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

Museum increases visitor engagement using Adobe Campaign

The Museum of Fine Arts, Boston (MFA), a major cultural institution with over one million annual visitors, sought to increase attendance and membership by delivering more sophisticated, cross‑channel campaigns and leveraging detailed visitor data from its centralized data warehouse for better segmentation.

By adopting Adobe Campaign within Adobe Marketing Cloud and integrating it with the data warehouse, the MFA automated targeted, multi‑channel workflows and accessed granular audience profiles without IT help. The initiative drove strong engagement—membership follow‑up emails achieved a 53% unique open rate, 20% click‑to‑open and a 12% conversion rate, onboarding surveys hit a 47.5% open rate, email deliverability stayed at 97%—and helped the museum exceed 70,000 member households.

Museum of Fine Arts Boston

Edward R. Garguilo

Director, Membership and Database Marketing