Rosie Judd, Director of Digital Media, Georgia Aquarium
IBM Marketing Cloud has supported our communications goals at Georgia Aquarium since the beginning of our partnership with a commitment to growing our database and customer engagement. Working closely with various departments throughout IBM Marketing Cloud, including the Professional Services team, we have been able to increase our customer touch-points 3X over the last year, leading to a more engaged and loyal customer base. Through continued analysis and testing, we have been able to increase our open rates by 50% and achieve a 2X lift in click-throughs over the last two years, which has created a 60% increase in revenue via our email channel.
Georgia Aquarium in Atlanta, Georgia, contains more than 10 million gallons of water and has the largest collection of aquatic animals. The mission of Georgia Aquarium is to be an entertaining, educational and scientific institution featuring exhibits and programs of the highest standards; offering engaging and exciting guest experiences promoting the conservation of aquatic biodiversity throughout the world. Georgia Aquarium is an accredited member of the Association of Zoos and Aquariums and the Alliance of Marine Mammal Parks and Aquariums.
The ever-evolving journey
The digital marketing team at Georgia Aquarium is no stranger to testing the email waters. Its journey began a few years back when it was tasked with strengthening its relationship with visitors, sponsors and donors via the email channel. With the help of Silverpop, the Aquarium began communicating to its audience in the form of monthly newsletters, event updates and special offers.