Case Study: Museum of Fine Arts, Boston achieves higher visitor engagement and increased membership conversions with Adobe Marketing Cloud

Museum increases visitor engagement using Adobe Campaign

The Museum of Fine Arts, Boston (MFA) needed to boost attendance and membership by delivering more sophisticated, personalized, cross‑channel campaigns and by leveraging its multi‑dimensional visitor data. To replace an unsophisticated email provider and better connect its data warehouse to marketing execution, the MFA adopted Adobe’s Campaign solution within Adobe Marketing Cloud.

Using Adobe Campaign, the museum centralized customer profiles, automated workflows and web‑triggered communications, and ran coordinated email, phone and direct‑mail programs. Adobe helped the MFA achieve a 97% email deliverability rate and campaign metrics that include up to a 53% unique open rate, 20% click‑to‑open rate and a 12% direct/indirect conversion rate for membership drives—contributing to over 70,000 member households and improved cross‑channel testing and segmentation.

Museum of Fine Arts Boston

Edward R. Garguilo

Director, Membership and Database Marketing