Case Study: Baxter Credit Union achieves 28% balance growth and rapid ROI with Adobe Marketing Cloud

Baxter Credit Union - Customer Case Study

BCU (Baxter Credit Union), a top-100 credit union serving nearly 200,000 members, faced an aging campaign system that prevented a single member view, real-time triggers, automation, and fine-grained segmentation. To modernize cross-channel marketing and improve response rates and ROI, BCU selected Adobe—deploying Adobe Campaign as part of Adobe Marketing Cloud—to centralize member data and drive personalized communications.

Adobe implemented a hosted Adobe Campaign solution (with implementation support from M2 Partners), integrating BCU’s SQL data warehouse and enabling visual campaign orchestration, cross-channel execution, and automated, targeted segmentation. The results with Adobe: ROI in under a year; 31% more batch campaigns year over year; roughly 1 million emails annually; 20 triggered campaigns reaching about 120,000 prospects; a 76% jump in new accounts in one product area; and a 28% increase in attributed account balances, with measurable uplifts in response rates (up to +4.5%).

Baxter Credit Union

John Sahagian

VP M