Case Study: Georgia Museum of Art achieves smarter campaign tracking and targeted engagement with Mailchimp

Georgia Museum of Art’s Optimization Strategy

The Georgia Museum of Art faced difficulty tracking the impact of its weekly email updates and other online actions (donations, tour signups, merchandise) so they could better drive attendance and awareness. Communications Director Hillary Brown adopted Mailchimp and its optimization tools—specifically reports and audience segmentation—to move beyond text-based blasts and start measuring campaign performance.

Using Mailchimp, the team segments audiences (media, weekly subscribers, Board of Advisors) to target messages appropriately and uses Mailchimp reports to see opens and clicks for each campaign. That visibility lets staff send personalized follow-ups to engaged journalists and refine outreach, improving press targeting and enabling the museum to measure engagement and optimize messaging to boost awareness and attendance.

Georgia Museum of Art

Hillary Brown

Communications Director