Case Study: Serpentine Galleries achieves 300% more visitor survey responses with Mailchimp

Mailchimp Helps Serpentine Galleries Gather 300% More Visitor Surveys

Serpentine Galleries, a London-based contemporary art gallery and nonprofit, needed a better method to collect visitor diversity surveys. This data was a critical requirement to maintain government funding from Arts Council England, but the gallery's free admission model made systematic data collection challenging. They turned to Mailchimp and its email service to help them engage their large audience and gather this vital information.

Mailchimp's solution involved integrating its platform with Serpentine's Salesforce ticketing system and using targeted marketing automations. This setup automatically sent personalized post-visit survey requests to guests. The results were significant, with Serpentine Galleries seeing a 300% increase in completed surveys, from 230 to nearly 700 per exhibit. This success secured their funding and provided deeper visitor insights, all while saving the small marketing team considerable manual effort.

Serpentine Galleries

Freya Doggett

Marketing Manager