Customer Spotlight Blue Star Families (BSF), the largest chapter- BSF began targeting emails by family residence based military family nonprofit in the U.S., and sending location-specific event invitations to serves over 1.5 million military families with recipients. According to director of community initiatives that include employment assistance development, Megan Glynn, these practices were resources and family-focused programming integral to an accelerated success story. and events. The BSF team adopted Marketing Cloud in 2014 to help better engage with military “Salesforce does not just make our work easier, families and revamp their email program. They it makes it possible,” said Glynn. “With Marketing quickly saw the benefit of these changes. Cloud especially, our small staff is forming relationships with hundreds of thousands of BSF used Marketing Cloud to identify low- people every week, which is vitally important to performing content and remove it from its our mission.” regular newsletter, saving time for its small staff. Incorporating A/B testing revealed days and These relationships are growing. Blue Star Families’ times with the best open rates, and comparing open rates went from 3% to 20%. performance between different content and subject lines shaped a better campaign. 22 | exacttarget.com