Museum of Fine Arts, Boston

How One Mailer Switched to E-Mail and Thrived
June 9, 2009

Could you survive the switch from direct mail to e-mail? The Museum of Fine Arts, Boston (MFA) did just that — and lived to tell about it at a session during the Annual Conference for Catalog & Multichannel Merchants (ACCM) in New Orleans last month. Here are the lessons the museum learned: