Fender: Leveraging What You Already Have

Fender releases limited-edition models of guitars throughout the year. The email contains an image and not a lot of detail because that is already on the site. The brand got a higher conversion, “but that didn’t get job quite done for us,” said Schmidt. So they shot “amazing videos” featuring Jim Root from the band Slipknot. Now, they tell brand stories. There’s no integration; it’s content Fender is already creating.

Fender continued to test the simple things such as the AI subject lines.

It partnered with Groupon to add deals. It used logos to let customers know that checkout was secure.

Fender made a list of things it wanted to test and then evaluated the value of items on that list based on how they change the customer experience or impact their journey. It makes customers feel more secure in the transaction.

The Results

A 46% lift in its click-through rate, 111% lift in revenue after using video in the email.

A 7% increase in the response rate to ”Ask Matt” in Fender Play.

A 12% increase in people taking music lessons after receiving one email.

A 2% life every time a Groupon deal was added.

Key Takeaways

  • Test with enough volume to learn.
  • Save your testing for non-critical dates.
  • Create a second Black Friday if needed.
  • Steal ideas.

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