Case Study: BNY Mellon achieves faster, more personalized email campaigns with Adobe Marketo Engage and Adobe Workfront

BNY Mellon Investment Management reaches more clients with more relevant messages using Marketo Engage and Workfront

BNY Mellon Investment Management needed a faster, more efficient way to engage a focused client audience, bring marketing operations in house, and give sales better-quality leads and customer intelligence. Using Adobe Marketo Engage and Adobe Workfront, the team set out to improve email marketing performance while maintaining compliance in a highly regulated financial services environment.

Adobe implemented an integrated workflow that automated campaign requests, approvals, and tracking, while enabling more personalized and data-driven email journeys. As a result, BNY Mellon cut email campaign creation time from 16 hours to 10, saving thousands of hours annually, consistently hit a 19% open-rate benchmark, increased email clicks by 2%, and boosted website visits by 142% through personalization.

BNY Mellon

Andy Mullings

Head of Demand Operations