Case Study: Fender achieves higher retention and customer lifetime value with Iterable

Fender Partners With Iterable to Build Customer Lifetime Value Through Cross-Channel Messaging

Fender, the iconic guitar maker, faced a modern retention challenge as many new players quit within months despite its investments in digital products. With three apps (Fender Play, Tune, Tone), an e-commerce business, and most sales through local dealers, customer data lived in silos and in-app/email tools didn’t share behavior insights—making it hard to create personalized experiences that kept learners engaged.

Working with Iterable, Fender consolidated customer data into unified profiles and launched cross-channel campaigns and automated onboarding workflows that tailor messages by instrument, genre, play frequency, and platform. The result: a consolidated tech stack, a personalized onboarding that drives video engagement (89% of users watch a video on day one), and measurable improvements in month-to-month retention and overall lifetime value.

Fender

Brian Schmidt

Director, CRM & Retention