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In the ever-evolving world of museum marketing, exploring innovative channels to reach audiences is critical. For the Museum of Contemporary Art Chicago, implementing an SMS (Short Message Service) marketing strategy proved to be a significant turning point.
Abraham Ritchie, Associate Director of Digital Marketing at the MCA Chicago, shared their experience at a recent MuseumNext conference, offering insights into what worked, what did not, and the lessons they learned along the way.
When the MCA Chicago explored new ways to engage visitors and drive revenue, the museum’s store became a natural focus. As a major revenue generator, the store needed tools to strengthen customer loyalty and increase repeat purchases. While traditional email marketing was already in place, the team identified a gap: they had yet to try text-based marketing.
The decision to implement SMS marketing emerged during the spring of 2021, as the museum adapted to a post-pandemic business climate. Text messaging offered a direct line to audiences, with the potential to drive quick action—something especially valuable for retail initiatives.
The MCA Chicago opted to work with Attentive, a platform specialising in text-based marketing. Integrating this new tool into their existing systems was crucial for its success. Key steps included:
To ensure sustainability, the MCA Chicago established automated workflows, starting with a welcome sequence for new subscribers. Visitors who signed up for text messages received a 10% discount coupon, incentivising engagement. A follow-up reminder was sent 24 hours later to encourage coupon use.
The welcome journey also introduced subscribers to the wider MCA experience, including exhibition hours, membership opportunities, and their social media channels. As Abraham Ritchie explained, the goal was not just to drive immediate purchases but to build long-term relationships.

Successful SMS marketing requires careful experimentation. The MCA team tested:
The team also experimented with abandoned cart reminders, a tried-and-tested strategy in e-commerce. By including dynamic content, such as a direct link to the abandoned product, they nudged customers to complete purchases.
The results of the MCA Chicago’s SMS marketing programme speak for themselves:
These outcomes highlight the power of SMS marketing as an affordable yet highly effective tool for museums seeking to drive revenue and engagement.

For museums considering SMS marketing, Abraham Ritchie offered a few critical takeaways:
The MCA Chicago’s experience underscores the potential of SMS marketing as a valuable addition to a museum’s digital toolkit. By integrating SMS with other marketing platforms, automating workflows, and maintaining a clear focus on audience preferences, the museum successfully turned text-based campaigns into a sustainable revenue stream.
For museums aiming to deepen audience engagement and boost revenue, SMS marketing offers an efficient, measurable, and high-impact solution. As Abraham Ritchie concluded, the return on investment is crystal clear—and well worth exploring.
Abraham Ritchie, Associate Director of Digital Marketing at the MCA Chicago spoke about his experience with SMS Marketing at the Museum Marketing Summit 2023.
 
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