Case Study: HESTA achieves 40% increase in new-member retention with Adobe Target

HESTA guides members into a more secure retirement with valuable, personalized information and services

HESTA, a Melbourne-based superannuation fund serving about 870,000 members, faced siloed data, a static website and low engagement—especially poor retention in members’ first 12 months. To deliver more relevant, timely experiences and better prepare members for retirement, HESTA adopted Adobe Experience Cloud tools, including Adobe Campaign, Adobe Analytics, Adobe Audience Manager and Adobe Target to enable testing, personalization and real-time orchestration.

By using Adobe Target to test and optimize website messaging alongside Adobe Campaign–triggered welcome journeys and cross-channel personalization, HESTA increased first-year member retention by 40% and achieved a 44% lift in people taking action from optimized site messaging. Members exposed to personalized campaigns were 1.6× more likely to act; HESTA also recorded email open rates up to 50%, member satisfaction of 7.5/10, a 352% rise in site engagement (peaking at 456,000 monthly users) and hundreds of thousands of automated personalized emails—demonstrating Adobe Target’s pivotal role in these results.

Hesta

Georgie Obst

General Manager of Customer Loyalty