Case Study: Baxter Credit Union (BCU) achieves 28% account-balance growth and rapid ROI with Adobe Campaign (Adobe Marketing Cloud)

Top credit union connects campaigns across touchpoints with Adobe Marketing Cloud

Baxter Credit Union (BCU), a top-100 U.S. credit union serving nearly 200,000 members with over $2 billion in assets, faced an aging campaign system that limited segmentation, required manual list uploads, updated member data only monthly, and prevented automated, cross-channel communications—restricting them to roughly 40 batch campaigns a year and hindering personalized member engagement.

BCU implemented Adobe Campaign within Adobe Marketing Cloud (with support from M2 Partners) to create a single member view, automate email and direct-mail orchestration, and run visual, event-triggered campaigns. The move delivered ROI in under a year and drove measurable gains: 31% more batch campaigns year-over-year, about 1 million emails annually, 20 triggered campaigns reaching ~120,000 people, a 28% increase in attributed account balances, a 76% surge in new accounts for a key product, and improved response rates and cross-channel member experiences.

Baxter Credit Union (BCU)

John Sahagian

Vice President of Marketing, BCU