone. Its existing email system could not handle the data warehouse’s complexity, making it hard to build detailed segments or reach audiences with relevant campaigns. The museum turned to Adobe Campaign to help improve engagement and increase attendance and membership.

Using the Adobe Campaign solution within Adobe Marketing Cloud, the Museum of Fine Arts centralized campaign data, automated personalized communications, and tracked results back into its data warehouse for better profiling and segmentation. Adobe Campaign helped the museum achieve a 97% email deliverability rate, a 53% unique open rate, a 20% click-to-open rate, and a 12% direct and indirect conversion rate on targeted membership campaigns, while also helping it surpass 70,000 member households.

Museum of Fine Arts

Edward R. Gargiullo III

Director of Membership and Database Marketing